LifeSpring is a non-profit, pediatric clinic located in Chattanooga's urban core. Not only do they offer high-quality medical care to their patients, they have two other unique values.
- They are committed to viewing their families holistically, not just focusing on the physical.
- They actively seek to engage the community beyond their walls through a community health arm.
As unique as their mission is, it was clear after doing user journeys and meeting with the staff that the general public wasn't aware of what they did.
Effectively telling LifeSpring's story was the main priority I set for this web design project.
Telling the story
It's clear from research that, on any given homepage, users pay the most attention to what's "above the fold". The header needs to immediately tell the story of what your organization does and how it benefits the user.
With that in mind, I designed the homepage header with the following:
- I crafted a headline that succintly described what LifeSpring does. The clinic staff took a look at the language and approved it. The headline also kept in mind Search Engine Optimization (SEO) principles to help nearby people discover LifeSpring organically while searching the internet.
- I used a background video and an interactive play button to encourage users to watch a video that LifeSpring commissioned from MakeBeautiful, a videography company. The video includes interviews with staff, including the director, and definitely accomplishes the goal of narrating what LifeSpring does.
- I organized the navigation to make it more suggestive of what LifeSpring does. The previous website's navigation had multiple nested dropdown menus. When I used it, I was confused about where I would find a page. I even discovered new pages I didn't realize were there after using the site multiple times. As part of the new sitemap, I de-emphasized pages that would be less important to first-time visitors, like the HIPAA policy disclosure, by moving them to the footer.
- I used article teasers to position LifeSpring as an expert. Dr. Pickett mentioned that a lot of people assume LifeSpring is a community clinic. They aren't aware that they offer a full range of pediatric services, including lab testing. The articles help to establish them as an authority.
A key component of user-centric design is to focus on the benefits that a product or service will provide the user if they adopt it. Since there was confusion about what LifeSpring did, listing out the services they offer and how they benefit patients was a key strategy for the site.
Speaking donors' language
One of the key takeaways from the user profiles I did with LifeSpring is that donors wanted to be communicated with more frequently, they wanted to see more figures on how their donations were being used, and they wanted to see stats tracking the effect of their donations.
Charts and graphs like one above help to meet this specific need.