The University of Washington Medical Center is a nationally-renowned hospital in Seattle where its culture of innovation and collaboration fosters excellence in medical research, patient care, and teaching. The center counts among its faculty five laureates for the Nobel Prize in physiology or medicine.
The infrastructure for the UWMedicine.org website was preventing it from performing to its full potential, preventing UWMedicine from truly showcasing to consumers all that it had to offer. UW Medicine wanted to exceed consumer expectations by developing a new site that would enhance the brand and reduce costs while making it easier for consumers to find the site, get exactly the information they needed and make appointments. Additionally, they wanted to ensure that site updates were easier and faster for their internal teams to make.
UWMedicine faced considerable challenges prior to starting the redesign project, including outdated software, little digital marketing integration, proprietary databases preventing data from being accessed and data maintenance issues. Additionally, like many enterprises in the healthcare field, the teams had relied on manual processes to accomplish digital tasks such as responding to online patient appointment requests.
UWMedicine brought in Jennergy, and the teams took a data-driven, human-centered approach to the project, focused on quality and conversions. Based on the findings in their discovery phase, Jennergy created a series of templates that work with the site’s infrastructure to provide a seamless, helpful experience for the user. The teams simplified, streamlined and consolidated information on the site, making healthcare decisions easier for patients and creating a patient-centered site.
The relaunch is happening in a phased approach, but early signs of success are already evident. The "make an appointment" page has moved from the ninth most popular page to the third most popular page and page views have increased more than 50 percent since July 2017. Visitors to UWMedicine.org have increased 23 percent from an average of 285,000 per month to 350,000 per month, and returning visitors have increased by half. Additionally, the center’s neighborhood clinic pages have experienced significant increases in page views, some by as much as 37 percent.