Intermountain Health
Challenge
As one of the largest not-for-profit health systems in the western United States, Intermountain Health has a long history of providing exceptional care and services across their diverse patient population.
With a merger in progress, they had the opportunity to redefine what a digital experience should be and how that manifests itself across their technical ecosystem. This was critical to ensuring they remain competitive, and top of mind, as their footprint grows within an increasingly competitive landscape.
Solution
Hugo & Cat worked with the Intermountain team to reimagine and transform their website, including a brand new architecture on Sitecore 10, from the ground up. We collaborated with all teams across the organization, as well as hospital, clinics and individual health care providers, to meet users on their terms from how they find care and book appointments, to billing and following up with physicians.
We focused on making Intermountain the benchmark in how a digital experience platform can effectively support patients throughout their care journey that lives up to the brand mission of helping people live their healthiest lives possible.
Discovery
Over the course of 6 months, various activities were conducted to better understand the current landscape comprising of 30,000+ pages and 25 domains. The goal was to identify key findings that would help inform the opportunities, strategic vision and path forward for the integration of 4 health systems into a centralized experience.
Methodology
Workshops, interviews & surveys
Cross-channel user flow mapping
Existing research & brand strategy immersion
Platform, template & functionality audit
Content, domain & audience audit
Implementation analysis
Data & SEO analysis
Success measurement workshops
Findings synthesis & opportunities identification
Strategic vision & roadmap prioritization
More details available upon request on this deliverable and end-to-end process.
Definition
With a strategic experience vision defined and prioritized roadmap established the definition phase consisted of extensive user testing in order to ensure customer-centricity was a key differentiator in the final deliverable from the navigation to the look and feel.
Methodology
Audience definition
Persona creation
Journey mapping
Card sorting
Tree testing
Usability testing
Creative impression testing
Design system
Information Architecture
Taxonomy
MVP definition
Iterative release planning
A transformative website experience was critical to not only align with the new brand, but also Intermountain's commitment to their mission of helping people live the healthiest lives possible.
Through various rounds of testing creative hypotheses, we arrived at an approach for the new brand’s website that provides a calm and warming feel and uses imagery that is motivating to users.
Having a mobile first strategy was at the forefront of our design process given the main way in which users engage with the website.
A large part of the delivery was a new design system for Intermountain Health that included updated branding, new components and new templates in Figma and Sitecore. We closely collaborated with the client to understand their needs and implemented governance for future maintenance of the site.
To deliver on the strategic vision, a shift needed to be made from being a collection of location-centric websites to an integrated experience that empowers people across all moments of their health journey through empathetic support, proactive guidance and frictionless omnichannel experiences.
Leveraging Headless CMS, a tailored taxonomy and tagging strategy enabled the ability to dynamically populate content based on the topic and/or users location. We also created an audience segmentation strategy to create targeted experiences within Sitecore CDP.
Credits
Client: Intermountain Health
Agency: Hugo & Cat
Project Manager: Selam M, Ailish Ryder
Client Services: Jack Garrigan
UX Strategy: Jessica Keith
Design Lead: Julia Murphy
Designers: Akiko Hattori, Waila Skinner, Anna Goa, Hengzhi Huang
Content and Content Strategy: Mathew Hall, Jon Williams, Elizabeth Gordon
Tech Leads: Jess Clay, Karishma Jootla, Micheal Holland, Dale Moir. Governance: Nick Lawrence, Yannick Connan, Gareth Osborne