BayCare Health System
Home Pages for Hospitals within a Health System
Large health systems like BayCare support not just the system-wide brand, but the brands and reputations of hospitals that represent their regions. Patients and caregivers often recognized either the BayCare brand or that of the individual hospital, but when it came time to navigate to resources, they were often lost looking for information or locating these places.
PROJECT GOAL
Update hospital home pages to prioritize content for the users and address challenges navigating the health system vs hospital p
ROLE
My role was researcher and designer, focused on the challenges in navigation and content to help support resource identification and paths forward.
The Original Design
The "before" of hospital home pages was cluttered with unclear navigation. Often users were become confused trying to find information about the location or what services were offered. Additionally, users would “spin out” once their cursor landed on the Google map embedded on the page, and were unable to scroll to any content below.
The target areas of improvement included:
Accessibility
Ease of use (increase completion rate)
Satisfaction
Improved flow of page
The mockup version of the hospital home page prioritized content based on marketing feedback and user data, which helped us learn more about the typical actions users wanted to take from a hospital page. This could include bill payment, portal access, and more.
Through stakeholder engagement, we learned that hospital pages should instead reflect more so the hospital’s identity, and that we could prioritize the system-level on other pages
The Final Design
BayCare.org has been updated to service clearer navigation and actions that visitors may take when navigating a hospital home page. The simplified architecture helps support addressing the frequent questions visitors posed to the hospital while also integrating the digital marketing needs for hospital identity.
Project Outcomes
This design doubled click path success rate in the first 30 days for users accessing hospital-related date with content organization redesign.
