I got a text this morning at 9:40am. It was from the National Health Service, NHS. It said:
You are now eligible for your free NHS coronavirus vaccination. Please book online at https://www.nhs.uk/covid-vaccination or by calling 119. You will need to provide your name, date of birth and postcode. Your phone number has been obtained from your GP records.
Well, it looks like I timed turning fifty just right!
I typed that URL in on my laptop. It redirected to a somewhat longer URL. There’s a very clear call-to-action to “Book or manage your coronavirus vaccination.” On that page there’s very clear copy about who qualifies for vaccination. I clicked on the “Book my appointments” button.
I consider myself relatively tech-savvy so I’m probably not the best judge of the complexity of the booking system, but it certainly seemed to be as simple as possible (but no simpler). It feels like the principle of least power in action.
SMS to HTML (with a URL as the connective tissue between the two). And if those technologies aren’t available, there’s still a telephone number, and finally, a letter by post.
This experience reminded me of where the web really excels. It felt a bit like the web-driven outdoor dining I enjoyed last summer:
Telling people “You have to go to this website” …that seems reasonable. But telling people “You have to download this app” …that’s too much friction.
A native app would’ve been complete overkill. That may sound obvious, but it’s surprising how often the overkill option is the default.
Give me a URL—either by SMS or QR code or written down—and make sure that when I arrive at that URL, the barrier to entry is as low as possible.
Maybe I’ll never need to visit that URL again. In the case of the NHS, I hope I won’t need to visit again. I just need to get in, accomplish my task, and get out again. This is where the World Wide Web shines.
In five days time, I will get my first vaccine jab. I’m very thankful. Thank you to the NHS. Thank you to everyone who helped build the booking process. It’s beautiful.