Patients’ primary reasons for visiting our website are to easily find services, search providers, or find directions to a clinic. Over the past decade, the sudden rise of smartphones resulted in increased web visits taking place on a mobile device. Further, technologies like responsive design have tailor the site visitor’s experience regardless of device. As UI Health Marketing saw the number of mobile web visits increase, it recognized that the site — originally designed in 2009 — was not positioned to best serve patient needs, nor to meet their changing expectations on the web. Redesigns and rebuilding the website became a top priority.
The strategy and research components of project included nearly 20 focus group and stakeholder interviews, primary-audience interviews, provider- and patient-focused surveys, peer reviews, and workshops with the UI Health Patient & Family Advisory Council that resulted in three major goals:
1. Patient-focused design
2. Improve Find A Doctor and Appointment Request action items
3. Improve technology and operations
With goals established, the Marketing team moved forward with creating usability wireframes to determine priority and functionality of main content areas. The wireframes and draft designs were exposed to a mix on onsite patients and visitors and online testing before a final design was selected and approved by leadership.
As part of the redesign, the web team asserted that the best way to manage the site was to utilize a library of content tools, and the most efficient way to create this environment was to rebuild the content management system (CMS) from scratch. Alongside the design, the team contracted a vendor to create a new version of the CMS using its platform. The new CMS allows the site to have more flexibility and customization than before.
After the build, the team executed a comprehensive communications plan to insure that key stakeholders and external web managers were informed of various changes/updates to content and URLs, so that everything was connected at go-live
Marketing Cost SavingsBy keeping in-house the majority of the design, writing, quality assurance, and project management.
Online Appointment IncreaseUser focused design increased the awareness of the online appointment function of the website.
Average User Session IncreaseUser focused design increased the average user session time.
Time On Page IncreaseUser focused design increased a user spent time on page.
Bounce Rate DecreaseThe new design decreased the bounce rate.
Website Design & DevelopmentThe Illinois Society for Healthcare Marketing and Public Relations awarded UI Health the Award of Merit for our Website Redesign. All website entries were judged on creativity, complexity and user-friendliness as well as the quality of the information provide.