Using data to improve the user experience of a children's hospital website

GOALS

Ann & Robert H. Lurie Children’s Hospital of Chicago had recently redesigned their flagship site at LurieChildrens.org. Platformed to a new CMS and sporting a new visual design, the site was ready to go, but it needed some improvement. The marketing team at Lurie Children’s wanted to use analytics data to prioritize website changes. They also needed a way to measure and report on the success of the web platform.

SERVICES PROVIDED

  • Analytics and data science
  • Audience and user experience research
  • Design

Research

Each year more and more consumers turn to the web for healthcare advice, finding a doctor, booking an appointment and everything in-between. These consumers expect digital experiences that incorporate modern functionality, price transparency, and overall lend clarity when navigating through the nuances of healthcare.

We provided strategic consulting, analytics, and customer research to prioritize immediate web projects, plan for the future, and execute a robust measurement strategy for Lurie Children’s. Through Google Analytics and Google Tag Manager our analytics team made specific recommendations and executed the fixes and improvements identified in order to effectively and accurately track consumer behavior on the site. This work ensured the right pageview and event data is captured and key reporting is in place to both understand site performance as well as opportunities to refine and improve the new site based on user testing.

We also conducted targeted user testing to understand why consumers were taking certain actions on the web and where the digital journey could be improved. Ultimately, we created a prioritized list of UX improvements. Using web analytics data helped Lurie Children’s better understand their web consumers and identify opportunities for improvement.

Outcomes

Our analytics team utilized a variety of web analytics tools and the wealth of data they provide to unlock opportunities for organizational growth for Lurie Children’s Hospital of Chicago.

We are working with Lurie Children’s to make the design improvements to the site. Having real reporting has helped the hospital get a clear view of what areas of the site are working and where the gaps exist, and to track ROI.

  • Used web analytics and targeted user testing to inform and deliver a digital roadmap and prioritize work for the web.
  • Established a plan for what to measure on the new luriechildrens.org with the goal of understanding site performance and ROI.
  • Generated dashboards and reporting to communicate success and opportunities to Lurie Children’s team and senior leadership.