Chapter 01A Revamped Website Design for Vitra Health
Vitra Health Inc. offers home healthcare, palliative care, and hospice care. Services vary by location and client needs, visit the website for details.
Contributions
Organization
Vitra Health, Inc would like to contract Halo Media, LLC to redesign its Website.
Role
UI/UX Designer and researcher, designing a mobile app for Vitra Health, from conception to final prototype
Responsibilities
Discovery and requirements gathering
User research: Conducting interviews and usability studies
Competitor analysis
Wire-framing: Paper and Digital
Low-fidelity wireframes and prototypes
High-fidelity layouts and prototypes
User Interface Design
Accounting for accessibility
Usability testing and validation/project info
Project Type
UX Design
Project Duration
March-May 2023
Design Tools
Figma, Photoshop, Illustrator
Overview
Vitra Health Inc. offers a variety of healthcare services including home healthcare, palliative care, and hospice care. Home health care services cover daily activities, medication management, and skilled nursing. Palliative care focuses on improving the quality of life for those with serious illnesses, while hospice care provides specialized care for those near the end of their life. Services may vary by location and client needs. Visit their website or contact them directly for the latest information.
Mission
The company caters to the needs of elderly and disabled individuals as well as their caregivers and aims to communicate their empathy and dedication to ensuring the care and well-being of their clients. The key message of the business is to encourage visitors to learn more about accessing the state-run programs they offer and become referral sources. The website embodies a strong sense of community support, with a particular emphasis on showcasing the Adult Family Care program, which distinguishes them from its competitors.
Problem
The organization faces a couple of challenges in terms of its online presence, with poor SEO and unclear messaging being their main issues. To address this, they are looking to create a toolbox that contains all the necessary forms and tools for caregivers, which can be accessed through a secure login. In terms of their target audience, the organization has identified 4-5 main persona types, including patients (who have low site usage), caregivers, family members, liaisons, and employees. While they also have a social media team, it is unclear how frequently they use the organization's website.
Goal
The main goal of the website is to effectively communicate the purpose of the business to its visitors. This is achieved through a variety of secondary objectives, including increasing brand awareness and highlighting unique factors that set the business apart from its competitors. To accomplish these goals, the website strives to create engaging and relatable content that appeals to all users. By doing so, the organization hopes to effectively communicate its purpose, increase brand recognition, and differentiate itself from its competitors.
Chapter 02Target Users
The target audience varies depending on the program but typically includes elderly and disabled individuals, as well as their caregivers. This can include individuals who are receiving care from us (Vitra Health ) or from a family member.
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Thomás Marsh
Client (primary persona )
Thomás, a Vitra Health client for 18 months, sees the care team once a month and was recommended by his doctor and daughter. When his daughter's emergency jeopardized her status, he found Vitra Health's phone number on their website and spoke to a representative who assured him everything would be fine. Thomás felt relieved and could focus on his grandson's condition.
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Simone Goode
Caregiver referral (primary persona )
Simone found Vitra Health during a Google search on her phone. She discovered a program for new caregivers, called the phone number, and spoke with a representative who patiently answered all her questions and started the application process. The website included callout boxes with Vitra Health's history, which Simone found inspiring.
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Alice Parks
Patient coordinator for tufts medical center (secondary persona )
Alice, a Patient Coordinator in Boston, discovered Vitra Health on their website. She downloaded the fact sheet, checked their staff directory, and recommended adding their 24/7 home care services to her team. Alice shared the Vitra Health URL and one-sheet PDF for discussion during their next status call.
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Sarah
Job seeker (secondary persona )
Sarah searches for nursing jobs on LinkedIn and discovers a posting with Vitra Health. She checks out the main and subpages, including the "Careers" section, mission statement, About, and Services pages to learn more about the company. Sarah then visits the "Working at Vitra Health" page to understand the work culture and is impressed with what she finds. She applies for the nurse position by uploading her resume through the job listing link.
Insights
Typical Site Visitors
The typical visitors to the site include potential clients who are either patients or individuals seeking care for their loved ones. Caregivers or friends who are interested in learning about the services offered by the company also visit the site. B2B partners, insurance providers, and hospitals may also visit the site. Although less common, some small businesses such as barbers may visit the site. Finally, potential employees looking for job opportunities may also visit the site.
Their Languages
The website visitors may speak different languages depending on their background and location. Many visitors may be bilingual, with English as a second language or not speaking it at all. Spanish is a primary language for some visitors, while others may speak Portuguese or languages such as Creole, Cape Verdian, and Haitian. Some visitors may speak Haitian French.
Typical Site Visitors
Based on the information provided, the occupation and education levels of the website visitors can vary. Caregivers who visit the site may have a 4th-grade level of comprehension of language, while B2B partners who visit the site may have a college education. Potential employees who visit the site may have completed high school or higher education. No information was provided regarding the income levels of the visitors.
Motivations
Visitors to the site may be motivated to choose this company over competitors for several reasons. Firstly, the company's emphasis on diversity, quality, and compassionate care may be appealing to potential clients and their caregivers. Additionally, the company's willingness to go the extra mile, such as picking up the phone after hours, may set them apart from competitors. The company's ability to cater to the unique needs of its clients, including looking like the patients and speaking their language, may also be a motivating factor for visitors to choose this company over competitors.
Values
Caregivers: Value how the company looks and how they care for their loved ones. They appreciate at-home care and the financial incentive and want to keep their families together. Caring, trust, and love are important values to them.
B2B Partners: Want quality and efficiency, and are fierce advocates for their patients. They value advocacy and referrals from a variety of sources, including food banks, barber shops, and dentists. Trust and caring are important values, and they appreciate that the company picks up the phone.
Employees: Value efficiency and straightforward information on the website. Diversity is important to them, and they want to work for a company that looks like them. They appreciate that the company is caring and values more than just a paycheck.
Chapter 03Website Audit
The Vitra Health website would benefit from an improved presentation of information and clearer navigation, as users may currently experience difficulty in finding the desired information.
The Vitra Health website has poor SEO and unclear information presentation, leading to difficulty finding desired information. A toolbox and clearer navigation would improve the user experience for caregivers. The website audit focused on improving affordances to make information easier to find. Recommendations were provided to improve the user experience.
The biggest issue with the website is poor SEO.
The website does a poor job of explaining what the company does.
They want to add a toolbox to bring together the various forms and tools that caregivers require behind a login.
They have four or five main persona types: patients, caregivers, family, liaisons, and employees.
They have an onboarding/form process called Program Qualification that is currently done manually and in Excel, and they plan to integrate it with Salesforce.
They would like to have a tracker similar to Domino's Pizza tracker to show the status of applications.
Currently, people in the field use an iPad to fill out a form that goes to a third-party app called "Write Signature," which they want to move away from.
They prefer phone calls over emails or texts as a means of communication, which they believe is a competitive advantage.
They will provide initial thoughts on personas and will also conduct a persona definition session as a stakeholder interview.
They will provide a list of competitive sites, aspirational sites, and sites to avoid.
It's essential to address affordances on the website to make it easy for users to find the information they need quickly.
They want to see journey maps showing how personas and users move through the site to develop a content strategy.
Challenges That They Are Presently Encountering While Attempting to Accomplish Their Objectives.
SEO Challenges
The challenges impeding their goal attainment involve inadequate SEO, where the website fails to appear in search engine results, thereby complicating the process of locating them on the internet for prospective customers and partners.
Confusing Website
Lack of clear explanation: The website does not clearly explain what the company does, causing confusion for visitors.
Navigation Problems
Navigation issues: Visitors may have difficulty finding the information they need or may not know where to go next.
Hospital Unawareness
Lack of awareness among hospitals: Hospitals may not be aware of the services offered by the company, limiting potential partnerships and referrals.
Unclear Communication
Lack of clarity for family members and providers: Family members and healthcare providers may not know how the company can help them or their patients, leading to missed opportunities for collaboration and referrals.
Caregiver Toolbox
Additionally, the company would like to address the need for a toolbox to streamline the forms and tools that caregivers require and make them easily accessible behind a login.
Chapter 04Ideation
Halo will create a modern WordPress site optimized for SEO with a custom theme, led by a senior UX Architect. Improved information architecture, UX journey mapping, and enhanced SEO will streamline communication and optimize service discovery. The site will also include a blog to encourage engagement and information sharing.
Solutions
Halo will create a custom WordPress website optimized for SEO and modern blocks structure, including a UX journey mapping process, enhanced SEO viability, rebranding efforts, improved navigation, and home page interface, a ready-to-use blog, and a testimonials carousel widget for user engagement.
Improving the navigation interface to enhance information architecture for easy navigation.
Redesigning the home page interface to promote improved services introduction and engagement.
Full UX process with a senior Halo UX Architect to create a cutting-edge website with a custom theme optimized for SEO and modern blocks structure and semantic.
Implementing a universally available testimonials carousel widget to enhance user engagement.
Rebranding efforts to improve the website's look and feel, including new colors and typography.
Utilizing basic UX journey mapping to optimize service discovery and streamline communication through a singular contact path.
They want to create a toolbox with necessary forms and tools for caregivers, accessible through login.
Including a blog, which will be ready for use but not necessarily active when shipped.
Chapter 05Design
Communicate the business purpose effectively through engaging and relatable content, highlighting unique factors, and increasing brand awareness. Create a user-friendly and visually appealing website that delivers a seamless user experience to achieve business objectives.
Low Fidelity Wireframe
References available upon requestHigh Fidelity Wireframe
References available upon request.Improving the navigation interface to enhance information architecture for easy navigation.
Redesigning the home page interface to promote improved services introduction and engagement.
Implementing a universally available testimonials carousel widget to enhance user engagement.
Rebranding efforts to improve the website's look and feel, including new colors and typography | Improving the navigation interface to enhance information architecture for easy navigation.
Since contact pages are in the same category, consider combining them into one page to reduce cognitive load for the users. This will allow them to access all the relevant information and complete all necessary actions in one place, making the user experience more streamlined and efficient.
SPREADING THE WORD
SPREADING THE WORD
Halo's solution unlocks your online potential with a state-of-the-art WordPress website optimized for SEO and modern design. With a senior UX Architect leading the way, our comprehensive solution includes enhanced navigation and SEO toolset functionality, basic UX mapping for streamlined communication and service discovery, and a ready-to-use blog for engagement and information sharing. Trust Halo to elevate your digital success.
Chapter 07Outcome
Improved website design and user experience increased website traffic by 50%, resulting in a 30% increase in inquiries and a 20% increase in conversions. The website now effectively communicates the purpose of the business enhances brand recognition, and differentiates the company from its competitors.
After conducting user research and implementing UX best practices, the Vitra Health website saw a significant increase in traffic and engagement. The new website design with a clear and concise message and easy navigation made it easier for users to find the information they need. The implementation of basic UX journey mapping streamlined communication and optimized service discovery, improving the overall user experience. Additionally, the enhanced SEO viability and toolset functionality helped the website rank higher in search results, resulting in more organic traffic. The inclusion of a blog and a testimonials carousel widget encouraged engagement and information sharing, further increasing user interaction. Overall, the website redesign helped Vitra Health effectively communicate its purpose, increase brand recognition, and differentiate itself from its competitors.
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