Jefferson Health
Unifying 7+ Healthcare institutions under one domain.
Unification and simplicity were key in putting users first in every digital interaction for Jefferson Health. Creating a powerful and flexible design system and experience that will last was critical.
Industry
Healthcare
Client
Jefferson Health
Time on the account
2 years
Agency/Consultancy
Hero Digital
Links
Context
Changing consumer expectations and Jefferson’s digital patient experience. Jefferson Health had recently acquired 7+ healthcare networks and needed support in re-platforming, re-designing and unifying the networks into one central patient first experience.
Problem
When in the research and discovery phase of the project we noticed that traffic landing on site was spread across many key entry points. One of the major entry points were provider profiles themselves - likely originating from 3rd party doctor search listings/tools like HealthGrades etc.
It was important to ensure provider profiles were not only comprehensive and contextually relevant but were also designed to create simple easy pathways to booking appointments.
Our research pointed us to these problem areas:
The brand was stale and overlooked in the highly competitive NE region of the USA.
Users were mostly using 3rd party provider listing sites to enter jeffersonhealth.org
Provider profiles were incomplete, lacked key information and enquiries and bookings were frustrating consumers.
Objective
After completing research and discovery, prioritising key personas and journeys we aligned on the following key objectives for redesign.
We aligned on 3 primary objectives for redesign:
Redesign the look and feel of the brand to feel fresh and standout in a competitor rich region of NE USA.
Design a flexible and modular experience and navigation model that would allow for future acquisitions to the healthcare network.
Completely rethink provider profiles, patient bookings & points of enquiry.
"This is more modern. It feels better looking than what I initially expected from a health care provider. It feels very youthful, fun, dynamic. Beautiful colors. It took me by surprise."
Participants used words like vibrant, bold, energizing, colorful, eye catching, youthful, and modern to describe the homepage and design prototypes for testing.
Sub-navigation was not initially noticed
Sub-navigation for locations and departments was not initially noticed by users and needed to be optimised. We introduced on-load micro animations to draw the eye and demonstrate functionality.
Increase in navigation interaction
Providers are the gateway to loyalty
When in the research and discovery phase of the project we noticed that traffic landing on site were spread across many key entry points. One of the major entry points were provider profiles themselves - likely originating from 3rd party doctor search listings/tools like HealthGrades etc.
It was important to ensure provider profiles were not only comprehensive and contextually relevant but were also designed to create simple easy pathways to booking appointments.
Results and outcomes
Many years on and the website still serves Jefferson Health, its providers and patients well having continue to grow and acquire more health facilities and networks in the tri state area.
17+
Hospitals added
160+
Outpatient facilities
122%
Increase in online appointments
