Meeting modern consumer expectations in healthcare

The challenge was to help a large academic healthcare system meet consumer expectations shaped by retail and banking by transforming an outdated site into a modern, highly usable experience. Patients needed seamless self service with real time, location based content they could act on, but the organization also had to navigate complex privacy and legal requirements. The task was to design a personalized digital journey that felt fast and intuitive while honoring the rigor of healthcare compliance.

We rebuilt the site from the ground up to deliver an intuitive, empathetic experience that made healthcare information easier to find and act on. Guided by customer research and client needs, we created a patient focused design that remembered past visits while respecting privacy, added a chatbot and real time feedback, expanded physician bios with ratings, and pushed accurate location and provider data to services like Google and Yelp. We enabled online appointment scheduling, bill pay, and other self service tools to give people more control over their care. For the internal team, we engineered a flexible CMS that simplified edits and updates so content stayed timely and the experience stayed useful.

The redesigned site delivered immediate and sustained impact: positive patient feedback paired with measurable gains, including a 16% increase in search activity within the first two weeks, a 17% lift in online appointment scheduling, a 25% increase in average monthly users, and more than 10,000 appointments self scheduled each month. The performance led to a Hermes Creative Award for excellence in healthcare marketing and reinforced long term improvements in patient engagement and experience.