Introduction
I had the opportunity to work on a website redesign of nation's largest provider of advanced wound care services, Healogics. They manage nearly 700 Wound Care Centers in the nation and see more than 330,000 patients per year. With all this traffic, they were in great need of a website overhaul.
Website Goals
+ Design a seamless user experience for all audiences.
- Update design and manage technology stack
- Improve marketing attribution and tracking.
+ Earn positioning as go-to source for wound care information.
- Provide engaging, educational resources for inbound marketing that captures contacts.
- Support outbound marketing efforts that push content
+ Rank for key wound care terms.
- Build according to SEO best practices and incorporate ongoing SEO strategies.
- Create and share content targeting key audiences and relevant search terms.
- Utilize paid search campaigns.
The Problem
The quality of the online experience did not accurately reflect the quality of the nation's largest wound care provider. The site had limited flexibility, preventing admin from easily updating information or adding content. This difficulty contributed to the site becoming disjointed and disorganized, compromising the experience for both users and admin. The site completely lacked mobile ability, and total restructuring of the navigation was needed.
The Process
Through strategy sessions with stakeholders we were able to fully decide project goals, map out key pain points, create personas, user flows, and wireframes.
A Big Need
We had to juggle a website that had 4 users. Our client wanted "Patients" to be the primary landing page for the site, but for there to be a clear and easy way to switch to "Providers", "Payers" or "Product Suppliers". We went through several iterations to make this function intuitive.
Mobile Friendly
A huge need was that this site be extremely mobile friendly. Most of the patients were looking at the site on the go. While designing, I would often work on the mobile application first to make sure that was squared away before working on the desktop version.
Summary
This project presented many challenges: a large, complex site map, four target audiences, a strict ADA compliance guide, and significant goals. Despite these challenges, we were able create a final product that works wonderfully, is organized, mobile friendly, able to be managed by the client's internal team, and properly represents this fantastic company.
