Cedars-Sinai
After years of struggling with an outdated and organization-driven digital experience, Cedars-Sinai wanted fast, iterative, and consumer-driven change. An experience that was worthy of the reputation and proved to their community that Cedars-Sinai meets their “gold standard.” What began as a pilot program: to create and test a scalable, consumer-vetted model (using Pediatrics as a starting point and then applied through the rest of the service lines), became a complete digital transformation.
Role: Design Lead, UI Designer // Agency: Hero Digital
During our initial discovery period, we were able to conduct stakeholder interviews across 10 different departments, deep dive into the organization, conduct a series of competitive/comparative analyses, and create and test a number of flows and IAs. Because consumer segmentation was crucial to an optimal experience, behavioral archetypes were also created that we repeatedly tested and validated during the design process.
Due to the depth and breadth of information on the site and the variety of needs of the users, it was crucial that the site was simple and intuitive. To do this, we focused on how each archetype was entering into the site, what were they looking to do, what stage they were in their journey, and what “gold standard” of care meant to each. Using those learnings, we able to create pathways to quickly get each user to to their answer within two clicks while providing the support they needed along the way.
