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Educate. Validate. Drive to contact. Clear goals that needed a clear UX solution.
Our first priority was to outline the goals of the redesign. One of the things the old site was doing well (despite it’s issues) was providing a wealth of knowledge through thought leadership articles. These articles contained detailed information on issues within the healthcare industry and were successfully attracting leads. However, they were difficult to find while browsing, and weren’t integrated with any other areas of the website. Thus, our first goal became to highlight and connect these strong articles with related sections across the redesigned site.
Second to the thought leadership articles, the next most popular area of the old site was the case studies. Case studies allowed visitors to validate how GE Healthcare Partners had successfully helped clients within the healthcare industry. Integrating proof of expertise through case studies became our second goal of the redesign. And the third goal, after education and validation, was to drive potential leads to reach out and contact them.
One of the areas of the website that required some deep rethinking was the services section. While their old site had a very traditional services section (think: simple title + copy), we imagined that this section could be so much more. Our UX visionaries saw the services area as a prime place to highlight related thought leadership articles, successful case studies, copy and images about the service, related sub-services, and powerful CTA’s.
Another area of the site that we realized would be pertinent to cross-pollinate was the Insights section, where all thought leadership articles lived. Within each article we seized the opportunity to call out related services, key team members, CTA’s to contact, and other related insights. We followed a similar pattern on the Case Study page by adding opportunities to connect related services and CTA’s to contact, while adding key stats and callout quotes to make the study more visually appealing and scannable.
Once the visual look and feel was established, we programmed the site on top of a custom .NET platform. One tricky detail was that all the thought leadership articles had been published on Hubspot. Desiring to continue to take advantage or Hubspot’s marketing and analytics features, GE Healthcare Partners wanted to be able to keep posting thought leadership articles to Hubspot. This meant we had to configure a way for the articles to be pulled into the .NET platform. Our solution was to pull the Hubspot articles into the .NET CMS using an API, where the website team could then associate thought leadership articles with related case studies, services, and more.
After passing the security test by GE’s security team, we followed our comprehensive launch process to launch the new site seamlessly.
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