M Health Fairview - Midwest Healthcare
My role a Creative Director for a Minnesota Healthcare Service Provider
Role: Creative Director, Lead UX designer
Duration: 2 years
Client: M Health Fairview. A major Minnesota based healthcare service provider
Deliverables: iOS & Android app, website, careers microsite
Case Study: Digital Front Doors
I initially assumed the role of UX design lead for this project, overseeing the complete redesign of the responsive website. Leveraging UX research methods like user and stakeholder interviews, heuristic evaluations, competitive analysis, baseline and incremental usability tests, along with my extensive experience in the healthcare sector, we successfully revamped the site's navigation and taxonomy.
As the project evolved, our design team underwent changes. Initially, a fellow US-based junior UX designer and I lead the effort, supplemented by additional UX and UI resources based in India, and supported by a 10% allocated Creative Director. We maintained close collaboration with our Deloitte/client-based product managers, in addition to three content designers. This marked my first experience working alongside dedicated content designers, who provided invaluable assistance in research and UX content recommendations. The synergy was truly remarkable!
As we neared the completion of the website redesign, our US-based UX designer departed the firm. Within a few months, the entire USI team underwent a transformation. Shortly thereafter, the Creative Director also left the firm. Given my extensive experience and technical proficiency with the existing website and app, I was appointed as Creative Director. This marked my official designation as a Creative Director for a project, a role I successfully held for nearly two years until unfortunately facing a layoff.
During my time as Creative Director, I led a diverse design team, consisting of a UX researcher and a Senior UX designer onshore, along with three UX designers and four visual designers located in our India studio. I played a pivotal role in the continuous upkeep and enhancement of multiple responsive websites, as well as the iOS and Android app. Additionally, I actively participated in the design process for various new features, including the creation of digital front doors and the development of the careers page.
I take pride in overseeing the development of the 'Digital Front Doors' feature, a project that demanded rigorous research and considerable effort to secure client approval. Our user-centric approach revealed that visitors struggled to locate frequently accessed care-related web pages. To address this, we conceived the idea of a 'Digital Front Doors' page, streamlining navigation for users. This initiative was also encouraged by the business, recognizing the significant impact of specialized healthcare sectors like cancer care and rare diseases on the organization's success.
Through extensive UX research, we determined that providing a dedicated section for users to select their desired comprehensive care type would be the most effective solution. To ensure these care types were easily distinguishable, we introduced a contemporary illustration style to complement them, aiding users in quickly identifying the type of care they sought. Balancing adherence to the established design system and brand identity while also introducing distinctive elements posed a challenge, but ultimately, our efforts resulted in a successful implementation.