HEALTHCARE BRAND WEBSITE
Digital transformation for the online presence of a leading healthcare brand
Project Roles
Sr UX Writer
Company
City of Hope
Challenge
Take the online presence of a highly-respected healthcare brand to the next level. A large and complex project involving 11 audiences with individual goals, 5,0000 pages of content that needed migrating to the new site, and over 15 page types.
Solution
Site architecture, navigation, page componentry, design, and the brand tone and voice were all part of this brand evolution. The client’s brand communication team was particularly interested in increasing the emotional impact of the textual communications throughout the site.
Designing user journeys, not pages
The big picture is about moving visitors along a path to mutual success. And that involves the complete user experience. Front to back. Top to bottom. In this case, helping each of those 11 audiences easily achieve their desired goals while leveling up their perception of the brand.
Reframing the brand story through humanizing the tone and voice
The brand was interested in injecting more emotionally-driven copy into their page content. So I devised a strategic messaging flow for addressing key objections along the buyer’s emotional journey to conversion. Before and after comparisons demonstrated how we could deliver a more emotionally-driven story on key landing and conversion pages.
Setting up the client team for long-term success
Websites aren’t static. In fact, as the centerpiece for all things brand communications, they’re more fluid than ever. To address that critical requirement, we crystallized our content and UX strategy into a clear methodology that can be executed at scale.
I co-authored a page creative and development guide outlining the user’s emotional journey and the necessary points the brand would need to address to move them toward the user goal. This is an example of where the UX design strategy around componentry provided brand consistency and production efficiencies at scale.
