Seton Medical Center (SMC) and Dell Children's Hospital (DCH) are two hospitals dedicated to providing specialized care for children in Austin, Texas. Facing the challenges of evolving healthcare needs and the impact of the Covid-19 pandemic on traditional outreach methods, we recognized the necessity for a strategic rebranding effort to better connect with our target audience and expand our reach in the digital sphere.
INTRODUCTION
In response, we initiated a comprehensive rebranding project that includes refreshing the visual identity and messaging of both hospitals, along with enhancing our online presence through a new website.
MY ROLE
Brand Strategist, UI Designer, UX Researcher, Project Manager Research, brand development, design implementation, stakeholder collaboration, prototyping.
The TEAM
Myself, 1 UI Designers, 2 Hospital Administrators, 2 Developers, 1 Lifestyle Photographer
TIMELINE
16 weeks total for both sites
Tailored Digital Experiences
Crafting cohesive yet distinct web and mobile interfaces to reflect the unique user personas of Seton and Dell Children’s Hospitals
At Dell Children’s, our approach was vibrant and playful, resonating with the energy of young patients. Using colorful palettes and whimsical elements, like clouds and kites, we created an engaging digital space that fosters comfort and joy.
In contrast, Seton required a more serious tone to convey the gravity of their services. With a similar and fun color palette and clean design, we prioritized clarity and professionalism while maintaining warmth. Despite their differences, both platforms delivered intuitive experiences, tailored to their audiences.
Existing website and brand were not portraying value and generating leads
PROBLEM
Business Objectives
Increasing patient acquisition and retention
Enhancing brand perception
Differentiating from competitors
Improving user experience and satisfaction
My Project Involvement
User Research, User Persona
A/B Testing
Information Architecture
Wireframing, Prototyping, Interactive Animations.
Limiting Factors
Existing brand guidelines
Restricted launch timelines
COVID environment
Regulatory compliance
Stakeholder alignment
Elevating Healthcare Experiences
Through meticulous UX design, the hospitals have orchestrated a transformation in the online experience for patients, families, and caregivers alike. Every element, from intuitive navigation to empathetic content, is crafted with the user in mind. The websites serve as digital gateways to compassionate care, offering seamless access to essential information, resources for managing health conditions, and appointment scheduling.
Through meticulous UX design, the hospitals have orchestrated a transformation in the online experience for patients, families, and caregivers alike. Every element, from intuitive navigation to empathetic content, is crafted with the user in mind. The websites serve as digital gateways to compassionate care, offering seamless access to essential information, resources for managing health conditions, and appointment scheduling.
THE RESULT
A digital presence that not only portrays value but also generates leads, reinforcing SMC and DCH's position as pillars of compassionate healthcare while nurturing healthier communities together.