Company / Year
UT Southwestern Medical Center, 2023
UT Southwestern Medical Center, 2023
My Role
Wireframing, competitive analysis, prototyping, user flow, & user testing
Wireframing, competitive analysis, prototyping, user flow, & user testing
Problem
Goal
The landing page at the time was in a V2 style state on our new V3 platform. As well as clean out clutter on the page from broken links to out of date sources. A good amount of the audience coming to the site wasn't getting the information needed or had a hard time navigating to it.
The goal was to revamp our homepage using the new v3 style guide, aiming to create a refreshed user experience that addresses current pain points and establishes a lasting foundation for the next few years.
Approach
Data and Competitive Analytics: Start by conducting a thorough analysis of the existing website's performance metrics, such as traffic, bounce rates, and user engagement. Additionally, analyze competitors' websites to identify industry trends, best practices, and areas for improvement.
UX Research: Conduct user research to understand the needs, preferences, and behaviors of the website's target audience, which may include patients, healthcare professionals, researchers, and administrators. This involves techniques such as surveys, interviews, and usability testing to gather insights that will inform the redesign process.
UX Design: Utilize the findings from the research phase to inform the design of the new website. Develop wireframes and prototypes to visualize the layout, navigation, and functionality of the site. Pay close attention to usability, accessibility, and responsive design to ensure a seamless user experience across various devices and screen sizes.
Review and Pitching Processes with VP & President: Present the proposed redesign to key stakeholders, including the Vice President and President of UT Southwestern. This involves pitching the rationale behind design decisions, highlighting how the new website addresses user needs and aligns with the organization's goals and brand identity. Incorporate feedback from stakeholders to refine the design and ensure buy-in for the project.
Iterative Review and Refinement: Continuously iterate on the design based on feedback from stakeholders, usability testing, and ongoing analytics. This may involve tweaking visual elements, refining content, or optimizing functionality to further enhance the user experience and achieve the desired outcomes.
Challenges
Technology constraints of the interface we're using. It's only so much flexibility we have for a main landing page. Anything new will cause delay in publish date.
Getting the mega navigation revamped on the homepage. It was a lot of information for the typical audience to digest in a visit. But it being a hospital we have to be careful with what we keep or pull since it'll be a new dropdown.
Getting the mega navigation revamped on the homepage. It was a lot of information for the typical audience to digest in a visit. But it being a hospital we have to be careful with what we keep or pull since it'll be a new dropdown.
WACG boundaries to abide by for the upcoming audit year. We needed to make sure it fall within the passing zones as a government website. So any interactive elements we had .. we had to make sure and put through multiple tests.
