Uniontown Hospital
Responsive Website Redesign
Uniontown Hospital needed to improve their online communication with their regional audience in a noisy market that was largely monopolized by larger Pittsburgh hospitals. Our team partnered with UH to extend their overall initiative to improve the patient experience to their online presence.
Following our work, the website now represents Uniontown Hospital’s commitment to their patients, showcases their capabilities, and positions them as a reputable, well-established facility in Western PA.
Identifying Website Audience
Members of our Marketing, UX, and Management departments traveled to the hospital to meet the staff, tour the facility, and develop a direct understanding of UH’s project goals. To inform the content architecture for the site, we first identified all audiences who would be entering the site. Below is a sampling of the many personas we created:
Adult Offspring
- Mary, 45
- Seeking care for ailing parent
- Moderate experience with healthcare system
Non-Technical Senior
- Robert, 79
- Insured through Medicaid
- Reluctant web-user, nervous about clicking on the wrong thing
Injured Tourist
- Tom, 40
- Hiking with daughter who gets injured
- Accesses site on mobile phone searching for emergency info
Pregnant Woman
- Tara, 21
- Lower income; lives with parents
- Requires guidance and help with accessing resources
Seeking Employment
- Jen, 27
- Local Fayette county resident
- Obtained certificate from LBI
Building the Framework
We took an iterative approach to the design in order to define the right look and feel. The website needed to invite the user to explore care capabilities through an approachable and accessible design that conveyed a compassionate staff.
Through branded mood-boards and multiple wireframes, we determined a final design that makes it easy for site visitors to determine their appropriate next step and user-flow.
Uniontown Feedback
"Through the dedicated interactions with all members of their support team throughout the process to the exceptional talent and vision of their development personnel to the tireless leadership of our Project Lead, Amber, we were able to gather hundreds of pages of raw departmental information, hundreds of photos, hundreds of competing ideas and passions and create a remarkable site.
We, as an organization, are truly blessed to work with the exceptional team at Blue Archer and look forward to our continued partnership."
- Josh Krysak, Coordinator, Community Relations
Responsive
Because many site-users would access the site for the first time on their mobile phones, the intuitive navigation and content architecture needed to translate responsively to smaller devices. Parents of injured children would seek urgent information regarding ER details in real-time, and tech-savvy prospective patients would explore options on-the-go. The design needed to respond to these users needs and maintain a consistent visual brand.
Custom Personnel Searchable Database
One of the most sought-after pieces of information for users accessing the website would be details regarding specific physicians and health care providers.
We built a custom searchable database that facilitates both front-end user browsing and back-end admin updates. Users can search by specialty type, gender and location.
Conclusion
The updated aesthetic and informed content architecture work together to enable Uniontown Hospital to boost physician and family referrals, increase the transparency between the administration and the community, and reinforce the staff’s commitment to both quality services and overall patient experience.
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