About

Novant Health is a not-for-profit integrated system of 15 medical centers and more than 1,800 physicians in over 800 locations, as well as numerous outpatient surgery centers, medical plazas, rehabilitation programs, diagnostic imaging centers and community health outreach programs. Novant Health's more than 35,000 team members and physician partners care for patients and communities in North Carolina, South Carolina and Georgia.

THE PROBLEM

Novant Health has a large system of medical centers and locations, but their website presence did was unable to represent the quality of their services and outreach in their communities.

  • Lacks emotional connection with target audience

  • Not scalable for the companies size and growth

  • Not modernized to the Novant Health brand

  • Poor Navigation, cluttered UI, and difficult to scan and read

THE SOLUTION

Novant needed a website that provided a positive experience to their wide array of users looking for medical care, treatment, and procedures. Users needed to be able to easily search Novant for physicians, clinics, and services available. I was tasked with building an experience that could create a sense of trust and comfort in choosing Novant for your health care needs.

MY ROLE

I contributed to the beginning to end process of creating Novant’s new web experience. I worked closely with a UX Researcher, Project Manger, team of developers, and stake holders from Novant. I owned the design processes for industry research, high fidelity designs iterations, prototyping, and creating/managing Novant’s design system.

 

Competitive rESEARCH

Before beginning the design process for Novant Health redesigned web experience, I began by looking at their competitors to get an idea of what they were doing well at or lacking. I always find it important to also take a look at indirect competitors for ideas that will help to set a website ahead of what’s available in
their current market.

Pros:

  • Mayo clinic brought a very interesting way to search conditions and services, it made the experience interactive unlike many of their competitors.

  • A couple of competitors brought focus to helping their user with a search for “How can we help you…”

Cons

  • Many of Novant Health competitors had outdated designs, and lacked using many of their brand colors to help their web experience stand out.

  • Brands such as Standford Health and Cleveland Clinic experiences felt really cold instead of inviting towards users that are looking for help and guidance and need to find trust in their providers.

 

How might we tell the Novant Health brand story and better connect with users?

 
 

Novant Health’s current experience lacked telling their brand story and showing their users that they are there to help. I was tasked with giving Novant options to help tell their brand story so that users would feel confident in selecting Novant as a trustworthy provider.

 

How might we make it easier for users to search for services available
to both them and their loved ones?

 

Novant’s users come from all different backgrounds, some of their users are looking to start taking care of their health and need to search for services available, some could be worried and unsure what lies ahead for their loved ones and are looking for a provider to help guide them through this new life journey, and some could be recently diagnosed with a disorder/illness and are scared looking for support. No matter the need, Novant Health needed an easy way for a user to search for services and providers covered under their large umbrella of clinics and providers. We explored a search tool that could allow users to search by keyword and it would populate any page on the website containing that keyword to help make finding the service they need easier.

 
 
 
 

Prototyping

During the high fidelity designs phase I worked closely with stakeholders and engineers to create a solution that will stand out from Novant’s competitors. During this phase I was able to reference low-fidelity wireframes I was provided by the UX Researcher to create a delightful experience that gave Novant Health a modern web presence, that would make a users search experience simplified. I explored multiple design styles for their web experience. First starting with a very clean neutral experience versus a vibrant experience that pulled from a lot of Novant brand colors. After exploring both options I landed on a combination of the two separate styles that was a good balance of neutrals and the Novant brand colors. The new style of the website was received extremely well, and it built a lot of buzz and excitement for the future web experience for Novant!

 

Both Desktop and mobile prototypes have limited interactions. Feel free to scroll through the page or click with your cursor or tab with your keyboard arrows to see additional screens.

 
 

Interested to see more of my work?

Check out my other case studies