Women’s Healthcare Associates

UX/UI and Website Design

wha-cinema-1.jpg

A healthcare website centered around your life stage.

Healthcare is a complex and confusing topic. Our focus group research found that women were interested in resources that can help them navigate through their health journey. By breaking down information and services to relevant life stages, we created a website for WHA that met their patients where they are. An on-site photoshoot added life and warmth to create welcoming experience.

Details

  • Mary-Catherine Jones - Creative Director, Copy
    Ethan Nguyen - Senior Art Director, UX/UI
    Joey Yax - Lead Developer
    Esther Godoy - Front End Developer
    NashCO - Photography
    Sesha Laughlin - Account Supervisor

  • We started with the usual competitive analysis and online survey, but it was the in-person group interview with WHA’s patients that gave us the insight we needed to re-envision the website. It was apparent that the women in our focus group were not confident when it came to their healthcare.

    “I don’t know what I don’t know.” - Interviewee

    Almost 85% felt lost when determining a continual care plan and 66% didn’t know how to bring up health concerns with their providers. Finally, our collective research showed that over 70% of our audience did not know where to start when arriving at a healthcare website.

    “Just tell me what I need to do right now.” - Interviewee

  • When it came to cracking the ideal user journey for WHA, content strategy was king. Taking into account all the integral content from the existing site and the very high user traffic and SEO ranking of their blog, I developed a site architecture that reorganized the wealth of information provided by WHA into contextually relevant life stages for their user. Working directly with the healthcare providers, we determined the age ranges which had the biggest differentiating health factors. That became the core of our site navigation. Finally, Mary-Catherine provided the icing on the cake with the perfect voice and tone that was vital to the brand.

  • The final product was a website that was catering directly to you. Over the course of three months, we saw average conversion rates between 11% to 14% (based on general contact and provider appointment booking). More importantly, we received a ton of love from WHA’s patients.

    “OMG, I luuvvvv the new website! Hands down the best lady bits doctor website I’ve ever seen!” - WHA Patient


Research

  • Focus group interview questions and planning

  • Survey Monkey survey

  • Hotjar heatmap

  • Provider questionnaire

  • Content audit

  • Competitive analysis


Define

  • User journey mapping

  • Content matrix

  • Information architecture

  • Site map


Ideate

  • UI style board

  • Wireframes

  • Invision clickable prototype

  • Testing and feedback


Design

  • High fidelity comps

  • Design system

  • Photography art direction

  • Development hand-off

  • Stand-up prototype

  • QA and more testing

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