Penn Medicine - Heads Up

How do you design a website that speaks about a delicate subject matter to multiple audiences while complying with hipaa that offers information, demonstrates compassion and provides hope?

This project did not have any business objectives in the sense that there was no lead funnel or sales funnel. Instead, and in place of the typical revenue goals, it had a mission to educate and provide hope. The subject is one that incites fear, is rarely talked about in public, and is misunderstood. It also affects not hundreds, not a few thousand, but a hundred thousand young people each year. The website needed to reach not just those affected directly, but all those who were indirectly affected. Parents, family members, doctors, and others in various professions were all dealing with psychosis in different ways. To address each audience types different needs, the website needed well thought-out structure and navigation. It needed activities and tools that invited engagement and interaction, and it needed a personality that was able to create trust and build confidence.

To start, we needed to find the voices of each audience type and discover the what and why each needed the website. To accomplish this, we conducted a workshop with the client team. These were people who were around the children everyday, who were answering questions from parents and visiting clinics to educate staff. We placed large sheets of paper on the walls and labeled each one with an identified audience. We when let the client team walk from sheet and place sticky notes on them that contained a need or concern of that audience type. Together, we identified common themes from the notes and arranged them into those themes.

The needs and concerns sheet for parents/caregivers audience

Using the workshop findings, I then created a sitemap for the website that directed each audience type to the section of the website they needed. The website's primary audience was those directly experiencing psychosis, so the voice of the site was given to them by the use of first-person narrative.

The sitemap directing each audience type to the help they were searching for.

With the sitemap in place, we could then plan how the users were going to receive the intended information they needed. I worked with the Creative Director, and together we designed wireframes that included how the site would be designed with information and interactivity.

Wireframe with interaction and engagement activities

The wireframes and sitemap was given to the designers and developers and given the stories of the audiences from the research. They were able to then create a website that used language, colors, and content to invite, educate, and give each audience what they were looking for.

The result?

◉ Visitors spend over 3 minutes on the “For Me” page that is targeted towards young people experiencing psychosis first-hand.

◉ The web pages and digital resources for clinicians have a very low bounce rate and represent 50% of site traffic.

◉ “Find a Center” is the 3rd most trafficked page and is performing well with average visitors spending over 3 minutes engaging with this content.

Working on this project was a privilege and I consider it one my top career achievements. It is, to me, a true example of how UX research and strategy can be combined with design to create something that makes a positive difference in people's lives.

Some nice things said about me...

I have had the great pleasure of both managing Laurel and working along side her as a designer, and she is a dream in both scenarios.
In no particular order if Laurel was a box of cereal and you turned her around to read her label it would list ingredients like: natural leader, presentation ready, client facing salts, highly concentrated gumption, liquid awesome, craft dedication, and organically grown badassery.
Download My PDF Resume
You know you want to.

Start a conversation...

Thank you for reaching out. If a reply is needed, you will receive one shortly.
Oops! Something went wrong while submitting the form.