A Healthcare Website for Seniors & Their Families
Customer journey and user research insights guided Hebrew SeniorLife as we redesigned their website to serve seniors, families, doctors, and patients at both their Harvard-affiliated rehabilitation hospital and five senior living communities.
- Healthcare
- Non Profit
- Website Redesign
Services
- User Research
- Visual Design
- Strategy
- Content Strategy
- Drupal Development
- Digital Marketing
A Unique Combination of Senior Living + Rehabilitation Hospital
Hebrew SeniorLife is a complex organization. As a Harvard Medical School-affiliated rehabilitation and teaching hospital, the website needs to engage patients, clinicians, and academics. As five distinct and geographically separate senior living communities, the website must also speak to seniors, families, and prospective residents. Could one website serve all these audiences?
Uncovering the Customer Journey
Using surveys, focus groups, and one-on-one interviews, we collected user research insights to document audience needs, define personas, map the various customer journeys, and to ensure that the content and imagery resonated with prospects and drove conversions.
A Radically, Simplified Navigation
Bucking the trend in healthcare websites, our research and user testing proved that a healthcare website can effectively employ a simple navigation structure – just three main menu items – that improved time on site and decreased the bounce rate on the website.
A Simplified Site Structure
Effective information architecture and navigation strategies immediately establish the relationship between HSL’s service offerings and locations.
A Warmer Design Approach
The design followed the existing brand guidelines, but moved away from being cold and clinical.
Thoughtful Content Strategy
Friendly, personable calls to action and microcopy help patients and their families easily locate the information they need — even in times of crisis.
Accessible Information for Families and Patients
For many families, understanding their options for elder care can be both stressful and confusing. It was crucial that the new site provided families with easy access to information about the care they could expect, as well as answers to any questions they might have.
Unifying the Site Experience
Before working with OHO, each Hebrew SeniorLife location had its own unique subsite — a fragmented and confusing experience for visitors. The newly redesigned site houses all of the distinct locations within the main site under a unified design to reduce confusion while still showcasing the unique services each location offers.
Generating Inbound Traffic with Content Marketing
Following the launch, our digital marketing team worked with HSL to create a content marketing plan. We researched high-traffic search terms and partnered with the internal marketing team to create articles to drive traffic to the website and reach prospective residents.
Results
An Ongoing Partnership
Following the launch of the main site and content marketing program for Hebrew SeniorLife, we partnered with The Hinda and Arthur Marcus Institute for Aging Research at Hebrew SeniorLife to upgrade their site from Drupal 7 to Drupal 9. The content highlights their groundbreaking research in geriatric care and the pioneering solutions being implemented at Hebrew SeniorLife, and the design leverages existing elements and components from Hebrew SeniorLife site to create a cohesive feel and connection.
