Creating a Great Online Hospital Experience
Boston’s Brigham and Women’s Hospital (BWH) is an international leader in virtually every area of medicine and has been the site of pioneering breakthroughs that have improved lives around the world. Their website, however had no logical content organization and as a result, visitors were unable to perform even the simplest of tasks, including finding a doctor, learning about a condition, or getting directions to the hospital. The site design was also dated, and did not reflect their position as one of U.S. News and World Report’s top 10 US Hospitals.
- Interviews across all key internal stakeholders
- User personas representing all major site visitors
- Usability tests and focus groups with the hospital’s core patients and visitors
- Dramatically increased site traffic
In order to remedy the site's problems, it needed to be easier to use, provide a consistent visual experience and be scalable in order to accommodate future content without having to completely redesign the site or its navigation.
Usability tests and focus groups were performed with the hospital’s core patients and visitors. The data gathered during observations helped our experience designers reorganize the site’s content into logical buckets that helped guide site visitors through the process of performing key tasks. In addition to reorganizing the navigation structure, the new site drove users to fresh content and top tasks by the use of timely marketing push areas. We engaged in stakeholder interviews, user research, heuristic and competitive analysis, usability testing (in partnership with the Bentley team), task flow scenarios, information architecture, visual design, and HTML/CSS and Flash development.
The updated website greatly satisfied the need for a refreshed look and feel to better represent Brigham and Women’s Hospital as a state of the art medical facility. Screenshots have been used in television ads to promote the hospital and the recently completed Shapiro Cardiovascular Center. Site traffic increased and unique visitors, visiting unique pages within the site, rose dramatically in the first month after launch.
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