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A&E Design Challenge project wins Creative Review’s Best in Book

A&E Design Challenge project wins Creative Review’s Best in Book

6 May 2014 Written by By Margarita Ktoris Marketing & Communications Officer at Design Council, 20

PearsonLloyd’s A Better A&E has been awarded Best In Book at the Creative Review Annual 2014. The project was developed as part of our Reducing violence and aggression in A&E Design Challenge.

The Creative Review Annual celebrates the best visual communication work across advertising, design, and digital from the past year.

A Better A&E came out Design Council Challenge to develop a solution to reduce levels of violence and aggression towards frontline hospital staff.

The multidisciplinary team, led by design studio PearsonLloyd, set out to create a better experience in A&E by improving the visitor’s experience of the service and the staff’s ability to deliver it.

© Image Copyright:

Barts Health, Newham University Hospital

The result is a three-part set of solutions:

  1. The Guidance Solution is an information package that greets patients on arrival, to ensure they have all the necessary information about the department and how it works via on-site signage, leaflets, and screens.
  2. The People Solution provides a forum for staff working in the department supporting their interactions with frustrated or aggressive patients.
  3. The Toolkit is a set of free high-level design recommendations available online for NHS Trusts to make improvements to their department.

A process map forms the core of the The Guidance Solution, which depicts the entire A&E process as a series of stages with a pause (or wait) between each. This is complemented by panels installed throughout the department so patients always know where they are within the department and at what stage of care.

The project was piloted at Southampton General Hospital and St George’s Hospital, London – and the results have been dramatic.

The impact evaluation showed a 50% reduction in threatening body language and aggression with 75% of patients reporting that the improved signage reduced their frustration whilst waiting to be seen.

In addition to the two pilot trusts, a number of sites across the UK have already adopted the design solutions. To find out more about the solutions and how to implement them in your A&E, visit

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