Southcoast Health
It’s not easy to live in the shadow of a top ranked hospital on the east coast. That was the primary challenge facing Southcoast Health, and also why they rebranded to address the market’s perception that quality health care was only available 50 miles north, in Boston. A key piece of the rebrand was their website, which I designed and collaborated with content strategists, writers, developers and additional designers to create.
Hats worn: UX research, UX strategy, Concepting, Wireframing, Prototyping, Visual design, Animation
Created at Healthgrades
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Insights + Research
The primary goals for the website: delight and inform users, resulting in a conversation or conversion with the health system. Given this goal, the new website experience had to be designed with empathy for the healthcare consumer at the center. We dove into the analytics, looked at trend and user behavior data, analyzed the healthcare demands of the local market and researched what competitors were doing.
UX Strategy
Research findings informed the UX strategy for the project, including the user personas and website architecture.
Wireframes
Rapid wireframe iterations allowed our team to collaborate on ideas with the client, prioritizing important content to make navigation simple for users.
Design System + Animations
We worked with Southcoast to create a digital style guide based on their recent rebrand. This way the website would be scalable and maintain alignment with their visual identity.
The Result
The new website was awarded at the Digital Health Awards, and resulted in a completely improved user experience. Over the course of six months it consistently averaged an 82% increase in traffic, 146% increase in time on site and bounce rates cut in half.
