Houm OB/GYN & Birthing Center
Revolutionizing Women's Healthcare
Vision and Challenge
How might we empower female patients at Houm to better streamlines access to essential information and ease the challenges of navigating their healthcare journey in a foreign country?
Role
Product Design
UX Research
Design System
Brand Identity
Team
• CEO, Founder
• 1 Creative Director
• 1 Manager of International Patients Team
Problem
Underselling What Houm Truly Offers
Despite Houm's reputation for delivering exceptional care and services catered to women's healthcare needs, the clinic's website fell short in accurately reflecting its core values and comprehensive offerings. The outdated design and disorganized information architecture presented significant barriers, with confusing page layouts, unclear navigation, and content that lacked a cohesive voice and failed to resonate with the diverse patient base. The website's shortcomings extended beyond aesthetics, as the limited English language support and lack of online appointment booking functionality posed challenges for foreign patients seeking accessible healthcare services. Consequently, the website failed to provide an inclusive experience, hindering Houm's ability to effectively connect with and serve its patient community, particularly those from different cultural backgrounds.
Solution
Future Steps
This responsive web redesign project was created in partnership with Houm OB/GYN & Birthing Center, involving direct collaboration with the Founder and CEO of the institution, the manager of the International Patients Team, and the Design Team. Initial feedback from both new and existing patients has been overwhelmingly positive, and the project is now progressing into the development phase for implementation.
See Entire Process Work
It's more than just your average website makeover...
It's a beacon of hope and support for women embarking on their healthcare journey in unfamiliar territory.
Project Background
Understanding agendas
Problem
The previous iteration of Houm's website presented a myriad of challenges for users, hindering their ability to navigate well through the platform. With issues ranging from convoluted navigation and unclear site hierarchy to outdated branding and inconsistent English copy, users often found themselves struggling to find the information they needed. Moreover, the presence of a language barrier further complicated matters, making it difficult for international patients to access essential healthcare resources. The website's design lacked modernity and failed to accurately represent Houm's services and values, resulting in a disjointed and frustrating user experience.
The vision was clear.
To craft an online sanctuary that echoes the heart and soul of Houm OB/GYN and Birthing Center.
User Personas
See User Personas
Research Insights
Site Navigation
The current website's site hierarchy, organization, and navigation are sources of confusion for users, hindering their ability to find relevant information efficiently.
Language Fluency
Language and cultural considerations pose significant challenges, with users highlighting issues in the clarity and accuracy of English content. The vision and voice does not reflect Houm's compassionate ethos.
Information Priority
Users express a need for clearer information about facilities, staff, and services. A comprehensive services page is crucial to provide users with a detailed overview of the services offered by Houm.
Enhanced Features
Users express the need for a direct appointment booking system, which would streamline the process and enhance user experience by allowing them to schedule appointments seamlessly.
Research
“Houm's website truly underrates what it has to offer.”
Ideate
Every minute spent in good organization is an hour earned.
Site Map
The implementation of a comprehensive site map and hierarchy for the Houm OB/GYN & Birthing Center's website redesign initiative marks a significant milestone during the ideation phase. This strategic approach to organizing content offers a structured framework, addressing previous user frustrations with navigation complexity. The homepage showcases prominent calls-to-action sections, directing users to key sections, including About Us, Services, The Clinic, Community, and Contact Us. Subsequent pages are logically arranged under these main categories, ensuring a seamless user journey and facilitating quick access to essential information. This meticulous organization not only enhances user experience but also reflects the clinic's commitment to providing accessible and user-friendly healthcare resources.
See Site Map
Ideate
"I get anxiety booking appointments through the phone in this country because I never know whether the person on the receiving end speaks English.
Ideate
Getting to the right destination.
User Flow
Our approach involved a deep dive into the various factors influencing user behavior and interaction with the Houm platform. We sought answers to pivotal questions such as, "Where can I access comprehensive information about the clinic's services?", "What's the best route to reach the clinic?", and "How can I efficiently schedule an appointment?" These inquiries guided our exploration, shedding light on the diverse needs and preferences of our user base. A key challenge encountered during this process revolved around deciphering complex medical terminology and restructuring it into user-friendly categories and language, ensuring seamless comprehension and navigation for all users.
See User Flow
Prototype
How can we simplify medical jargon?
Lo-fi Wireframes
Sketching Sections
Pen to Paper
In the initial sketch renditions, the foundational pages for achieving project objectives were outlined. These prototypes included prominent call-to-action sections on the Home Page, ensuring easy access to all parts of the website. The Services page was structured into three distinct departments: "Women's Health," "Pregnancy and Birth," and "Postpartum and Baby," enabling users to explore each service category individually. Additionally, the Contact page facilitated appointment bookings, provided directions, detailed information on various transportation modes, and served as an entry point to the FAQ section. Furthermore, the first iteration of the appointment booking system was developed, marking a significant step forward in enhancing user experience and accessibility.
Mid-fi Wireframes
Bringing frames to life
Mid-fi Wireframes
Brand Identity
A fresh cut to align with Houm's ethos of a modern, contemporary medical center with splashes of warmth, earthiness, and a sense of feeling like home.
Design Systems
Brand Identity
The way Houm makes you feel.
Inspired by the ethos of modernity, professionalism, and warmth, the goal was to infuse the brand with a fresh and inviting aesthetic while retaining its inherent sense of trust and reliability. Through the redesign of the logo, creation of a vibrant color palette, and selection of contemporary typography, the aim was to craft a cohesive visual language that resonates with both existing and prospective patients.
See Branding Kit
Usability Test
Trial and error
Usability Test
The usability tests comprised of hour-long live-video sessions with 10 participants, engaging 7 past or existing patients at Houm and 1 employee.
The usability tests comprised of hour-long live-video sessions with 10 participants, engaging 7 past or existing patients at Houm and 1 employee. Surprisingly, the prototype emerged relatively unscathed, with no major changes required. However, several minor adjustments were identified during the testing phase, each contributing significantly to the overall product enhancement. These included altering the page title from "The Center" to "The Clinic" to avoid ambiguity, integrating an Address Location and Directions section on the Home Page for improved accessibility, and adding text links to each service to facilitate informed decision-making for users. Additionally, changes such as replacing "Confirm" with "Continue" on the first page of the Appointment Booking System and ensuring consistency in the display of doctor names, exemplified the attention to detail applied to refine the user experience.
Usability Test
“I didn't expect to do this much scrolling.”
Usability Test Takeaways
Cognitive overload
Visitors experienced overload upon accessing specific pages, attributed to the surplus of data and extensive scroll requirements. The excess of information consumed considerable screen real estate, instigating an impression of disorder and unease.
Buttons galore
Although users appreciated the concept of having individual pages for each medical service, they expressed concern about the excessive number of buttons present on the Services page.
Iterations
Implemented Changes
Before and after
Through careful analysis of user feedback and alignment with industry standards, the before and after screens depict significant improvements in usability, navigation, and visual aesthetics. Each iteration represents a step forward in enhancing the overall functionality and appeal of the website, ensuring that it meets the needs of users while maintaining consistency with Houm's mission and ethos.
Ready for Launch
The changes you've implemented have truly made it more expat-friendly with easy access to important information. The user-friendly interface ensures a wonderful experience for all visitors, which perfectly reflects our commitment to exceptional care. - Manager of International Patient Team
The Finalé
Embark on an immersive journey through the reimagined Houm OB/GYN & Birthing Center responsive website prototype, meticulously crafted to elevate user experience to unprecedented heights. Navigate through a dynamic new site hierarchy, featuring meticulously curated pages adorned with a refreshed branding aesthetic while integrating an innovative appointment booking system. Prepare to be captivated as users navigate this new interface effortlessly, unlocking unparalleled access to essential healthcare services and redefining the standard for excellence in women's healthcare websites.
Expansion and Recruitment
Houm is poised to expand its team by recruiting additional designers and developers to spearhead the comprehensive redevelopment of its website. This strategic move aims to bolster the expertise and resources necessary to execute the redesign effectively, ensuring alignment with the organization's vision and objectives for enhancing user experience and accessibility.
System Integration
Another significant stride for the Houm redesigned website entails the back-end integration of the enhanced appointment booking system. This step involves exploring pathways to merge the redesigned booking system with the current platform utilized by Houm. Alternatively, there's the option to embark on the development of an entirely new appointment booking platform. This integration aims to streamline the appointment scheduling process further, providing users with a more intuitive and efficient means of booking appointments.
User Testing
Conducting thorough user testing remains crucial to evaluate the effectiveness and usability of the redesigned features within the context of Houm's diverse patient demographic. By conducting extensive user testing sessions, Houm can gather valuable feedback on how well the new functionalities resonate with users from different cultural backgrounds, language proficiencies, and healthcare needs.
Product Design