AJM Healthcare : Web Design Case Study

To deliver a modern, clean, user‑centred site reflecting AJM’s mission: “independence, mobility, accessibility.”
To ensure high accessibility for all users — including those with mobility and visual impairments.
To comply with Web Content Accessibility Guidelines (WCAG) Level AA, with Level 2.2 standards.
To build a shop that is easy to navigate, simple to purchase from, and integrates well with the rest of the brand.
To ensure consistency across multiple sites: informational, service‑oriented pages, and product catalog / eCommerce.

User Experience / Information Architecture: Organisation of content so people can easily find information like “Find your Local Service”, book assessments, or explore / buy mobility products. Clear menus, quick links. Clear hierarchy in content.
Visual Design: Clean, compassionate, trustworthy. Use of imagery reflecting real users. Accessible colour palettes, high contrast. Clear typography, legible type sizes and consistent styling.
Responsive: Works smoothly on mobile, tablet, desktop, to support people with disabilities, mobile‑friendly navigation, ability to zoom, adjust text etc.

Front‑end build: Semantic HTML5 where needed, proper heading structure, alt text for images. Ensuring all interactive elements (buttons, links, form fields) are keyboard accessible.
CMS: For ajmhealthcare.com and ajmchoice.com, built on the Engine CMS enabling AJM staff to update pages / blog / news etc.
Shop: The e‑commerce build, developed with Shopify includes an extensive product tange and includes a bespoke, automated VAT Relief claims process

We carried out audits (manual + automated) to check compliance with WCAG 2.2 Level AA, focusing on:

Perceivable: Ensuring text contrast, meaningful alt text, non‑text content alternatives; images decorative vs meaningful; text resizing.
Operable: Keyboard navigation, focus states visible, bypass navigation, avoiding time‑limited elements / auto‑playing media.
Understandable: Clear language, predictable navigation, consistent identification of UI components.
Robust: Ensuring compatibility with assistive technologies, following HTML / ARIA best practices.
Specific features implemented: Skip links (“Skip to content”) so keyboard users can bypass menus, Clear visible focus outlines for interactive elements, Logical heading structures (H1, H2 etc), Accessible forms: labels, error messages, etc, Alt attributes on images, Colour contrast above required thresholds for text, interactive elements.

The sites are easy to use both for NHS service users (finding local services, booking etc) and customers seeking private mobility solutions.
The shop integrates seamlessly, with a clean cart / checkout experience, clear policies (delivery, returns, VAT exemption etc).
The brand consistency between AJM Healthcare, AJM Choice and the shop gives a unified user journey.
Accessibility compliance helps ensure inclusivity

AJM Healthcare