I led design and UX efforts on a new website for Bassett Healthcare Network, a healthcare system providing care throughout central New York. Our focus was to improve the user experience with a fast loading, easy to navigate site. We worked alongside the client every step of the way, beginning with a solid strategic foundation based on research and strategy including:

• Analytics and user behavior tracking on existing site
• Full audit of brand including design system, language and competitors
• User persona development including workshop with stakeholders
• Optimized site architecture and site map

Utilizing user data from the existing site, insights from our user persona workshop and overall project goals, the site began to take shape with a comprehensive set of wireframes. Once general layout and functionality were in place, a versatile design system was developed that remained true to the brand identity, but evolved for usage on the new website.

To enhance the UX, illustrated elements were introduced to bring warmth to the content, making high level ideas more accessible and allowing the use of vector images (which kept file sizes low). Large images, subtle animations and polished typography help give the user a sense of delight. And well organized content and simple navigation allows them to find what they are looking for quickly and easily.