ABOUT

Concept:

Cancer patients attending St Bartholomew’s Hospital were often arriving anxious, overwhelmed and unsure of where to go before their appointment had even begun.

The hospital is large and complex, with multiple entrances, floors, corridors, stairways and appointment destinations. For oncology patients already facing the emotional burden of tests, treatment or diagnosis, navigating an unfamiliar hospital could create unnecessary stress and become a barrier to accessing care confidently.

Barts Health NHS Trust needed a more inclusive way to support patients before and during their visit, particularly those with accessibility needs, heightened anxiety, autism, mobility challenges, or for whom English is not a first language. This was especially important within one of the UK’s most culturally and linguistically diverse patient populations, where communication barriers can contribute to inequality in healthcare access and patient confidence.

Circus worked with Barts Health NHS Trust, funded by the North East London Cancer Alliance, to create a personalised digital navigation tool designed to improve accessibility, reduce anxiety and help patients feel informed, prepared and in control before arriving at hospital.

Patients access the tool through a QR code or link included in their appointment letter. They can choose their preferred language, guide type and accessibility requirements before being guided step by step from their arrival point to their appointment destination.

Rather than functioning as a generic virtual tour, the experience was intentionally designed as an inclusive healthcare support tool that improves confidence, reduces cognitive overload and supports more equitable access to cancer care.

Execution:

The project began with an intensive discovery and mapping phase across St Bartholomew’s Hospital, identifying entrances, transport arrival points, lifts, stairs, corridors, landmarks and appointment locations.

The final experience combines high-definition 360-degree photography, fly-through videos and an AI avatar guide available in five languages. Patients can choose spoken guidance, on-screen text or a silent experience, alongside accessible routes that avoid stairs where needed.

Unlike traditional virtual tours, the tool only presents the information relevant to each patient’s journey, helping reduce confusion and information overload during an already stressful time.

The tool was designed to meet WCAG 2.2 accessibility standards and optimised for mobile and lower-powered devices to ensure wider accessibility regardless of device capability or connection speed. A movement-free mode was also created to support users who may feel uncomfortable with motion-based content.

Production took place over several early mornings to avoid disruption within the working hospital environment.

Results:

The project has already demonstrated strong positive impact on patient confidence and experience.

95.7% of surveyed users rated the experience positively, with 78.3% giving it the highest possible score. Across ease of use, clarity of instructions and quality of content, 100% of respondents rated the tool as Good or Excellent.

Most importantly, 95.7% agreed that using the tool made them feel more confident about finding their appointment, directly addressing one of the project’s primary goals: reducing stress and uncertainty for patients attending hospital during cancer care.

91.3% of respondents said they enjoyed using the tool, while 95.7% said they would like to see more hospitals offering this type of digital support.

By reducing language barriers, improving accessibility and helping patients prepare for appointments in advance, the project supports mental wellbeing, public health and more equitable healthcare experiences for diverse communities.

The project has already generated interest from other hospitals and departments, demonstrating clear potential to scale across the NHS. Ultimately, it shows how thoughtful digital innovation can remove barriers to care and create more inclusive, compassionate and accessible healthcare experiences at scale.