TRINITY HEALTH UNIFIED CONSUMER WEBSITE

SOLUTION:

This multi-year project required a great deal of strategy. The 21-site project was originally slated to be a five-year rollout, but it got fast tracked to a two-year rollout. So, not only was this project challenging because of the many different UX and IAs we had to standardize and get approved through upwards of seven layers of stakeholders, we had to do it quickly and within budget.

We started with user testing on the existing sites to get an understanding of what was working and what was broken. We then did an IA and content deep dive to outline areas where we had content alignment and gaps. From there, we ventured into the analytics to get a better understanding of user flow and consumption on the sites. This helped outline the main navigational structure.

We also wanted to be mindful of how users are accustomed to searching and wanted to present them with a familiar Amazon- or Google-like search experience. The goal of all of this was to drive users to their point of conversion as quickly and seamlessly as possible.

Simultaneously, we developed and tested wireframes virtually asking people to use the “think aloud” method. These wireframes became the foundation of the design comps.

We then needed to narrow down how the individual brands could be built into the design comps so the local brands could still be showcased.