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UT Southwestern Medical Center Website Redesign

UT Southwestern, a prominent academic medical center and research institution, needed a comprehensive redesign of its website to enhance its visual identity and communication materials. The primary goal was to create a modern, cohesive brand that reflected UT Southwestern’s commitment to cutting-edge research, patient care, and educational excellence.

This project required developing a new visual and digital strategy that would be implemented across multiple channels, from print materials to digital platforms, while ensuring a seamless user experience.

Project Objectives

The primary objectives for the UT Southwestern Medical Center website redesign focused on creating a seamless, patient-centered digital experience:

  • Epic Data Integration: Ensured secure and streamlined access to physician and clinic information, enhancing user interaction with critical healthcare data.
  • Content Mapping Strategy: Developed a structured content framework for conditions, treatments, specialties, and programs, improving content discoverability and navigation across the site.
  • CMS Optimization: Streamlined content management with efficient workflows, enabling smoother updates, consistent branding, and better URL handling.
  • Lead Generation System: Implemented a dynamic appointment and referral system designed to connect users with the right healthcare providers and programs, boosting patient engagement.
  • Enhanced Search Capabilities: Optimized search functionality to provide precise results based on global searches, locations, or specific physician queries.

These objectives were aligned to enhance the overall user experience, making the website more intuitive, accessible, and easy to manage.

Logo of UT Southwestern Medical Center with

Enhanced User-Centered Features for a Leading Healthcare Website

We introduced key features focused on improving user interaction and accessibility for UT Southwestern Medical Center’s digital experience:

1. Improved Navigation and Content Structure

  • We reorganized navigation to help users quickly find essential information such as illnesses, conditions, billing, and insurance details. The content is now easier to explore with clear pathways for different patient needs.

2. Advanced Search Capabilities

  • The search functionality was revamped to cover global, location-based, and physician-specific searches, ensuring users can access precise information tailored to their requirements.

3. Consistent Branding and Design Standards

  • To maintain a cohesive visual identity, we adhered to strict design guidelines that align with UT Southwestern’s brand across all digital channels. This included updating style standards for content presentation, imagery, and user interfaces.

4. Fresh, Engaging Content Management

  • By streamlining the content management process, the site remains current and engaging. We implemented workflows to support frequent updates while keeping information relevant and accessible to all users.

As a result of these client-focused features, the website became more intuitive, resourceful, and aligned with the institution’s mission of delivering cutting-edge patient care and medical education.

Screenshot of a hospital website homepage featuring a smiling medical professional, navigation bar,
A webpage from UT Southwestern Medical Center displays an online form for requesting an appointment, featuring fields for personal information and appointment details.
A screenshot of the UT Southwestern Medical Center's website, showing a search page for Conditions and Treatments with filter options and a grid of selections.

Client Testing Insights and Strategic Adjustments

Comprehensive client testing revealed critical areas for improvement to enhance accessibility and overall experience:

Key Findings:

  • Difficulty in Finding Essential Information: Clients struggled with locating health info, paying bills, and accessing insurance details due to broad and unclear navigation headings.
  • Confusing Navigation Labels: Labels like “MyChart,” “Patient Information,” and “Medical Services” were too vague, making it hard for users to determine the content within each section.

Strategic Adjustments Implemented:

  • Streamlined Navigation Structure: Reorganized navigation headings to be more intuitive, ensuring that key information like health details, billing, and insurance are easier to find.
  • Contextual Labeling: Introduced more specific and client-friendly labels that accurately describe the content within each section, improving clarity and overall usability.

These targeted adjustments directly addressed client pain points, leading to a more intuitive and efficient website experience for patients and visitors.

Website header for UT Southwestern Medical with a logo placeholder, menu options including

Comprehensive Integration and Rigorous Testing

We collaborated with Ventas Consulting to integrate critical systems and streamline workflows in order to deliver a seamless and secure user experience:

Integration Highlights:

  • Salesforce Integration: Implemented secure appointment scheduling and lead generation systems, enhancing client engagement.
  • Call Tracking with CallRail: Enabled precise tracking and analysis of patient inquiries, allowing for data-driven optimization of communication channels.
  • Social Media Integration: Incorporated platforms to align with UT Southwestern’s broader digital strategy, ensuring a cohesive online presence.

Rigorous Testing Process:

  • User-Centric Testing: Conducted multiple rounds of testing, simulating real patient scenarios to validate navigation flow, accessibility of information, and ease of use.
  • Scenario-Based Simulations: Focused on key tasks like finding doctors, scheduling appointments, and accessing critical health information to ensure a user-friendly experience.
  • Cross-Platform Compatibility: Ensured smooth performance across devices, from desktops to mobile, ensuring consistency in patient experience.

Results:

  • Enhanced User Accessibility: Patients and healthcare providers now benefit from an intuitive platform that seamlessly integrates appointment requests, doctor search, and location finding.
  • Improved Workflow Efficiency: The integrated systems streamlined operations, reducing response times and improving patient interaction.
  • Positive User Feedback: Extensive testing and user validation resulted in a platform that meets both user needs and business goals effectively.
A doctor, wearing a stethoscope, smiles and speaks with an elderly patient. The text

Key Outcomes and Project Success

Redesigning the UT Southwestern Medical Center website exceeded expectations, improving both functionality and user engagement in significant ways.

In addition to providing an enhanced patient experience, the new website supports the center’s mission of cutting-edge research, patient care, and education.

Project Success Highlights:

1. Improved Navigation:
An intuitive, streamlined interface allows patients to easily access important information, including health resources, paying bills, and understanding insurance options.

2. Dynamic Appointment Scheduling:
Dynamic appointment system integration improved booking processes and lead generation, simplifying the user journey from appointment scheduling to follow-up care.

3. Robust Search Functionality:
The search engine offers global, location-based, and physician-specific queries, providing easy access to physicians, locations, conditions, and specialized programs.

4. Consistent Design Standards:
Our visual identity aligns with UT Southwestern’s brand across all channels, enhancing the overall user experience by reinforcing trust and professionalism.

5. Lasting Impact and Scalability:
Many elements of the redesign remain in use today, proving their durability and effectiveness. The client’s ongoing use of these design strategies highlights the project’s long-term value.

Client Satisfaction and Continued Success:

This project was a testament to the power of client-centered design. The client expressed excitement over the results, particularly improved navigation and content accessibility. Seeing the continued positive impact of our work reminds us how important strategic design can be.

The redesign not only addressed immediate needs but also positioned UT Southwestern for continued growth and digital excellence in the healthcare industry.