Collaborative Health Network's Digital Ecosystem
Experience Design Strategy and Direction
Design of multi-site digital ecosystem supporting internal staff objectives, provider network outreach and community health objectives.
OBJECTIVE
Create a streamlined, user-focused digital ecosystem for network growth and member engagement, creating a more digestible experience for all users.
Vanderbilt Health Affiliated Network is comprised of provider members from various organizations who work together to meet quality metrics and improve the health of the community and region.
The marketing website and member resource hub were in need of experience ownership to align objectives and user pathways, consolidate and simplify information sharing, and create a 2-sided resource hub for members and staff to better collaborate and serve the regional patient population.
Problem
Disjointed collection of pages and sites.
Confusing, hard to digest subject matter.
No clear story. No clear objectives for users.
Users and Audience
Informational Growth Engine for potential members, brokers, patients and community. Resource Hub for new and existing provider members, internal network staff.
My Role
Defining user experience strategy,
Directing design to ensure a consistent experience.
Inspiring executive support using data-backed insights.
Evangelizing and training on updated solutions.
Support Team
Dedicated executive approver, review team of network subject matter experts, team of designers and developers, project managers, content writers, insights manager, analytics partner
Key Aspects of Process
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Interviewed users on processes and use cases.
- Gathered existing user-insights data (limited).
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Ran audit of all existing pages on all sites.
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Aggregated insights to discuss with program leads.
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Outlined user objectives and defined solutions.
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Consolidated and defined information.
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Developed sitemaps and information architecture.
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Organized subject matter expert team for reviews.
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Defined executive review process and garnered buy-in with regular update cadence and single sign-off named
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Defined individual site objectives.
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Outlined user flows in each and between both.
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Created wireframes and tested prototypes.
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Directed development and reviews.
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Supported asset audits
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Evangelized updates and trained staff on how to utilize sites.
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Continual process improvement and UX guidance
We defined a guided exploration of resources for new members, a quickly accessible library of assets for more familiar users, and a way to give potential members a taste of the value of membership in one tool.
Process Detail
VHAN.com and VHANHub.com have created a foundational system on which we can continue to grow the network and improve member's ability to care for patients, and patients' understanding of well care.
Unexpected Value
Upon publish, directors began using VHAN.com and VHANHub.com to train and onboard new members and thanked our team for providing internal process improvement. More patient-facing value is being added and we are planning ways to incorporate this growing audience more intentionally.
Key Results
Initial data suggests upticks in session times, page views, new users visits to VHAN.com and increased member engagement on VHANHub.com. Staff have a better understanding of how they can support practices, and track quality metrics, and our 5 point score on navigability and accessibility of the site has increased by 3 points in user surveys.
A Key Learning: VHAN.com
We defined a user-based navigation early in our discovery phase to coincide with a provider directory tool that was also in development. The Network does not have clean data, so we were unable to include this directory, which caused confusion for patients coming to the site looking for providers. We pinpointed this issue through data insights and alleviated issues through refined explanations, removing an overview map, and directing patients to action for learning about area providers.
A Key Learning: VHAN Hub
We were unable to license a product due to enterprise procurement processes and built the resource library through using a plugin. The amount of assets slows the site, and we are currently in the process of procuring and establishing an improved solution. The multi-channel approach to asset discovery helps alleviate this issue in the interim.
