Ashley Creech

The Challenge: Meeting Modern User Expectations

A healthcare provider’s website is often the first point of interaction for both new and existing patients, making it an invaluable tool for communication, service delivery, and brand perception. However, the client’s website had fallen behind the rapid advancements in web design and user experience. It was no longer a question of mere aesthetics; the outdated design created barriers to access, with confusing navigational structures and content that did not effectively cater to different user needs. Even external users, like potential partners or academic researchers, found the website lacking in utility. Therefore, the challenge was multi-dimensional, requiring a delicate balance of visual appeal, functional efficiency, and content relevance.

The Underlying Issues

• Navigational Confusion: The website’s current layout was disorienting, making it challenging for users to locate the information they needed.
• Content Irrelevance: The existing content was either too general or too specialized, lacking a tailored approach that would serve diverse users effectively.
• Outdated UX: The design was antiquated, falling short in terms of both visual appeal and functional utility. This deterred potential users and negatively impacted the client’s brand image.
• Platform Limitations: The website was hosted on a dated platform that lacked the necessary capabilities to implement modern user-experience strategies effectively.

The Solution: A User-Centric Approach to Website Transformation

The project aimed to do more than just give the website a new coat of paint. It was about fundamentally rethinking how the online experience could serve diverse user needs effectively. The solution wasn’t just technical; it was empathetic. Leveraging user-centric design principles, the project sought to build a new web experience from the ground up on the Sitecore platform. It would incorporate a refreshed content strategy, an intuitive information architecture, and cutting-edge UX design to ensure that every visitor—be it a patient looking for healthcare services or an external user seeking partnership opportunities—would find what they needed with ease.

How I helped

• Content Strategy: I crafted a content mapping document, illustrating the conceptual relationships between different types of content and the distinct user mindsets. This became the blueprint for a new, targeted content approach.
• UX and Information Architecture: By assisting the design team, I ensured that the new layout was not just visually appealing but also intuitive. This involved detailed UX writing, formulating an information architecture, and designing the content for maximum usability.
• Technical Enhancements: I formulated a set of schema.org recommendations, creating a set of page templates that optimized the website for better search engine visibility and performance.

The outcome

The project transformed the client’s website from a labyrinthine maze into an easily navigable, aesthetically pleasing, and functionally efficient platform. With a fresh content strategy and an intuitive design, users could find what they were looking for with minimal effort, whether they were patients seeking healthcare services or external stakeholders looking for partnership opportunities. The implementation of schema.org recommendations also made the website more visible to search engines, thereby increasing organic traffic and enhancing the provider’s digital footprint. Ultimately, the website became not just a point of access but a comprehensive tool that fortified the healthcare provider’s reputation and service quality.

Content Mapping:

Information Architecture:

Schema.org Recommendations:

“Ashley delivered outstanding work in content strategy, design, and schema, collaborating seamlessly with the Product Manager to keep our client presentations clear, concise, and aligned with project goals. Her meticulous preparation ensured smooth execution and minimal client questions or revisions, making this aspect of the project a standout success.”

—Experience Design Account Lead @ Avanade

“Ashley’s contributions were invaluable. She remained focused on core objectives, adapted to new information swiftly, and consistently centered user-focused decision-making. Her fearlessness in learning and applying new techniques, along with her collaboration on design decisions, resulted in high-quality outcomes that strengthened the entire team’s performance.”

—Visual Designer @ Avanade