Regional Healthcare System Building a Design Solution to Improve Efficiency, Accessibility, and Conversion

Customer Engagement / Healthcare and Life Sciences
Rightpoint helped a $3.4 billion non-profit healthcare organization, and a community-based network of hospitals, physician practices, and outpatient care centers create a standardized, compliant, and visually appealing set of microsite and campaign design components to simplify and streamline content creation, mitigate demand on technical resources, and reduce the time required to build and launch a landing page or microsite by 50 percent.

Starting with a Strategy

Improving Speed To Market

For an organization as robust and far reaching as this Regional Healthcare System, building and maintaining a digital presence comes with certain inevitable challenges. In this case, multiple teams within the organization used a variety of content management tools and resources to build one-off microsites and campaign landing pages. As a result, adherence to brand governance was uneven. There was a lack of visual consistency, and substantial room to improve on accessibility. Operationally, the disparity between the workload and available internal resources made it difficult for the internal team to keep up with demands and take advantage of every business opportunity. 

Ultimately, the Healthcare System needed an efficient and flexible design solution (visual system and editor experience) that was tailored to their technology platform (Sitecore), WCAG 2.1 compliant, and able to meet the needs of multiple authors responsible for rapidly launching digital assets across a portfolio of four brands. 

To deliver such a solution, Rightpoint needed to apply an integrated range of capabilities to fully assess the business and user needs and create a comprehensive set of white-labeled microsite/campaign components based on a sophisticated design system. Both the external and internal audiences would also require exacting design skills and in-depth technology expertise about the core platform.

Person drawing plans for website or product

Work

A Simpler, Faster, More Compliant Design Tool

Going into the project, Rightpoint was keenly aware of several key considerations and constraints. First, there were a number of direct and indirect stakeholders, each with their own concerns. The solution would need to deliver a beautifully designed and functional experience for the consumer audience. At the same time, internal resources needed a set of Sitecore-compatible tools that would allow them to stand up microsite and campaign landing pages more quickly and easily. Finally, organizational leadership wanted to achieve operational efficiencies in terms of both turn around time and cost savings as well as brand coherence and consistency across multiple properties and channels. 

Through an in-depth audit of existing campaigns and microsites, the team created an inventory of visual design and content elements that included an overview of look-and-feel elements within the various UIs. The team identified commonalities, which in turn helped define a finite set of components that would offer extensive reusability across future initiatives. Finally, this initial phase also included development of a business requirements document and creative brief. Together, all these deliverables informed the establishment of standards and variations for the design phase.

Armed with insights, the Rightpoint team moved into design, producing a series of “style tiles” to facilitate efficient buy-in on the new visual direction. Similar to moodboards, style tiles provide an effective way to illustrate conceptual direction with a focus on key design elements including color, type treatments, and interface patterns without the burden or distraction of a full page layout. Throughout the design phase, Rightpoint worked closely with the organization's brand and creative teams to ensure that the solution would adhere to brand standards without compromising the flexibility afforded to in-house designers. In addition, the team layered in their knowledge of the Sitecore platform design constraints and WCAG 2.1 accessibility requirements, building in failsafes to guarantee that the solution would be sustainable over the long term.

Person looking at tablet and typing on screen

“Our capacity to effectively engage and convert our constituents, supporters, and partners depends on our ability to deliver fresh, relevant content consistently and quickly. Rightpoint’s intelligently-designed solution provides tangible business value by making it much easier for our team to launch microsites and landing pages that support our campaigns and other projects. Our increased speed-to-market combined with improved accessibility and internal operational benefits have made this project a win-win.”

Director, Digital Marketing Strategy

Outcomes

The final result of this digital transformation effort was a collection of 25 mix-and-match renderings that provided a flexible set of building blocks with built-in brand and accessibility-compliant themes. Having the ability to quickly and easily deploy across a portfolio of brands provided critical support to the organization’s cross-channel marketing efforts. The solution delivered improved efficiency, consistency, and accessibility while simultaneously enhancing the consumer/visitor and author/user experiences.
700%
increase in speed-to-market
46%
increase in productivity

Our Contributions

Capability

  • Research and Insight
  • Asset Audit and Analysis
  • Design System Development
  • User Experience Design
  • Design Taxonomy
  • Prototyping
  • Change Enablement

Technology

  • Sitecore