Managing a Major Website
Redesign
June 4, 2010
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Agenda
Planning
Implementation
Measuring Success
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Planning Context for Redesign
Assess Current Situation (350+ websites)
Build Team, Review Agency Partner
Form Hospital Committee, Decision-Making Process
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Context: Why Redesign is Important
Web is significant consumer-facing presence for Mass General
Increasing reliance on the Web as an information source by health consumers
Anticipated use of online technology fortransactional capability— appointments, pay a bill, secure physician
communication, etc.
Consumer expectations shaped by existing gold-standard sites— search, functionality, look / feel
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Looking for a Consistent Brand
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Hospital Interactive Marketing Team
Project Management
ArtDirection
Content Strategy
TechnologyEngineering
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Split the Responsibilities
• Develop decision-making process
• Gain support & participation
• Develop business rules
• Primary research studies
• Content writing
• Software development
• Strategic focus
• Information architecture
• Visual design system
• Technical architecture design
• Functional specifications
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Strategic Development & Project Management (MGH Marketing)
Web Redesign Steering Committee (40)
Agency / Consultant
MGH subject matter experts:
Brand
Strategy
Clinical Programs / Patient Care Services
Content, Editorial Guidelines & Publishing Workflow
Research Community
Technology & Software Selection
Training
Implementation
User Experience
Human Resources
Administrative
Market Research
Usability Testing
Project Organization
Decisions approved here
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Implementation Primary Research
Taxonomy / Contextual Database
Physician Profiles
Publishing Process
Content Strategy, Design System & Technical Architecture
New Technologies, e.g. CMS, Faceted Search
Usability Testing
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Research
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Research Activities
Strategies draw from data collected during discovery:
Mass General stakeholder interviews
massgeneral.org website survey findings
External physician interviews
Mass General publishing interviews
Audit of Mass General content (online & offline)
Mass General brand strategy & segmentation documentation
Secondary research from Forrester, Aptima & Pew
AMC org & publishing process interviews
AMC website benchmarking
Primary User Research
Strategic Focus
> Massachusetts General Hospital Website Strategic Focus
Best Practice Benchmarking
> Massachusetts General Hospital Best Practice Benchmarking
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Target Audiences
Referring physiciansExisting patients /Caregivers
Prospective patients
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Target Audiences
What about other segments? Employees
Job seekers
Health care professionals
Researchers
Students
> Building a new website experience with our core users in mind builds a better experience for all website constituents
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Core User Testing and Insights
Priority segment user interviews:
Consumer profiles— Prospective patients— Existing patients— Caregivers of existing patients
Out-of-network referring physicians
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Strategic Focus / New Direction of Site Audience group focus with segment-specific objectives
— Prospective patients— Existing patients— Referring MDs
New site organizational model — Model is user-centric; not based on Mass General org chart— Global & Receding Navigation concept (1 website, not 350)
Contextual content model to support cross-referencing— Content is no longer in siloed & static web pages— Amazon.com model: dynamic content; shared across the site
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Amazon’s Content Sharing/Relationship Model
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Contextual Content Model to SupportCross-Referencing
DiseaseTitle
Description
Symptoms
Treatment
Prevention
TestimonialPhysician
Disease
ResearchTechnology
Metadata Attributes
Intraocular MelanomaDescription:
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc fermentum. Donec et ante in dui placerat ultricies. Etiam cursus dignissim est. Sed sagittis dignissim ipsum. Vestibulum ante ipsum primis in cubilia Curae;
Symptoms:
• Sed sodales erat vel enim.
• Etiam cursus sollicitudin quam. Nam erat purus, faucibus et, pulvinar sit amet, ullamcorper at, velit.
• Donec pulvinar, arcu at adipiscing elementum, mauris lacus mollis arcu, vitae pretium arcu magna hendrerit purus.
• Sed sodales erat vel enim.
•Treatment: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc fermentum. Donec et
Physicians
Technology
MD Spotlight
Testimonial
Research
Wireframe
Diseases of the eye
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Content Strategy
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Content Strategy
* Anesthesia & Critical Care
* Dermatology
* Emergency Medicine
* Medicine
* Neurology
* Neurosurgery
* Obstetrics & Gynecology
* Oral & Maxillofacial Surgery
* Orthopaedics
* Pathology
* Pediatrics
* Physical Medicine & Rehabilitation
* Psychiatry
* Radiation Oncology
* Radiology
* Surgery
* Urology
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Content Strategy
* Anesthesia & Critical Care
* Dermatology
* Emergency Medicine
* Medicine
* Neurology
* Neurosurgery
* Obstetrics & Gynecology
* Oral & Maxillofacial Surgery
* Orthopaedics
* Pathology
* Pediatrics
* Physical Medicine & Rehabilitation
* Psychiatry
* Radiation Oncology
* Radiology
* Surgery
* Urology
Cancer Center
Digestive Healthcare Center
Heart Center
Transplant Center
Vascular Center
+
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Content Strategy
Allergy/Immunology
Burns Services
Cardiac Surgery
Cardiology
Diabetes
Endocrinology
Gastroenterology
General & Gastrointestinal Surgery
Geriatrics
Infectious Disease
Nephrology (Renal)
Otolaryngology (Voice Center)
Palliative Care
Plastic & Reconstructive Surgery
Pulmonary & Critical Care
Rheumatology
Surgical Oncology
Thoracic Surgery
Trauma
Vascular & Endovascular Surgery
* Anesthesia & Critical Care
* Dermatology
* Emergency Medicine
* Medicine
* Neurology
* Neurosurgery
* Obstetrics & Gynecology
* Oral & Maxillofacial Surgery
* Orthopaedics
* Pathology
* Pediatrics
* Physical Medicine & Rehabilitation
* Psychiatry
* Radiation Oncology
* Radiology
* Surgery
* Urology
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Content Strategy
1. Head & Neck Surgery Program
2. Breast Surgery Program
3. Body Contouring
4. Migraine Program
5. Hand Surgery Program
6. Pediatric Plastic Surgery
7. Non-invasive Aesthetics
8. Plastic Surgery for Men
9. Peripheral Nerve Program
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Content Strategy
Condition Hub Center or Department
TreatmentsConditions
Cardiomyopathy (weakened heart muscle)
Heart Failure & Cardiac
Transplant Program
Hospital website visitors use massgeneral.org Post-DXto help make informed decisions regarding treatment options.
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Editorial Guidelines
Aa Content strategy
Site structure
Audiences
Tone & style
Visual examples
Content Strategy
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Hospital-wide training
Drop-in Labs
icommunityIntranet
CMS Training
Content Strategy
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Design
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Visual Design Goals
Transform massgeneral.org into one unified branded experience for our users
User focused
Unified architecture
Consistency w/o boredom
Flexible / modular system
Simplified user experience (“less is more”)
Contextualized & shared content
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Design Direction
Pioneering
Timeless
Firsts
Dependable
Landmark
Innovations
Reputation
Proven
MGH as an enduring cultural symbol
First to perform surgery without pain
IconicFirst to develop an X ray image in the US
First to successfully reattach a human limb
Photomedicine
genetic research
Courageous
Confident
Forefront of medicine since 1811
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Design System
37
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40
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Measuring Success Site Metrics e.g. Traffic, Time Spent on Site, etc.
User Satisfaction
Representing the Brand
Developing Integrated Marketing Tools e.g. SEM & Offline Campaign Landing Pages, Microsites
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28%
Looking for Work
Not Looking
Job Applicant (Non-medical)
Nurses/Physician’s Assistant
Physicians
Medical StudentClinical Researcher
Patient Under Treatment
Friend/Relative to Patient
“Consumer” Looking for Info
All Other*
Job Applicants: 22%
Health Care Community:
46%
Patients, Friends/Family of Patients and
“Consumers”: 34%
* Media (1%), Donor (1%), Other (8%)
2007 2010
17%LookingNot Looking
Job Applicants:16%
Health Care Community:
34%
Patients/ “Consumers”:
45%
Visitor Mix Has Changed Since 2007
44
Greater % of “High Value Consumers”
Received treatment @ other hospital
Received treatment at Mass General
Have Not Received Treatment
45
Satisfaction with the Website
Extremely satisfied
Very satisfied
Slightly satisfied
Somewhat satisfied
Not at all satisfied
(n = 463) (n = 703)
61%70%
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47
Interactive Marketing Strategies
48
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http://twitter.com/shawngross
50
Feedback / group questions
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