A regional healthcare services provider in the Pacific Northwest with dozens of hospitals, hundreds of physicians, and thousands of employees had recently partnered with a second large regional healthcare services provider. Their new affiliation allowed both organizations to more effectively collaborate across the region and provide better and more affordable care to patients.
For its first joint offering, “Regional Healthcare” asked Deloitte Digital to help them design and build the customerfacing website for a new Accountable Care Organization (ACO) it was setting up for the employees of a Fortune 100 manufacturing company based in the area. This site would act as the first point of contact and primary access point for company employees seeking informatin about the ACO’s policies, doctors, and locations.
In order to be successful, website visitors would need to be able to:
- learn about and understand Preferred Partnership benefits and options
- find an existing provider or select a new one
- find locations and schedule appointments
The Regional Healthcare in-house development team would maintain, update, and evolve the new ACO site over the long term, but they needed help designing and building its first version within their target timeline. The team I led got them going in the right direction by providing:
- background research and an effective design concept
- information architecture and interaction design to support both desktop and mobile use cases
- visual design that created a fluid, unified look and feel across platforms
- front-end templates that provided specifications for a website that meets business and user needs on day one and is easy to update and maintain over time
Design Research & Domain Modeling
We kicked off the project with a set of stakeholder and user interviews. This helped us understand ACO dependencies, constraints, and business goals, as well as stakeholder and user goals for the website.
From this input, we created a domain model that let us vet our understanding and drive conversations about a design approach. This shared model gave us a constructive way to engage in the complexity of the tasks the website needed to accomplish and keep track of the system’s multiple interaction points and dependencies.
Information Architecture & Interaction Design
Once we had a clear idea of what the system we were designing needed to accomplish, we began working out both the high-level architecture and the fine-grained interaction details that moved users toward their information goals. As associate creative director, my primary role at this phase was to make sure that as a team we adhered to our overall vision and worked with the dynamics of Regional Healthcare’s backend systems to create additional value.
Style Tiles & Visual Design
As our IA and interaction design models started to take shape, I worked with our team’s visual designer to hone a visual design system that would be flexible enough to support multiple platforms, but distinct enough to communicate the site’s brand proposition consistently. We started the process with a set of exploratory style tiles and used those to gather feedback from the client to guide and inform a holistic, systemic approach to a final visual design specification.
Prototype, Code & Test
From the moment that global site structure had become clear, our front-end team began building out the templates that the Regional Healthcare team would integrate into their back-end services. I worked with our developers to ensure that our code met our client’s technical requirements and that it would be something they could maintain in-house over time.
In parallel with this phase, we performed usability tests with early functional prototypes to ensure that we had met and exceeded user expectations – or, in some cases, to show which final revisions we needed needed to make prior to launch.
Regional Healthcare came to us with a vision for what they wanted to achieve with their ACO rollout, but they were unsure of how to most efficiently and effectively accomplish it. My team and I used our collective experience and expertise to craft a website that was performant, easy to maintain, and a pleasure to use.
By keeping Regional Healthcare actively engage throughout the research, design, and development process, we were able to hand over a final product that felt as tailored to their needs and natural to them as if they had designed it themselves.