Andrews Sports Medicine
About the project // Dr. Andrews is one of the nation’s most respected and well known orthopedic surgeons and sports medicine specialists. He’s known for treating professional athletes, including Adrian Peterson and Drew Brees, and his role as official physician for Alabama, Auburn and the Redskins. However, this reputation led to a growing perception by consumers that the practice only treated athletes, and therefore would seek care elsewhere. This was the challenge set before my team and me in the re-design of their website.
Hats worn: UX research, UX strategy, Concepting, Wireframing, Prototyping, Visual design, Animation
Created at Healthgrades
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UX Research + Strategy:
Finding a focus // As we conducted market research, we found that non athlete consumers who had been treated by the practice were highly satisfied with their results and experience. The Facebook page had 147 reviews with an average of 4.9 out of 5 stars! So, where was this perception that they only treated athletes coming from? Quite simply: their website. Its focus was on their own physicians and athletes, not the audiences they wanted to attract. This had to shift.
We used website user data and consumer research to build user personas with their stories, needs and challenges. This included the Caregiver Mom (a family’s healthcare decision maker), the highly-active, middle-aged Weekend Warrior and the quality-conscious Medical Traveler. User paths were created based on the personas, which then informed content strategy, site architecture and page layout.
Strategic layouts:
We placed key user actions in high-visibility areas on each page, including a sticky action bar to the bottom of mobile device screens. The home page was designed to communicate relevance to those wanting to “pursue victory over injury,” by showing patient comeback stories paired with the story of how the Andrews Sports Medicine physicians partner with patients throughout the process.
Physician search made easier:
Sometimes patients approached the practice wanting a second opinion, and sometimes patients did not need surgery. We created a simple, two-step form to make finding the right physician much easier than filtering through a list or calling the main phone number.
Scalable design system:
Keeping the Andrews Sports Medicine logo was a requirement, so we aligned with their new brand personality of being driven, engaged and relentless. The result was an empowering, flexible design system and style guide with color, type, photographic style, UI animations and iconography.
Results + Recognition:
The website was awarded a Digital Health Award and eHealthcare Leadership Awards.
With the new website launch, more athletically-minded people needing orthopedic care were connected with the Andrews Sports Medicine. The quantity of visits increased by 37% and over 700 appointments were placed via the website within months of the new site launch.