Working with the team at White Rhino, I led the design and direction for a large website refresh that modernized a prominent American health care brand.
A significant part of the design challenge was to maintain the integrity of an outdated brand while infusing a more modern look and feel.
As part of a re-platform of the Arkansas Children’s website, Arkansas Children’s needed to improve the way users interacted with content. With the variety of features that could cause scope creep, the team decided to focus heavily on Advanced Search, User Journey Navigation, and User Onboarding.
The goal for this site was to meet AA accessibility standards with type size (15pt minimum), contrast (60% or higher), screen-reader alt text, and two visual changes to any interactive content (hover states changed by colour and motion).
We rigoursly tested an advanced search function that provided Arkansas Children’s Hospital with a state of the art user experience that achieved a robust search similar to those used in e-commerce.
Content was optimized for the user persona and driven by cookie-based geo-location. It was also important for content to be easily digestible and segmented for use on social platforms.
An onboarding process was essential to introducing user-specific dynamic content. This process allowed the user to choose content by location, persona, and interests.
The art direction for this website was a challenge. The goal was to find a visual position between child-like and professional. We landed on “child-savvy”.
An onboarding process was essential to introducing user-specific dynamic content. This process allowed the user to choose content by location, persona, and interests.
The website refresh project for White Rhino and Arkansas Children’s was a successful effort to modernize the look and feel of a prominent American healthcare brand while maintaining its integrity. By focusing on key features such as Advanced Search, User Journey Navigation, and User Onboarding, we were able to improve the way users interacted with content and enhance the overall user experience.
The resulting website was well received by users and helped to solidify the brand’s position as a leader in the healthcare industry. This project demonstrates the value of a user-centered approach to design and the importance of carefully managing scope in order to achieve successful outcomes.
