UX/UI Design for Healthcare Client
Permian Premier was seeking a simplified and personalized experience for patients, providers and employees that showcased their innovative culture and drive as a healthcare group. The challenge was to create a useful, usable, and accessible site for both English and Spanish speaking audiences, with warm, inviting visuals used to gain the trust of new patients.
Initial homepage design was engaging visually, but did not create actual user engagement, it was an oversimplification, with no leading or direction. It was an intentional decision to limit wording, and create visuals that are engaging to appeal to our multilingual audience, but this solution overlooked our main objective to get users engaged immediately. We found that most user testers missed the menu button completely, and the homepage served as just another step in the process as opposed to an overview of services, offering visitors an immediate dive into the engagement process.
"It was an intentional decision to limit wording, and create visuals that are engaging to appeal to our multilingual audience, but this solution overlooked our main objective to get users engaged immediately."
Based on data insights, we found that most visitors use the site to schedule appointments. The second top used function was the search button, perhaps due to a lack of clarity in the experience of the previous design. The other top 4 searches found in data usage are included as large linked icons above the fold. We also included a larger search area and updated the search functionality on the back end to make sure users could find a place to search, and to show a willingness and emphasis on engagement and helpfulness.
"In this project, the act of trying to simplify actually created more complication. Allowing users to have most often used tools at their disposal from the start created a more efficient experience."
Unfortunately, this site never came to completion due to changes in corporate structure. As the lead designer on this project I would have loved to see post-launch insights into user engagement to be able to further test the user experience, bettering the final product for the company and clients.