Healthcare 2.0
“Jacob and Kristin are just plain outstanding. Very fortunate to have that “terrific trio” as part of this team.”
— Client CMO
Introduction
Overview
A large national healthcare technology firm was created by combining over a dozen existing technology, services, consulting, and product companies with varying services and levels of business maturity into a single brand. Having recently launched an MVP of their website, the client was now looking to expand and reorganize their website.
Challenge
The firm was brand-new, and neither robust brand visual nor voice guidelines had been established. Stakeholders wanted to expand their new brand website and reorganize it. With the organization maturing to the point of cross-organizational offerings, the site also needed to be reorganized in a way that reflected full service offerings rather than by each legacy brand.
Roll: Lead UX Designer
Timeline: 6 months
Platform: WordPress
Tools: Mural.co, Excel, Adobe XD, Figma Illustrator, Photoshop, MS Teams
Approach
Competitive analysis, Executive workshops, Creative brief writing, User flows, Services mapping and Site map, Style frames, Design system, Feature prioritization, Wireframing, and Prototyping
Results
The website launched on time and on budget.
Site architecture promoted the brand message about transforming healthcare with technology drew in customers and partners, and the web design presented industry thought leadership and brand maturity.
Lighthouse Accessibility Rating: 99
Workshop Process
Executives joined from each of the primary divisions to develop long term aspirations of the company, target audience motivations, client problems and pain points, desired behaviors on the site, and offering sets.
The workshop was completed in two 2-hour sessions in mural.co over a MS Teams call
Saved file from mural.co board, with client information redacted
What’s the source of client pain points and problems? How do these bubble to the top?
What do we want visitors to learn or do while on the site? What do you consider success for the site?
Where are these different or the same from what we know/expect they’ll ask?
Reviewing service and offering models
What makes the offerings and services desirable, unique, or special? How would access to these impact our audiences? How are they different from competitors?
How are audiences targeted: by solution? Setting? Discipline? Org type?
How is the brand vision and content different from competitors?
Workshop: targeted questioning and agenda
Introductions: name, role, location, and what roles (hats) being filled for the workshop
Align on workshop goals and expectations
Short summary of company timeline so far
In 3 years: if you ask someone on the street about [Company Name], what would you want them to say? “[Company Name]? As in ____?”
What does storytelling mean to you?
What is the number one question you hear - or expect to hear - about the brand? (for each audience type)
Roles and characteristics of audience types, including internally impacted audiences
A Competitive Analysis and Style Frames were also developed.
This was synthesized into a Creative Brief for the project. I wrote the entirety of the brief and the client approved it as-is with no changes.
Service Mapping
Service Mapping was completed to compile, analyze, de-duplicate, and streamline the services being provided across the constituent brands coming together in the new entity.
49 different service lines were analyzed in this way.
Information Architecture
Three Information Architecture schemas were outlines and pitched to the client. Working with the client, we identified which worked best with the current maturity of the solutions and offerings and worked together to build a Site Map.
User Flows were developed in collaboration with content experts. Wireframing was completed to create a cohesive look and feel to be approved by the client, and was fully prototyped in Adobe XD to share with service line stakeholders, SMEs, and executives to generate buy-in and raise awareness.
An aggressive timeline for both design and development led to several candid scope discussions and Feature Prioritization exercises were completed to make sure that all necessary elements were present in the MVP of the new site.
A basic Design System was created for the client, including colors, icon sets, and several basic components. This allowed the team to build a comprehensive, scalable site.
Results and Next Steps
The project was finished on time and on budget.
The client was happy with the result, and all service line owners were satisfied with how their services were being represented under the new brand.
Site architecture promoted the brand message about transforming healthcare with technology drew in customers and partners, and the web design presented industry thought leadership and brand maturity.
The site had nice Page Insights and Accessibility scores.
The client decided to extend the contract 6 months to allow for non-MVP feature development on the core site, content and brand expansion, and a web app for careers applications.