Data-driven site redesign drives engagement

Data-driven site redesign drives engagement

AWARD WINNING

GOALS

Chesapeake Regional Healthcare struggled to find new and retain customers. Losing out to larger, well-known competition, CRHC approached Modea to redefine its customer journey to better meet the users’ needs.

SERVICES PROVIDED

  • Analytics and data science
  • Design
  • Drupal development

Research

We began by conducting user and stakeholder interviews to decipher the needs of those using ChesapeakeRegional.com the most. Initial consumer data showed that the majority of traffic entered the site via mobile, however, the digital experience did not cater to the handheld experience. Additionally, these visitors were focused on executing transactions, such as finding a location or physician, scheduling an appointment, or searching for the desired service. While internally, the Chesapeake Regional team desired a more flexible and easy-to-manage site. Our goal became clear; create a progressive, mobile-first user experience whose web architecture would allow for seamless integration of third-party software tools and overall enhance management functionality of the site.

"Taking these key mobile-first elements into consideration, the new design heavily focuses on primary patient transactions that drive growth of scheduled appointments."

"Taking these key mobile-first elements into consideration, the new design heavily focuses on primary patient transactions that drive growth of scheduled appointments."

Design

UX research and analytics findings informed the restructure of the visual and content hierarchy. Incorporation of accordions reduced page scrolling and allows the user to quickly choose what content they need most. On mobile, 50% fewer images appear compared to desktop, in order to optimize page load time. Taking these key mobile-first elements into consideration, the new design heavily focuses on primary patient transactions that drive the growth of scheduled appointments. ChesapeakeRegional.com now supports users who are on-the-go and need information quickly from the palm of the hand.

Development

  • By hosting on Pantheon, we ensured a secure solution that made the transfer of ownership is as simple as a click of a button.
  • Implemented an automatic, custom migration of physician profile pages, through which all physician data is updated from Chesapeake’s data system every 24 hours.
  • Built with the Content Manager in mind, the CMS embodies intuitive navigation and ease-of-use when creating, editing, and managing content.
  • Configured and customized the CMS in a way that ensures a fast ramp-up time for Content Managers with a limited technical background.

Outcomes

“I appreciated Modea’s overall approach to digital experiences. They purposefully limit themselves to focus on excelling in a specific element of projects. This greatly benefited our organization. Modea felt like an extension of our team because of our efficient communication back-and-forth.” – Digital Media Specialist, Chesapeake Regional Healthcare

-25%

Page Load Time

Awards

Digital Health Awards

  • Web-based Digital Health - Website - Bronze - 2019

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