User Experience - Research and Testing for the Redevelopment of HFEA Digital Channels

COMMERCIAL IN CONFIDENCE: PROPOSAL DOCUMENTATION Request for proposals (RFP) for the provision of services to the Human Fertilisation and Embryology Authority

For User experience - research and testing for the redevelopment of HFEA digital channels

Closing date: 11am, 1 April 2014

Confidentiality and disclaimer

This request for proposal (“RFP”) contains information which is confidential to the Human Fertilisation and Embryology Authority. No part of this RFP or its attachments may be reproduced, in whole or in part, unless specifically required for internal use in responding to the RFP. No representations or warranties are made concerning the completeness or accuracy of information contained in this RFP.

1 Contents

Part 1- Information for suppliers

1. About the Authority (page 3) 2. About the request for proposal (page 4) 3. HFEA digital products (page 5) 4. User research projects: (Public facing) i. Lifecycle (page 6) ii. HFEA website (page 8) iii. CaFC search tool (page 10)

(Clinic tools) iv. Clinic Portal (page 12) v. Code of Practice (page 14) vi. EDI (page 15)

5. Delivery of the research (page 16) 6. Proposals (page 19)

Part 2 - Proposal documentation 7. Terms and Conditions governing (page 21) Submission of Proposal 8. Appendix A: Form of Proposal (page 25) 9. Appendix B: Price Schedule (page 28) 10. Appendix C: Proposal statement (page 29) 11. Appendix D: Non-Collusion Certificate (page 31) 12. Appendix E: Confidentiality schedule (page 32)

2 13. Part 1- Information for proposers

1. About the Authority

The Human Fertilisation and Embryology Authority (“the Authority”) is an executive Non- Departmental Public Body sponsored by the Department of Health. The Authority was created by Section 5 of the Human Fertilisation and Embryology Act 1990 (“the Act”), and began operating on 1 August 1991. A copy of the Act is on the Authority’s website at www.hfea.gov.uk.

The Authority is the UK’s independent regulator of treatment using eggs and sperm, and of treatment and research involving human embryos.

We set standards for, and issue licences to, fertility clinics and research laboratories and inspect them to ensure compliance with those standards. We also collect data about fertility treatments and their outcomes, keeping information about donors for donor-conceived people to access when they reach the age of 16.

The Authority is committed to providing and promoting equal opportunities in accordance with the policies set out on our website. The Authority will expect the successful contractor to abide by the same principles.

3 2. About the request for proposals

This request for proposal (RFP) exercise is being carried out to select an appropriate user research supplier to ascertain the HFEA’s user needs with regards to its digital products and for the supplier to report the findings and to measure the existing levels of success in currently meeting those needs.

The proposal will also serve to prioritise the delivery/outputs of these products in accordance with those of the end user.

We are looking for suppliers to be able evidence in their proposal an ability to drill down to a detailed level of user understanding. And to be able to articulate this information back out in a number of ways that direct the organisation towards improving user experience of HFEA digital communications. In addition to this we are also expecting suppliers to be able to contextualise the findings within the current trends in digital and online engagement.

This user research will serve to inform the direction of the digital output of the HFEA for the next 3-5 years.

The proposing supplier should also be aware that the HFEA is undertaking a separate procurement for an options appraisal under the Digital Services Framework. The selected supplier will be required to work closely with the successful supplier of the options appraisal project.

The Government has identified communications as an area that requires a reduction in spend across the board; it has created a strategy called ‘digital by default’ in order to achieve this. Government has acknowledged the increasing shift towards digital engagement by the general public and aims to move services to meet this need accordingly.

The Government Service Design Manual helps set out the key criteria that we as a public sector body should be working towards. The ‘Know your users’ page contains information that the proposing supplier should be mindful of in their proposal submission.

The request for proposal schedule details the key dates for acceptance of this project. Submissions are to be made digitally via the government e-sourcing platform and suppliers are expected to present their proposals to the HFEA at Finsbury Tower, 103- 105 Bunhill Row, London.

4 3. HFEA digital products

We are looking to understand usage of the following digital products:

 HFEA website (www.hfea.gov.uk) - our primary communications tool that provides information for patients, donors, donor-conceived people, professionals working in clinics, researchers and the media. This also includes a number of pages for the Lifecycle campaign.  Choose a Fertility Clinic (CaFC) search tool (guide.hfea.gov.uk/guide) - a search facility that is part of the main website which provides information about clinics for those seeking fertility treatment. This is a bespoke system that is built to mirror the look and feel of the HFEA website but is not generated through the same CMS.  Code of Practice (www.hfea.gov.uk/code.html) – an online reference source used by clinics to ensure they are complying with regulatory requirements. Provided as a separately designed solution served through the standard RedDot CMS  Clinic Portal - a password-protected extranet for clinics to see performance data and submit licence applications. A bespoke system built in similar way to CaFC.  Electronic Data Interchange (EDI) - a secure tool for clinics to submit treatment outcome data to the HFEA. This can also be submitted via third party systems (Integrators)

The HFEA is looking to develop from scratch the Lifecycle website.

The ‘products’ listed are often used in conjunction with one another. This is partly through the platforms they are created on and primarily through the information applicable to each product. To maximise research results we have phased the research into complementary products. Consideration should be made to contextualising each type of research, for example in a focus group scenario a clinician may explain to a patient the reasons why a particular piece of treatment information is not available.

The HFEA also delivers messaging through a number of other third party channels and tools. These are:

 one at a time website - www.oneatatime.org.uk – this a partner website that the HFEA manages content for.  social media – Twitter (@hfea)  social media – YouTube (www.youtube.com/user/HFEAUSER?feature=watch)  surveys – SurveyMonkey  e-Update – a monthly, subscription only HTML email for the general public  PGD updates – a monthly, subscription only HTML email for the general public  Clinic Focus – a monthly, subscription only HTML newsletter for clinics only

Channel priority by core user need (listed from top [most] to bottom [less])

Patients/donors/donor- Clinics: conceived/potential patients:  EDI/integrator tools  HFEA website  Clinic Portal  CaFC  Code of Practice  Lifecycle  HFEA website

5  Social and rich media channels  Direct marketing channels (e- newsletters) (not part of this user research project) 4. User research projects

Lifecycle

User volume range (projected): >50k visitors

In 2011, the HFEA undertook a wide-ranging public consultation which looked at the barriers and motivations to egg and sperm donation in the UK. The review uncovered numerous barriers to donation, some of which the HFEA has addressed through regulation. The remaining issues, such as increasing awareness of donation and improving the experience for donors, could not be tackled as easily.

It is these issues, which sit outside of traditional HFEA regulation, that have led the Authority to set up a National Donation Strategy Group. The Group has recently launched the campaign ‘Lifecycle, working together for donor conception.’

The HFEA set up this group to identify effective approaches to raising awareness of donation and improving the care of donors in the UK. The core objectives of the group are to:

 increase awareness of donation improve the ‘customer service’ that donors receive when they contact clinics  investigate ways in which donors can be encouraged to provide helpful and appropriate information about themselves for future donor-conceived families  improve information provision to all those affected by donation.

The group consists of people with diverse experiences, including non-licensed donation services, people with experience of blood, organ or tissue donation, as well as those with experience of sperm and egg donation. This includes people with interest in the welfare of donors, patients and donor-conceived people.

Although set up and facilitated by it, the group operates separately from the HFEA. This enables Lifecycle to reach prospective donors and those seeking to have a child through donation early in their journey, before they have decided whether to have non-licensed or licensed donor conception or, indeed, to go to an overseas service. We can make the greatest impact by combining the influence of the HFEA and the rich membership of the strategy group.

A major part of the campaign is introducing a new, dedicated website that will serve as a central point of impartial information for all those interested or involved in donation. Although many sources of information exist already, there isn’t a central source to go to about donation for all groups. The website will also help raise awareness of donation and will be our key method of communicating with our user groups.

The website will:

 raise awareness of egg and sperm donation  inform donors about their rights and responsibilities, depending on whether they donate through licensed or unlicensed services  provide support and advice for patients, whether they choose to use licensed, unlicensed or overseas services, and

6  give advice to donor-conceived people and their parents, particularly around what information they can obtain about their donor.

7 Objectives of the research The Lifecycle campaign requires user research in order to understand the current needs of the audiences - what information and advice they would like and need. It is also to establish the extent of the need for the product by revealing what other sources users already engage with in order to get the information they require.

We are aiming to determine an appropriate site architecture and direction for the look and feel of the potential site. The understanding of the current needs will serve to inform what information needs to be created.

Gaining an understanding of how the audience engages with other digital communications channels and what, if any, new ways of communicating/engaging with them (e.g. rich/social media) improve their experience will inform part of the technical output of the product.

Audiences Primary users

 Current/past/prospective sperm and egg donors  prospective donor conception patients who are considering which route to take (which includes pathways outside of the HFEA remit) e.g. private or overseas treatment  Clinic staff  Donor-conceived people  Parents of donor-conceived people (current/past/prospective)

Secondary users

 Donor and patient support groups  Professional bodies  GPs, hospitals, donation centres

Available resources

The HFEA will provide (through HFEA partner organisations) details of users which cover the range that this product aims to serve. General members of the public, for quantitative research, within the appropriate age range of 16 – 45 are to be sourced by the supplier.

Prioritised list of user requirements for Lifecycle

1. Establish the need for the service proposed by the Lifecycle project 2. Understand current sources of information gathering by the audience type and the effectiveness of those sources in fully informing them. 3. Understand current routes to information gathering 4. Establish the expectation from the user types of information provided and how that should be delivered to meet their needs 5. Identify the appropriate tone of voice for the product

8 HFEA website

User volume range: 889,561 unique visitors from 1 January 2013 – 31 December 2013

The HFEA website hosts a complete list of the regulated clinics in the UK. It is the only source for the public to be able to look at success rates and other clinic data in one place. Clinics may display their own data on their own website but it is rarely set within a wider context of all clinic rates.

In the interests of providing the public with an impartial and authoritative information service for the public in the UK it is important that this data is delivered in a user-friendly and easily understandable fashion.

 The HFEA website already receives in-excess of over 500,000 unique users per year*. Traffic is expected to increase year-on-year 30% taking our total unique views to over a million within the next year. This illustrates the increasing awareness of the HFEA and the importance of developing this channel.  Within the increasing user-base is the need to accommodate the increasing use of users visiting the site via a mobile/tablet device (visits to the HFEA site by mobile devices went up 27% to 51% between 2010 and 2012).

The current website was last designed in 2009. The CMS that the website is built on (RedDot) is now no longer supported by the developer (end-of-life product).

Objectives of the research We would like to understand the user journey of our primary audiences and their actions/thought processes from before they come to the HFEA site to the point at which they decide they have all the information they need.

The HFEA currently generates little user feedback on content and the shape of the information provided on the website or about clinics. We need to understand what the audience response is to our current content; the level of detail, range of information, ease of access and ease of understanding. In addition to this we would like to know the user appetite for feedback mechanisms served through the site e.g. page ratings or commenting features.

The current tone of the HFEA is in line with our role as a regulator. However as the trend for a more informal, friendlier tone of voice has become the standard for other companies and organisations we need to gauge the user view of how our information reads. To know whether a friendlier approach would ease the concern over technical information would then shape how content could be re-written.

Using our analytics we know there is a growing move towards access via mobile and tablet devices. We need to establish when and what the users are accessing through these devices and what, if any, primary pieces of information they want to receive through these devices. This insight will shape decisions around differentiating top line content according to device.

Understanding how we can engage better with all primary user types in relation to the device used will enable appropriate selection of content delivery priority.

9 Audiences The HFEA has a broad range of users.

Primary users:

 prospective and current patients of fertility treatment in the UK  prospective and current egg, sperm and embryo donors  licensed clinics and research centres  donor-conceived people looking for information about their donor or potential siblings  patients/parent of children conceived through fertility treatment

Secondary users:

 researchers seeking to use HFEA-held data in their work  patient/donor support groups  journalists  the wider general public  government, politicians other regulators (including partners like the Care Quality Commission and Human Tissue Authority)  professional bodies (e.g. interest groups and charities).

Available resources The HFEA will provide (through HFEA partner organisations) details of users which cover the range that this product aims to serve. General members of the public, for quantative research, within the appropriate age range of 16 – 50 are to be sourced by the supplier.

Prioritised list of user requirements for the HFEA website

1. Identify whether the current platform meets the information delivery needs of our audiences. 2. Establish if the current site structure is appropriate for our audiences. 3. Establish if the information provided on the website is appropriate in content, relevance and style for the respective audiences. 4. Identify what functionality the users require. 5. Identify the ways in which user browsing habits have changed and how the HFEA website can best change to meet them. 6. Identify the need for users to have feedback mechanisms on the site and how they would best prefer to deliver it. 7. Understand what methods of information delivery would best suit the audience (e.g. the appropriateness of treatment information delivered in a rich media format).

10 Choose a Fertility Clinic (CaFC)

User volume range: 166,498 unique visitors from 1 January 2013 – 31 December 2013

Choose a Fertility Clinic has been designed so patients can easily find the latest and most complete information about each licensed UK fertility clinic, helping them decide which clinic best suits their treatment needs. It is the primary user tool for patients and clinics in getting impartial, unbiased information on the success of clinics in treatment delivery.

The average visit duration is four and a half minutes. Actual clinic stats page views range from thirty seconds to two minutes.

The site enables them to find out a wide range of information including:

 the treatments and services clinics offer, including any specialist areas  meaningful statistics on all types of fertility treatment from ICSI to donor insemination on a national level and for each individual clinic  details of the diagnosis, age and length of infertility of patients typically treated at each clinic.

Our search lets users look for clinics in their area offering the treatments and services they choose. Searches can be for specific requirements such as clinics that treat older patients.

Each clinic has an overview page that gives contact details and information about the treatments on offer and how the clinic’s success rates compare to the national average.

From the overview page it is easy to get more information on staff and facilities, treatments and services, and headline success rates at the clinic.

Choose a Fertility Clinic has been designed so you can see how a clinic has performed against a number of different measures in increasing levels of detail. These figures and details give a more complete picture of an individual clinic.

Live births: As well as showing the actual number of live births at each clinic we also show the predicted chance of a live birth for an average patient.

Treatment types: for each type of treatment, users can see what happened at each stage of the treatment cycle - how many resulted in egg collection, how many reached embryo transfer stage for example.

Multiple births: are the single biggest health risk of fertility treatment for both mothers and their babies. That’s why we present information about the proportion of singleton births for each treatment type, and how many Single Embryo Transfers (SETs) were carried out.

Objectives of the research We need to understand if the information presented is relevant and is being understood by the primary users and if the end user is given a complete picture that relates specifically to their individual needs.

We need to understand if the look and feel of the tool needs to change in order to better inform the user.

11 We need to further understand engagement with this product in relation to device access. Mobile and tablet use has increased but the information needs may be different when using these devices.

We need to understand the user perception of the data presented. This will inform if any data should be omitted or elaborated on.

Understanding on how tailored the information provided should be and whether there is an appetite for an option to have a user profile login to track and monitor their search journey.

We also need to understand if the product should or shouldn’t be more integrated into the main HFEA website. The benefits that users would envisage and how that could improve the understanding on information currently delivered through CaFC.

 patients  potential patients  donors

Secondary users

 researchers seeking to use HFEA-held data in their work  patient/donor support groups

Available resources The HFEA will provide (through HFEA partner organisations) details of users which cover the range that this product aims to serve. General members of the public, for quantative research, within the appropriate age range of 18 – 50 are to be sourced by the supplier.

Prioritised list of user requirements for the CaFC

1. Ascertaining the current use for the CaFC tool by patients and those seeking treatment 2. Understanding the type of information that patients find most useful and relevant for their needs and what they feel is missing 3. Identifying the most important pieces of information wanted by the end user. 4. Establish the need for improving the look and feel of the interface for all users 5. Understand the appetite and potential for better integration of the tool into the main website and how tailored patient and clinic experiences can be delivered. 6. In response to identifying the most important information and need for interface improvements, establish what elements would be most appropriate for users accessing information on different platforms at different times 7. Identifying the way in which clinics use the data to benchmark/monitor performance 8. Understanding what information could be omitted in order to provide a clearer understanding of results/data. 9. Understanding what information is burdensome on clinics to provide prioritised by those that are seen to have little or no bearing on the end users potential outcome through treatment.

12 Clinic Portal

User volume range: 125 treatment centres 27 research centres 399 users accessing the portal (3 users per centre - PR/Admins and Finance have their own logon, not individuals)

Clinic Portal is an extranet with the purpose of providing a secure method for licensed centres to submit licence application forms and application fees to us. It is also the interface that allows centres the ability to update their clinic page on CaFC with current patient services and non-licensed activities (there is a 24hr delay before information appears live on CaFC).

The portal has been/will be updated to add some extra functionality which allows centres to:

 see registry data they have submitted to us (allowing centres to see the information we hold about them), identify errors and rectify them  access risk data we hold about them and why certain areas of their provision receive particular risk ratings  update details of staff working on the centre’s licence

All HFEA alerts are listed on the portal; the portal also has facility to post messages to all centres at the same time. Access to the portal is via user name and password, dependent upon your role at the centre.

Objectives of the research Clinic Portal is a key engagement tool for clinics submitting and maintaining their information with the HFEA. We need to understand where issues are currently occur that cause a burden on the clinics both in workload and in submission of information via the site.

The HFEA uses this channel to deliver important information to clinics. We need to understand if ‘information in’ is being disseminated properly.

We would like to reduce the burden on clinics by incorporating functionality that would be beneficial to the clinic so and understanding of what tools and information we can provide will help to prioritise the development of the channel.

As clinics also use information provided on the HFEA website we need establish what the appetite is for a single entry point solution, that is, potentially logging into one site to access and submit information usually delivered across several products.

Identify the user flow on the current Clinic Portal system and where look and feel and site architecture affects the quality of the output.

 Clinics

Available resources The HFEA will provide details of clinics who have expressed an interest in helping develop this product.

13 Prioritised list of user requirements for Clinic Portal

1. Identify whether the current platform and structure satisfactorily aids the clinics in delivering on their obligations to the HFEA. 2. Identify how clinics are accessing the clinic portal (device) and how this can be better met technically and through look and feel 3. Establish if the current platform and structure is suitably delivering key information from the HFEA to the clinics. 4. Understand what functionality clinics expect or would benefit from this product 5. Identify if and how the clinics engage with the main HFEA website for information 6. Identify the appetite for a single solution to deliver on the clinics and the HFEAs need for two way information delivery.

14 Electronic Data Interchange (EDI)

User volume range: 125 treatment and storage centres (excludes research and pure IUI centres) 718 EDI users 7 EPRS providers (third party systems/integrators)

EDI (Electronic Data Interchange) is a patient registry tool by which 40% of centres send patient, treatment and outcomes data to HFEA. It is a bespoke system written by an in- house team and rolled out to centres circa 2006. Clinics also have a choice to use third-party solutions to do this.

Data submission from integrators is supplied in a format that meets HFEA requirements.

Objectives of the research The primary objective of the research is to reduce the burden on clinics. We need to identify the areas of information that are not consistent with other tools used by the user. In addition to this we need to establish what information submission points can be made more efficient thus reducing this burden.

We need to understand how the users would prefer to engage with this product and how this can be best presented to them to provide an easier to use product.

An understanding of how the end users engage with this tool will help identify where errors are occurring and should provide direction on how this areas can be changed to prevent it.

 Clinics

Available resources The HFEA will provide details of clinics that use EDI, integrator systems and a list of the Integrator systems who have expressed an interest in helping develop this product.

Prioritised list of user requirements for EDI

1. Identify current issues experienced by users of EDI 2. Identify areas for improvement by priority/value to end users 3. Establish the feasibility to realise the improvements identified 4. Investigate the audience preference to the method of delivery of this data to the HFEA. 5. Measure the impact on integrators and clinics on implementing the preferences identified. 6. Measure the impact on integrators to deliver a suitable product for data submission if EDI is no longer supported by the HFEA.

15 Code of practice

User volume range: 125 treatment and storage centres accessing CoP 249, 023 site visits between 1 Jan 2013 and 31 Dec 2013

The Code of Practice (CoP) is intended to help and encourage licensed centres to understand and comply with their legal requirements. It also gives guidance on how centres are expected to go about meeting those requirements. It is important for us to know how clinics engage with our Code of Practice. This is a channel that is delivered online as well as offline in a hard copy print (now discontinued) and as stand-alone PDF documents.

Objectives of the research The Code of Practice is regularly updated each year to accommodate various changes in legislation. We need to understand how users engage with this and how we can best provide a single source of information that would best deliver on this.

A key objective is to identify where the areas of risk are in terms of obsolete versions of the code still be referenced and how the HFEA can ensure that all clinics are referencing the most current version of the code. Failure to do so could lead to incorrect procedures being followed and applied to patient treatment.

We are keen to explore new ways they would like to see delivery of this content [digitally] that will further enhance the offering to them.

 Clinics

Available resources The HFEA will provide details of clinics who have expressed an interest in helping develop this product.

Prioritised list of user requirements for the Code of Practice

1. How are clinic staff currently engaging with the CoP 2. Of the current offered methods of delivery, which do they prefer 3. What alternative methods of delivery would be appropriate 4. What HFEA channels would best serve this product 5. How can the HFEA best mitigate the risk of clinics accessing old information or not updating to the correct/latest information

16  5. Delivery of the research

The research should provide a clearly defined set of user profiles (actors) for the HFEA to understand the needs of our target audiences and how their individual needs impact the way we shape our output in response.

The research aims to look at our existing offering, understanding if our content is still fit for purpose and looking forward at the ways of realising the needs/wants of the various audiences (in relation to the product) we cater for.

A clear understanding of how our audiences engage with our current products, what we can do to further improve their experience with the existing products and how use new technologies to evolve those product offerings.

We aim to define issues and areas for improvement as defined by the product users. This will serve to allow us to create a prioritised list of improvements to work to.

The research will serve to validate organisational decisions in content provision.

Research delivery output User insights and user research should be supplied in a range of usable formats that illustrate qualitative measures – to direct a clear course of action for producing content, appropriate site structure and methods of delivering the information to meet user expectations

Options of ways to deliver the content in order to best meet the varying user needs

User research deliverables

 Accurate evidence based user profiles (actors) created  Information architecture proposals based on user profiles/journeys  Sample content audit for existing channels (including tone and delivery methods)  Evidence based results of testing for each of the HFEA products against the respective primary users  Proposals for providing a tailored user experience for the respective channels (including investigating the appropriateness of an integrated solution across [relevant] products)  Attitudinal and objective data to understand ongoing areas for improvement  Proposals for appropriate assisted digital support  Proposals for new delivery methods of information/data for products  Work schedule with appropriate milestones for checkpoint meeting and sign-off

The proposal should detail how the work will be realised and what methods of research testing will be carried out to ensure that the overall and product objectives are met.

17 User research project phasing We wish to understand user needs for each of the channels and tools identified. We expect proposing suppliers to carry out the research in three phases, reporting on findings at the end of each phase. The project order, which cover three main audiences, for the phases is as follows:

1. Donors, donor conception patients, donor-conceived people [Lifecycle] 2. Patients [HFEA website, CaFC, social and rich media] 3. Professionals/clinics [CaFC, Clinic Portal, EDI and Code of Practice]

Suppliers are asked to submit a schedule that allows suitable time to deliver on each phase incorporating checkpoint meetings, client feedback and sign off periods.

Budget and timing

Please specify the cost of the project proposal and provide a breakdown of components/deliverables.

This should include the number of days work, cost per day/type of work carried out and a list of resources used for delivery.

A delivery schedule for completion of the work should be provided and separated into the phases above.

Suppliers should detail their earliest start and end dates for the project.

18 Project schedule

Request for proposal opens 11am, 18 March 2014

Supplier webinar for RFP Q&A 26 March 2014

Deadline for delivery of proposal 11am, 1 April 2014 documentation

Supplier presentation of proposal 2 April – 4 April 2014

Notification of outcome Supplier 11 April 2014 appointment

First meeting and agreement of 16 April 2014 deliverables and timeline/milestones

Project initiation 24 April 2014

Estimated/expected phase completion

Phase 1: Donors, donor conception Determined by supplier patients, donor-conceived people

Phase 2: Patients Determined by supplier

Phase 3: Professionals/clinics Determined by supplier

19 6. Proposals

The proposal should contain the following information:

 A description of types of user research & testing that will be carried out  The resources for achieving quantitative and qualitative research  The scope of testing parameters (e.g. devices - across mobile/tablet, format - 1-to-1 interviews etc.)  Examples of previous user experience testing projects with post-implementation results to validate the success of the proposals  A schedule with key milestones mapped out for delivery of the project  A detailed account of the proposed approach for the HFEA  A breakdown of the budget and access to the supplier’s staff which should include details around project management structure, contingency planning/budget, number of meetings/updates and milestones for approval along the project duration  Details should be provided around any plans to subcontract the work out including names of the companies and personnel involved and the level and cost of work being carried out.  A schedule of HFEA resources with amount of time that will be required during the assignment  Any proposed sub-contractors that will be used

A webinar to clarify any suppler issues will be held before the submission deadline to clarify any questions around the deliverables of the project.

Evaluation Criteria The Authority will award the contract to respondents submitting proposals which afford the Authority the most economically advantageous services having regard to all circumstances known at the time of the adjudication (including information submitted in response to this RFP). This will include, but is not necessarily limited to issues of:

 adherence to specifications in the request for proposal documentation  quality of service  understanding of the purpose of the user testing exercise  a clear rationale for the various elements of the proposed approach to the project and how the approach ensures that the aims and objectives will be achieved  demonstration of flexibility in approach which shows ability to respond to user needs.  timeframe for delivery against each project specification  respondent credibility and track record in delivering similar services on topics that are complex (include examples/case studies)  cost (including the ability to provide regular and accurate financial information and cost estimates).

Additionally we will assess:

 project management – the role of the HFEA in the delivery of the project and how this will be handled (e.g. single point of contact)  scheduling of project management –time/budget schedules for meetings, key milestones and what staff will be on hand in these instances  execution of the work – what, if any, parts of the project will be sub-contracted.

20 Following consideration of the proposals submitted, the Authority may ask for an informal meeting/teleconference with one or more potential contractors to talk through their proposal/s as part of the evaluation process.

Governance, deliverables and timings The Authority will oversee the process and agree on the successful contractor using the Prince 2 methodology.

The successful contractors will required to present their proposal for the delivery of their user experience testing plan to the HFEA at Finsbury Tower, 103-105 Bunhill Row, London.

21 PART 2 - PROPOSAL DOCUMENTATION

Terms and conditions governing submission of proposal

Instructions to potential providers of services intending to submit a proposal in response to this ITT (“Respondents”):

This section sets out the procedure that will govern the submission of proposals.

Please read these instructions carefully. Failure to comply with any of the requirements set out in this request for proposal document may result in the rejection of your proposal as a whole on the grounds of non-compliance.

Proposal documentation Your proposal shall consist of the following:

a) acceptance of request for proposal; b) proposal; c) price schedule; d) proposal statement; e) non-collusion certificate; f) confidentiality schedule; and g) service level agreement.

Proposals, documents and all correspondence relating to the request for proposal must be written in English.

All documents requiring signatures must be signed by two authorised officers of your organisation.

Any proposed modifications or deviations from the specified schedules and clauses should be detailed in Form of Proposal Part II.

Respondents shall notify the Authority of any errors, omissions or details contained within the documents which precludes them from proposing for this service.

Only prices set out in the Schedule of Prices will be regarded as part of the bid.

Proposals are expected to be binding for a period of 30 days from the date of delivery of proposal documentation

The Authority reserves the right to reject any proposal which it considers incomplete or which does not provide all requested information.

Submission of Proposal documents You must submit your proposal via the government procurement e-sourcing portal.

The proposal must be addressed to the Chief Executive, HFEA, Finsbury Tower, 103-105 Bunhill Row, London, EC1Y 8HF.

22 The proposal must be submitted to no later than 11am, 1 April 2014. Proposals received after the stipulated date and time will not be considered. It is the responsibility of the Respondent to ensure that the proposal reaches the Authority by the stipulated date and time.

Modification and withdrawal of proposals The Respondent may modify the request for proposal prior to the deadline for receipt by using the government procurement service e-sourcing portal.

No proposal may be modified after the deadline for receipt.

Proposals may be withdrawn at any time before the deadline for receipt, providing such intention is expressed in writing to the Chief Executive at the Authority.

Awarding of project contract The HFEA reserves the right to not award the contract if it feels the proposals offered do not sufficiently meet the requirements of the project.

Action on receipt of proposal documentation The Authority will acknowledge all proposals received by the stipulated date and time.

All proposals received by the stipulated date and time will be assessed in accordance with the evaluation criteria established by the Authority.

The successful supplier will be notified and expected to enter into an agreement for provision of services on the Authority standard terms and conditions on 11 April 2014.

Questions from interested parties Respondents may email questions to the Authority related to this request for proposal exercise. All such questions must be emailed directly to [email protected].

The Authority will respond by email (without disclosing the identity of the source of the question) and circulate its answers to all other Respondents.

No other communications to elicit additional information related to this proposal process are allowed outside of the additional clarification webinar scheduled for 26 March 2014.

Use of proposal documentation All documents issued in connection with this request for proposal remain the property of the Authority and may only be used for the purpose of proposing or in connection with the performance of any contract that may be issued as a result of submitting a proposal.

If Respondents do not wish to submit a proposal, all proposal documentation issued by the Authority in their possession should be destroyed.

Amendments to proposal documentation No proposal document issued by the Authority may be amended by the Respondent.

At any time prior to the deadline for receipt of proposals, the Authority may modify the proposal documents by amendments in writing.

The Authority may extend the deadline for proposals to allow for significant amendments to be fully assessed and taken into account by Respondents.

23 Freedom of Information The Freedom of Information Act 2000 (“the Act”) applies to the Authority. Respondents understand the obligations and responsibilities on the Authority under the Act to disclose, on written request, recorded information held by them.

Respondents accept that information provided by them in connection with this request for proposal, or with any contract that may be awarded as a result of submitting a proposal, may therefore have to be disclosed by the Authority in response to such a request, unless the Authority decides that one of the statutory exemptions under the Act applies. The Authority may also include certain information in the publication scheme which it is required to maintain under the Act.

In certain circumstances, and in accordance with the Code of Practice issued under section 45 of the Act or the Environmental Information Regulations 2004, the Authority may consider it appropriate to ask for the views of Respondents as to the release of any information before a decision on how to respond to a request is made.

In dealing with requests for information under the Act, the Authority must comply with a strict timetable and Respondents agree to provide a response to any request for views on release of information within two working days.

The decision as to which information will be disclosed is reserved to the Authority which is handing the request for information under the Act, notwithstanding any consultation with Respondents.

Confidentiality Respondents accept that all information that the Authority supplies as part of this request for proposal shall be regarded as confidential. By submitting a proposal, Respondents agree to be bound by the obligation to preserve the confidentiality of all such information.

Respondents wishing to provide information to the Authority in connection with this request for proposal, or with any contract that may be awarded as a result of submitting a proposal, which they consider to be confidential in nature and wish to held in confidence, must identify such information in the attached confidentiality schedule.

Respondents must give a clear indication as to which type of material is to be considered confidential and why it is considered to be so, along with the time period for which it will remain confidential in nature. The use of blanket protective markings such as “commercial in confidence” is not appropriate in this regard.

Marking any material as confidential should not be taken to mean that the Authority accepts any duty of confidentiality by virtue of such marking. Respondents accept that even where they have indicated that information is to be considered confidential, the Authority may be required to disclose it in response to a request under the Act.

In certain circumstances where information has not been provided in confidence, the Authority may still wish to consult with Respondents about the application of any other exemption such as that relating to disclosure likely to prejudice the commercial interests of any party.

The decision as to which information will be disclosed is reserved to the Authority handling a request under the Act, notwithstanding any consultation with Respondents.

24 Disclaimer Whilst all reasonable care has been taken in compiling this request for proposal document, and any information or material which form part of the proposal documentation is presented in good faith, no warranty or guarantees (express or implied) is given by the Authority as to the completeness or accuracy of this proposal document, or any information provided in connection with it.

Respondents must satisfy themselves as to the accuracy of such information and no responsibility is accepted by the Authority for any loss or damage of whatever kind or howsoever caused arising from the use by the Respondents of such information.

The Authority shall not be liable for, or pay any expenses or losses whatsoever which may be incurred by any Respondent in the preparation of its proposal submission to the Authority.

Each Respondent assumes all risks for any resource commitment and expenses that it may incur in respect of submitting a proposal and participating in the request for proposal process.

Submission of a proposal response does not commit the Authority to award a contract. Only the complete execution of a written contract by both parties will obligate those parties in accordance with the terms and conditions therein.

By responding to this ITT, the Respondent accepts and acknowledges that:

 they fully bear any costs and expenses that may be incurred by them in the submission of the proposal and participation in the proposal process and that the Authority will not be liable for any such costs or expenses;  there is no contract or obligation, implied or otherwise, between the Authority and the Respondent; and  the proposal is submitted in accordance with the terms and conditions set out in this request for proposal document and that any other terms and conditions that may be mentioned or implied in the Respondent’s proposal are withdrawn. The Authority reserves the right to modify the requirements set out in this request for proposal document, and/or to invite additional respondents to submit proposals.

Award of contract Those awarded the contract will be required to enter into the provision of services agreement in accordance with the Authority’s standard terms and conditions.

Notification of award of contract Respondents accept that the Authority may publish details of the contract (including the name and address of the successful proposer(s) on its website and notify their details to unsuccessful proposers. Acceptance of the contract in these circumstances is deemed to be formal authorisation to publish these details.

25 APPENDIX A: FORM OF PROPOSAL - PART I DECLARATION by PROPOSAL

(To be submitted on Proposer’s letter headed paper)

Dear Peter Thompson,

REQUEST FOR PROPOSAL FOR SERVICES RELATING TO USER EXPERIENCE TESTING FOR THE HFEA DIGITAL COMMUNICATIONS CHANNELS

Having examined all the documents listed below, and subject to and upon the terms and conditions contained in those documents listed, we do hereby offer to enter into a contract with the Authority at the rates/prices detailed in the price schedule, and on the terms and conditions in the provision of services agreement, subject only to Proposer Qualifications as may be stipulated in the Form of Proposal - Part II.

We agree that this request for proposal and any contract which may result from it shall be based upon the documents listed below:

h) request for proposal; i) proposal; j) price schedule; k) proposal statement; l) non-collusion certificate; m) confidentiality schedule; and n) service level agreement.

We agree that any other terms or conditions of contract or any general reservations which may be printed on any correspondence emanating from us in connection with this proposal or with any contract resulting from this proposal, shall not be applicable to the contract.

We agree that any contract that may result from this proposal shall be subject to the law of England and Wales, as interpreted by a Court in that jurisdiction, and furthermore, we submit to the jurisdiction of the English Court.

We undertake to keep the proposal open for acceptance by the Authority for a period of seven (7) days commencing 7 April 2014.

We confirm that our Parent Company has signed the Parent Company Guarantee, Form of Proposal - Part III.

We confirm that we have no Parent Company. (Delete as appropriate)

Unless and until a formal Agreement has been executed by us both, your written acceptance of this proposal with all its enclosures shall not constitute a binding contract between us. We understand that you are not bound to accept the lowest price, or any, proposal.

Signed: Dated: Signed: Dated:

Name: Position: Name: Position:

Duly authorised to sign proposals for and on behalf of: ______

26 FORM OF PROPOSAL - PART II

PROPOSER QUALIFICATIONS (if any) TO THE PROPOSED CONTRACT DOCUMENTS

(To be submitted on Proposer’s letter headed paper)

The proposer shall list all matters (technical, commercial or contractual) in which his proposal varies with the wording of the proposed Contract documents.

Clause Cost

Reference Adjustment

Note: The Authority may reject a proposal which is non-compliant with the proposed Contract documents. Proposers submitting qualifications should therefore give explicit justification and reasoning for entering a qualification, and should also give details of the costing necessarily involved for withdrawing any such qualifications, and or any relevant adjustments to the proposed rates/prices.

27 FORM OF PROPOSAL - PART III

PARENT COMPANY GUARANTEE

(To be submitted in full on Contractor's ultimate Holding Company's headed notepaper)

Dear Sirs

PROPOSAL FOR SERVICES RELATING TO USER EXPERIENCE TESTING FOR THE HFEA DIGITAL COMMUNICATIONS CHANNELS

With reference to the request for proposals for the above services submitted by [insert name of Contractor] (hereinafter referred to as "the Contractor"), as a condition precedent for and in consideration of the Human Fertilisation and Embryology Authority, (hereinafter referred to as "the Authority") entering into a contract (hereinafter referred to as "the Contract") with the Contractor for the above services, we, as the Contractor's ultimate holding company do hereby enter into the following unconditional and irrevocable undertakings with the Authority. These undertakings being on condition that the Authority enters into the Contract with the Contractor for the above services and in consideration of the same:

1. The Contractor shall perform all its obligations contained in the Contract; 2. If the Contractor shall in any respect fail to perform the said obligations contained in the Contract or commits any breach thereof we shall ourselves perform on simple demand by the Authority, or take whatever steps may be necessary to achieve performance of the obligations under the Contract of the Contractor, and shall indemnify and keep indemnified the Authority against any loss, damages, costs and expenses howsoever arising from the said failure or breach for which the Contractor may be liable; 3. We shall not be discharged or released from our undertakings hereunder by any waiver or forbearance by the Authority, whether as to payment, time, performance or otherwise; 4. This guarantee shall be unconditional and irrevocable and shall continue in force, notwithstanding any variations or additions to or deletions from the scope of services to be performed under the Contract, until all the Contractor's obligations thereunder have been performed; and, 5. This document shall be construed and take effect in accordance with English Law and, furthermore, we submit to the jurisdiction of the English Courts.

Yours faithfully

Signed: ...... ……. Position: ......

Name: ...... …... Date: ......

For and on behalf of [insert name of the Contractor's ultimate holding company]

28 APPENDIX B: PRICE SCHEDULE

The Authority needs to be able to differentiate between the proposals from different organisations for the provision of the services. The Authority values both price competitiveness and service provision; the ultimate decision will not be based on pricing alone.

Respondents should confirm that the charging structure is to be fixed throughout the duration of contract period.

Respondents are requested to submit prices for the provision of service as set out in Part 1 of the request for proposal document (as per the proposal specification). Respondents should specify the number of days work involved and the daily/hourly rate (where applicable); the total cost of each area of work; and the total cost for provision of the service.

The proposal must include a clear breakdown of the cost of each element of the services specified in the proposal specification.

Fees, Expenses and other overheads may not be charged without prior approval from the Authority. Please state any expenses which would be charged in addition to the prices and rates detailed above.

Respondents are also required to specify the staff members to be allocated to provide the services, and to particularise their experience and qualifications.

Notes:

1. The price of Services shall be firm for the duration of the Contract and will not be subject to any variation unless detailed in the Conditions of Contract. 2. The rates entered in the schedules shall be deemed to include complete provision for full compliance with the requirements of the Contract.

3. The rates exclude VAT.

For and on behalf of …………………………… (name of organisation)

1) Signed…………………………………..Dated………………………

Position in organisation:

2) Signed………………………………….Dated……………………..

29 APPENDIX C: PROPOSAL STATEMENT

Respondents are required to provide details to the questions below.

1. Quality Assurance Management

Describe the quality management and professional support systems that you have in place.

2. Disaster Recovery Plan (DRP)

Please confirm that your organisation has a disaster recovery plan in place and provide brief details.

3. Business Insurance Certificate

Please provide a copy of your firm’s business insurance certificate;

4. Monthly reporting/costs estimates

Describe the systems you have in place to record, and the level of detail provided to clients about work done on individual instructions, the costs spent to date, and estimates for future work anticipated.

5. Probity

Please confirm that you have read Regulation 23 of the Public Contracts Regulations 2006 (S.I 2006/5), that none of your staff has been convicted of any of the offences set out in Regulation 23(1), and that none of the grounds set out in Regulation 23(4) apply to your staff or organisation. If any of your staff have been convicted of such offences, or any of the grounds in Regulation 23(4) are applicable, please provide details.

6. Staff expertise

Please provide CVs of the staff that will be assigned to the work in the event that your organisation is awarded the contract.

7. Track record

Please provide details of the organisations (with dates) for whom you have undertaken similar work, and provide two referees (preferably from another public body). References should make it clear what work or services were provided for the referee, the position held by the referee in the company or body and the referee’s address and telephone number.

30 8. Approach to provision of services

Please provide an outline of your suggested approach together with an estimate of the number of days work involved and/or time frame for delivery against the request for proposal specification. In addition, please provide a method statement explaining how you propose to meet the requirements including:

a) a timetable, with milestones (please highlight assumptions made in respect of weekend working); b) planning around re-convening users for alpha and beta testing stages c) contingency for timing and costs

9. Conclusion

Summarise the reasons why the Authority should appoint your organisation to provide brand development services to it.

1) Signed………………… 2) Signed………………..

Dated…………………. Dated…………………:

Position in organisation: Position in organisation:

31 APPENDIX D: NON COLLUSION CERTIFICATE

We certify that this is a bona fide proposal intended to be competitive and that we have not fixed or adjusted the amount of the proposal or the rates and prices quoted by, or under or in accordance with any agreement or arrangement with any other person.

We further certify that we have not, and undertake that we will not, at any time:

a) communicate to a person other than the Authority, the amount or approximate amount of our proposal (other than to obtain necessary quotations for the preparation of this proposal); or

b) enter into any agreement or collusion or arrangement (whether paid or unpaid) with any other person to the effect that he/she shall refrain from submitting a proposal, or in relation to the contents or amounts of any proposal to be submitted.

We further certify that we have not canvassed or solicited any member, officer, Member or employee of the Authority in connection with this proposal, that we will not do so, and that no person employed by us or acting on our behalf has done or will do any such act.

1) Signed………………………………….. Dated……………………………………

2) Signed…………………………………….. Dated………………………………….…..

32 APPENDIX E: CONFIDENTIALITY SCHEDULE

TYPES OF INFORMATION THAT THE RESPONDENT CONSIDERS TO BE CONFIDENTIAL

Types of Information that the Respondent considers to be Period that the Confidential, the reason for the Exemption and the Section Respondent considers number in the FOIA that applies applies to this Information

TYPES OF INFORMATION THAT THE RESPONDENT CONSIDERS TO

BE COMMERCIALLY SENSITIVE INFORMATION

Types of Information that the Respondent considers to be Period that the Commercially Sensitive Information, the reason for the Respondent considers Exemption and the Section number in the FOIA that applies applies to this Information