Different A’s to the same Z
Having gathered enough data and insight, our team started to work on structuring the available site content. Taking an iterative approach and working closely with the client team, focussing on the importance of language used by users and within the industry, the team worked on developing a site structure much more aligned to achieving the desired outcomes.
User flows were mapped to consider the different start points on user journeys based on their categorisation across both patients and professionals. These journeys then had to consider the necessary information structure to nurture them toward making an enquiry, all the while bringing more of the hospital’s unique features to the fore.
The team derived a primary navigation with clear launch points for user journeys for patients, partners and health professionals. This primary navigation was paired with a much clearer secondary navigation and user-friendly hamburger navigation trigger featuring a number of the Hospital’s primary focus treatments and pathways, to help shorten some user journeys whilst prioritising journeys more commercially important to the business.