Personalization Features
Testers appreciated content personalization features, such as the ability to save locations and jobs, but found it challenging to turn off or opt out of this function.
CoxHealth
Transforming Experiences
Redesigning the CoxHealth Website
A strategic redesign on Craft CMS by the Mostly Serious team. For more than a decade, Mostly Serious has partnered with CoxHealth to support their critical digital assets.
In 2024, we completed a strategic redesign of their primary website on Craft CMS. Medical providers regularly handle sensitive data, such as protected health information, so privacy and security were top priority.
Our Role
- Web Design + Development
- Craft CMS Websites
- Marketing Strategy + Planning
Phase 1: Strategy, User Research, and Technical Requirements
The team at CoxHealth was eager to improve engagement and make informed design decisions based on real user data and patient needs. We broke the project down into phases, starting with strategy.
Our user research included a quantitative survey to assess the look and feel of the site and qualitative usability testing to ensure their site allows for intuitive navigation.
What We Learned
Brand & Tone
While users generally found the site aligned with CoxHealth's branding and values, they noted the tone was occasionally sterile and impersonal.
Navigation & Search
Users expressed a desire for a keyword search option to quickly find specific content within the site.
Testing confirmed the site is largely easy to navigate and well-organized.
Careers Visibility
Users wanted an option to quickly navigate to job-related content from anywhere on the site.
Turning Research into Real Impact
This research provided feedback we applied to making changes across CoxHealth's new site. We implemented personalization improvements such as explanatory content that helps provide clarity and better aligns user expectations.
We included an "opt out" of personalization button to help users identify how to turn off this feature. We also added "Careers" links to the navigation and footer and emphasized the importance of their team through words and images.
Technical Requirements & Compliance
Privacy-First Approach
Carefully monitoring how tracking scripts can be used and what data can be tracked.
Finding solutions to scrub and encrypt data to remain compliant and glean insights at the same time.
Third-Party Auditing
Auditing all 3rd party services for how they store information.
Recommending only services that can meet HIPAA regulations.
We demanded the best for CoxHealth. We sought a digital partner that was youthful, edgy, and innovative, yet trustworthy and highly professional. We considered companies from across the US, and with Mostly Serious, we found the very best digital partner in our own backyard.
Phase 2: Design
The design phase focused on several core objectives that emerged from our strategic planning and user research. These objectives laid a strong foundation, guiding our decision-making throughout the design process.
We began the redesign by restructuring the website's information architecture. As one of the largest healthcare providers in the region, CoxHealth's site needed to serve a diverse range of stakeholders, both internal and external.
From complex to streamlined navigation
We restructured the information architecture to prioritize patient needs and streamline navigation.
The new location finder integrates with facility data for real-time browsing by map.
Design Objectives
Patient Acquisition
Attract new patients with clear service visibility and intuitive pathways to care.
Enhance health management tools for current patients.
Service Line Growth
Support the growth of CoxHealth's service lines with prominent feature placement.
Provide resources for visitors and caregivers.
Recruitment
Aid in recruitment efforts for potential employees with dedicated careers integration.
User Experience
Information organized into clear, logical groupings with scannable layouts and intuitive navigation.
Modular design approach for scalability with reusable content structures.
User Interface Design
The UI design is built on CoxHealth's refreshed brand identity, helping to expand brand cohesion into the digital space. We used the Agenda typeface for bold, clear headings, which helped establish a strong visual hierarchy.
The color palette was refined to meet WCAG AAA standards, ensuring high contrast for readability. Rounded corners and overlapping elements, inspired by CoxHealth's branding, were introduced to create a softer, more approachable design.
Phase 3: Development
Our development team created several time-saving integrations for CoxHealth ranging from physician data to new job listings in order to keep the website content fresh automatically.
These integrations work seamlessly with Craft CMS to provide an up-to-date, accurate experience for patients and job seekers alike.
Key Integrations
Physician & Facilities
Interactive "Find a Doctor" feature integrates with Kyruus Health to provide up-to-date provider listings.
Includes available appointment times and advanced filtering by location and specialty.
Synchronizes every CoxHealth facility's location data for map browsing.
Conditions & Treatments
Custom integration with WebMD Ignite for relevant medical conditions and treatments.
Conditions tagged to CoxHealth services and locations that provide them.
Careers Integration
Integration with Symplr for accurate, real-time job postings.
Quick apply button streamlines the application process.
Content Migration
Imported content from previous management system into Craft CMS.
Saved countless hours of admin time through automated migration.
Designed for every device
The responsive design ensures a consistent experience across mobile and desktop devices.
Patient-first features like Virtual Visits are prominently displayed for easy access.
The Results
Hospital and Medical Provider Websites are inherently complex, but we find great satisfaction breaking them down into manageable phases and executing each one with care and attention.
As regular patients at CoxHealth facilities ourselves, we're honored to be chosen as their agency partner.
Behind the Scenes
Project Team
Maranda Provance
Cornelius Ukena
Mike Moreau
Wolf Hoelscher
Alex Davidson
Matt Townsley
Chelsea Begley
Features
Patient Scheduling
Location Finder
Careers Listing
Condition Glossary
Tech
Craft CMS
Kyruus Health
Symplr
WebMD Ignite
Industry
Healthcare
Design & Build
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