BayCare Health System
Taking Action with Home Page Action Buttons
When patients visit the home page of BayCare.org, many may visit for a variety of healthcare needs: finding a physician; locating a physician clinic, urgent care, or hospital; access their existing patient portal; schedule a new appointment; or simply navigate on behalf of a loved one as a care partner.
PROJECT GOAL
Prioritize actions on the home screen to guide web visitors to reach their desired locations in a timely manner.
ROLE
My role was researcher and designer, considering navigation patterns, high traffic areas of the website, and business stakeholders’ desired areas of focus.
The Original Design
The "before" home page of BayCare.org was limited to a horizontal navigation with a large banner, which hid any actions below the browser fold. Additionally, most actionable content was reduced to cards.
The target areas of improvement included:
Accessibility
Clear indications of actions (i.e. replace cards with action buttons)
Ease of use (increase visitor completion rate and reduce bounce rate)
Streamlining user paths to primary target pages (i.e. find urgent care or a doctor, bill payment collection)
Driving action for visitors
The resulting design leveraged feedback from our Google Analytics platform for engagement measures and website heat maps to help determine where concentrations of the users would spend time.
Based on business goals of guiding patients to accessing their patient portal, finding a doctor, and locating bill pay, the team decided to prioritize action buttons accordingly. The visual hierarchy design addressed these priorities.
Additionally, actions are now moved “above the fold” to reduce users’ burden of scrolling to see what actions are available.