Delivering a Best-In-Class Digital Experience
Dignity Health is made up of more than 60,000 caregivers and staff who deliver excellent care to diverse communities in 21 states. Headquartered in San Francisco, Dignity Health is the fifth largest health system in the nation and the largest hospital provider in California.
Code and Theory worked together with their digital team to build a user experience that would engage existing and new patients across all platforms through a myriad of work streams.
Icon Library created across categories, extending the DH brand voice through all aspects of UI.
Orthopedic Icon created as part of a larger icon library seen throughout digital properties.
1
The Challenge
Healthcare is top of mind for most people—but it's often a frustrating and confusing experience. The ongoing challenge was to create a personalized user journey using a mission-centered design approach and modular system that differentiated Dignity Health from its competitors.
Mission Centered Design
Through research and discussion, we found that consumers wanted a guided journey to not only find care and information about a condition, but also to manage their health through a personalized online experience. By improving the user experience and providing new ways for people to seek care, we aimed to reinforce Dignity Health as an industry leader in healthcare.
2
The Strategy
Dignity Health’s vision is to deliver a best-in-class digital experience and a portfolio of services that transform the consumer experience. A new, innovative way to provide care would not only further their healing mission—it would also enhance their ‘Hello humankindness’ brand.
Core objectives of Dignity Health's engagement with Code and Theory included the following:
Design and develop digital solutions (UX/UI optimized web, mobile, app) to assist Dignity Health in achieving the vision described above.
Optimize consumer journey and experience across digital properties and products.
Provide services in an agile development model, working alongside engineering, product owners and stakeholders.
Support the organization with a focused content strategy by helping to establish the proper content delivery model across the digital experience.
3
The Solution
We designed a new, highly-accessible modular system with customizable content modules to allow for flexibility and scalability across Dignity Health’s markets.
This creates a seamless journey for the user as they navigate everywhere from the global site to a service area or location. Specific modules are customizable within the content management system, allowing content authors, product owners and service area managers to create unique content based on local needs and product offerings.
Ongoing Website Enhancements
The current Dignity Health website undergoes continuous agile feature improvements based on business goals and design/user experience recommendations. Keeping in mind the limitations of the legacy platform and inherited design, Code and Theory has focused on improving accessibility, enhancing the mobile experience, and driving decisions through research and usability testing.
4
The Results
We helped overhaul Dignity Health’s data strategy to provide more visual, timely and insightful reporting of its KPIs—informing targeted improvements to personalization as well as streamlining custom reporting of SEO performance across all service areas.
Our design thinking process included creating personas and iterating on journey mapping, service blueprinting, wireframing, usability testing and prototyping executions.
We created a testing and pathing framework to show repeat site visitors a personalized banner on the DignityHealth.org homepage. The banner featured a call to action to create an e-account. Based on the initial success, we executed the creative on other pages within the site, including marketing campaign landing pages.
Dignity Health now has a more streamlined, accessible site and is able to iterate and optimize based on the analytics framework in place. Now, visitors enjoy the same level of digital care that Dignity Health provides to its members in-person.
