Oriel - Digital Wayfinding Service
A practical guide to understanding what the buyer really wants and how to build a winning response.
This isn't just about technology
When I look at this tender, the first thing that strikes me is that technology isn't the only focus here.
Yes, you’re providing a digital wayfinding platform.
But the real need is for an intuitive, user-friendly system that makes life easier for everyone at the Moorfields and UCL Centre for Eye Health.
Patients trying to find their way to appointments.
Visitors navigating unfamiliar buildings.
Staff and students moving efficiently between locations.
The contract covers everything from supply, configuration and integration to testing, deployment and ongoing support.
But think beyond the tech.
It's about creating a seamless experience for all users.
Think about the end users' concerns
Understanding the real-world needs of patients, visitors, staff and students is key.
People visiting the Moorfields and UCL Centre are likely already stressed or anxious.
They need clear, accessible navigation that doesn't add to their worries.
Consider:
- How will the system support those with visual impairments?
- Can it handle multi-floor navigation smoothly?
- Is the interface intuitive for people of all ages?
Address these in your submission.
Focus on the human experience, not just the digital features.
What most bidders will write
Many bidders will focus on the technical specifications.
They’ll talk about the latest technology, integration capabilities or system architecture.
While these are important, they won't differentiate your bid.
What makes your offering different?
How will your solution genuinely improve the user experience?
Highlight your understanding of the users' needs.
Show how your platform is not just a product but part of a wider solution.
Pay attention to what they say
The buyer is clear about wanting “interactive digital building maps” and “accessible navigation”.
These are not just buzzwords.
They indicate the trust's priorities.
Your response should demonstrate how your platform delivers on these promises.
Interactive means engaging.
Accessible means inclusive.
These aren’t optional extras.
They’re core requirements.
Evidence always beats promises
If I were evaluating bids, I'd be looking for evidence.
Not just promises.
If you have previous case studies or testimonials, now’s the time to use them.
- Examples of successful implementations in similar environments
- User feedback demonstrating improved navigation and satisfaction
- Data showing increased efficiency or reduced stress for users
Back up your claims with solid evidence.
Show how you'll make life easier for the Trust
The Moorfields Eye Hospital NHS Foundation Trust is looking for a partner, not just a supplier.
Think about how you can make their job easier.
This isn’t just about installing software and walking away.
It's about ongoing support and ensuring the system works flawlessly over time.
How will you handle updates?
What about technical support?
Your submission should make it clear that you’re committed to being there for the long haul.
One thing I'd keep reminding myself
This contract is about people.
Not just technology.
Remember the patients, visitors, staff and students who will use your system every day.
Ask yourself, "Does this solution make their visit easier?"
Every answer should reflect that priority.
Common mistakes
Avoid submissions that:
- Focus too heavily on technology without considering user experience
- Fail to address accessibility for all users
- Overlook the importance of ongoing support and maintenance
- Ignore the specific requirements for interactive and multi-floor navigation
- Lack evidence of past successes in similar environments
- Underestimate the importance of a seamless user interface
- Provide generic solutions without tailoring to this specific context
My Final Thoughts
The Moorfields Eye Hospital NHS Foundation Trust isn't just buying a digital platform.
They're investing in a solution that enhances the experience for everyone who steps through their doors.
With a contract value of £470,000 and a duration extending potentially to 2031, this is a significant commitment.
Quality and user experience will be crucial, and your written submission needs to reflect that.
Focus on the people, not just the platform.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.