Mad*Pow - Healthcare Case Studies - Brigham Women's Hospital

OVERVIEW

The Bentley College Design and Usability Center (Mad*Pow’s partner and client) was engaged to do research and usability analysis on the existing BWH site, and reached out to Mad*Pow to provide research, creative design and implementation support. Brigham and Women’s previous web site had no logical content organization. As a result, visitors were unable to perform even the simplest of tasks, including finding a doctor, learning about a condition, or getting directions to the hospital. The site design was also extremely dated, and did not reflect BWH’s position as one of US News and World Report’s top 10 US Hospitals.

In order to remedy these problems, the site needed to be easier to use, provide a consistent visual experience and be scalable in order to accommodate future content without having to completely redesign the site or its navigation.

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Mad*Pow Partners with Brigham & Women's Hospital to Improve the Navigation and Modernize the Look and Feel of their Website

PROCESS

Usability tests and focus groups were performed with the hospital’s core patients and visitors. The data gathered during observations helped our experience designers reorganize the site’s content into logical buckets that helped guide site visitors through the process of performing key tasks. Besides reorganizing the navigation structure, the new homepage drove users to fresh content and top tasks by the use of timely marketing push areas. Mad*Pow engaged in stakeholder interviews, user research, heuristic and competitive analysis, usability testing (in partnership with the Bentley team), task flow scenarios, information architecture, visual design, and HTML/CSS and Flash development.

RESULTS

The homepage has been redesigned and launched, with the remaining site design and development work still in progress. The updated homepage greatly satisfied the need for a refreshed look and feel to better represent Brigham and Women’s Hospital as a state of the art medical facility. Screenshots have been used in television ads to promote the hospital and the recently completed Shapiro Cardiovascular Center. Site traffic increased and unique visitors, visiting unique pages within the site rose dramatically in the first month after launch.

Mad*Pow Partners with Brigham & Women’s Hospital to Improve the Navigation and Modernize the Look and Feel of their Website