UX Design and Content Strategy
Site Migration for a Medical University
The Department of Emergency Medicine needed to relaunch its website to a customized WordPress platform. The website also needed to include UT Health SA’s recent brand refresh while sparking interest in its programs among incoming students, faculty, and donors.
How I Helped:
- Content Strategy
- Content Wireframes
- Information Architecture
- Writing and Editing SEO-ready content
- CMS training session
- Content updates
Research
Site Data & Analytics
First, I used a website crawler to help me gain further insight into sight performance through data. I also reviewed data from Google Analytics and the Drupal dashboard.
Audit Results
- 40% of all pages were broken
- 150 Inactive/broken page links
- Contact Us was Top Exit Page
Competitors
I spent the initial stages of the project researching similar programs in the state.
User Interviews
Simultaneously, my colleague conducted interviews in 4 segments: First-year residents, potential residents, administrative staff, and faculty members
Define
I developed personas to help empathize while identifying features for the design. It also helped me to identify target demographics.
Personas
I designed a content strategy with 3 personas in mind:
- Morgan The Medical Student
- Alex The Administrative Assistant
- Frank The Potential Fellow
Problem
Through all challenges, the team launched the site on time and the client was satisfied with the product. The finished website still serves as a clinical department standard to which all others aspire to achieve.
Additional Discoveries
- Broken links and poor navigation disrupted the user flow
- The target market (millennials) needed a responsive website
- Associated program curriculum with dated web presence
- Users struggled with UT Health San Antonio brand
- Users did not sift through site copy
Design
Navigation
Before: Too many tiers of dropdown menus cluttered the user view of the page.
After: Designed with various user personas in mind.
To create a stellar architecture, my colleagues and I met and corresponded with subject matter experts such as department chairs, coordinators, and physicians to work through content ideas as well as edit and write content.
Wireframes
Then, I collaborated with the developers to determine WordPress capabilities and features. I did additional research and provided lo-fi wireframes.
Results
Through all challenges, the team launched the site on time and the client was satisfied with the product. The finished website still serves as a clinical department standard to which all others aspire to achieve.
Points of Pride
- First campus WordPress website
- Increased website unique views by 1,600+ monthly in the first 3 months
- 20% Increase in Completed Residency Applications
