Case Study

Riley at IU Health

Case Study


Riley Children’s Health needed a website experience that matched its reputation for patient-focused, compassionate healthcare. Additionally, the website would need to position Riley at IU Health as an integrated health system and leader in providing cutting-edge treatment while providing a distinct — but predictable — experience from


Our team of digital experts, UX designers, and savvy developers launched a modern website with a simpler navigation and more intuitive naming hierarchy that established Riley at IU Health as a go-to online resource for children’s health and wellness.


The redesigned Riley at IU Health website provided a better, more informative, and more relevant user experience for patients and families.

Our Approach

At 1,700 pages, Riley at IU Health had a decent-sized website, and we would need to compile a comprehensive inventory of all the content it housed, determine its value and priority, and come up with a plan for organizing it into a new site structure. Our inventory showed that the pages fell into a handful of categories:

  • Departments/Programs: 103
  • Conditions/Services: 345
  • Find A Doctor: 574
  • Locations: 292
  • Blog: 408
  • Total number of pages: ~1,700

This helped us determine a simplified site structure, map user paths, and develop a more relevant user experience where the navigation and content prioritized the information web users were engaging with most.


Anyone who knows Riley at IU Health is aware of the pediatric health system’s reputation for life-saving specialty care. However, Riley at IU Health also has a network of general pediatricians, family medicine providers, and primary care offices across the state. Elevating Riley at IU Health as a Primary Care provider — as well as one of the nation’s top ranked children’s hospitals for acute speciality care — was a top priority. This helped us determine two content focuses for patients: provider information and service information.

To make it easier for parents and caregivers to find information about their provider, we created a Find a Doctor directory specific to Riley at IU Health providers. The directory makes is simpler and faster to find Riley doctors by specialty and location. We also expanded information available in doctor profiles and ensured it was consistent and accurate across the entire directory of more than 500 physician profiles.

Preliminary research for the project revealed that service information was a top priority for web visitors and also the largest content gap for the Riley at IU Health website. To help the team at Riley at IU Health begin filling this gap, we established guidelines for developing valuable, patient-friendly content users would want to engage with. These included key information and topics (Ex., “what to expect,” “how to prepare,” and case studies), voice guidelines (Ex., “Use plain, simple, non-clinical language.”), and insights based on research findings (Ex., 80% of survey responders state they would use website content to educate children and patients).

UI/UX Design

From sitemap to final designs, each phase of design would need to carefully consider how each small decision would affect the entire body of content, functionality, and user flow across the entire website. Creating dynamic wireframes was especially important to this process, since they allow us to prototype pages, visual flow, and user interaction.

Aesthetically, the website features large, patient-focused imagery, reinforcing Riley’s patient-focused approach to healthcare. Much of the imagery across the site is original photography captured by the team at Think Ahead Studios.


The Riley at IU Health website is built on Craft. Craft is a powerful CMS that offered a number of benefits for the website, rich authoring tools, easy third-party integrations, and a flexible approach to content that makes it easier to organize and associate entire content blocks. (Read more about the benefits of Craft for Riley at IU Health.)

To ensure users have the best possible experience, our developers focused on optimizing page speeds and search capabilities across the site. Lazy loading, font optimization, and extensive load testing were vital to the first.

For a better search experience, we built a customer API to deliver the most relevant search results to each individual user. This involved categorizing data sources and standardizing URL parameters and JSON outputs. (For the nitty-gritty on how we did this, check out this blog.) A custom API offers the flexibility of quickly switching out and data sources — as well combining multiple sources — without affecting the way results display to the user.

Project Overview

TEAM: Brittany Schlei, Jon Immel, Seth Benson, Aaron Bushnell

CLIENT: Riley Children’s Health
INDUSTRY: Healthcare
SERVICES: Website Design and Development

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