Role: Concept, UI, Art Direction
Florida Hospital's Global Robotics Institute had not touched their website since 2012, and as a global leader in experimental robotic-assisted surgery, it was necessary to overhaul their existing UI to reflect the more innovative surgeries and research they perform.
This project had been going on for a year before I rejoined the team as Royall’s art director and had unfortunately reached a stalemate. I joined the team with fresh eyes and ideas and evaluated the design direction, had a call with the client and revamped the direction in a matter of days, presenting it to their internal marketing team. They were thrilled with the new direction and from that point, we managed to get the project back on track and we continued with renewed enthusiasm from both sides.
Some of the challenges we faced designing for a hospital were that a lot of standards were already in place. They wanted to appear “cutting edge” without alienating the older demographic which comprised the majority of their users. Legibility, ease of use, and accessibility were at the forefront of their priorities. The challenge was to organize the site (200+ pages) in a way that anyone could easily use. A typical user of this type of website is someone searching for hope and so it was important to instill a sense of credibility without being cold. The site needed to be comforting and friendly. Bright colors, smiling faces, and a hopeful tone helped bring this to fruition.
All prospective patients should be able to find adequate information easily, view testimonials, and read about their doctor. Ultimately, it was necessary that every potential patient be able to request information or schedule their first appointment effortlessly. We streamlined this process by making sure that there were clear CTAs on every page in the same spot so the user, after seeing a couple of pages, would be able to "learn" the layout of the site very quickly. Clicking on either CTA would provide the user with the appropraite simple form to submit.
The results of the user testing proved that the project goals were exceeded and all parties involved were more than satisfied.