Digital Experience & Strategy
Novant Health Web Overhaul
As a pivotal member of Novant Health’s Digital Experience Team, I contributed to a transformative project that redefined Novant Health's online presence through their primary digital channel — novanthealth.org. Our mission was clear: to establish novanthealth.org as the premier digital front door for accessing physicians, locations, healthcare information, and services.
Project Goals:
Elevate Novant Health's brand and reputation as a provider and employer of choice.
Present relevant consumer-centric messages, stories, and testimonials to engage consumers, patients, team members, donors, and community partners.
Create seamless, frictionless experiences for consumers, patients, and core audiences.
Achieve operational readiness through a modern infrastructure for greater speed, capacity for change, and growth.
The new novanthealth.org
Design & Content Overhaul
Collaborating closely with a diverse steering committee representing leadership from across the organization, we set out to leverage the Optimizely platform as our new Content Management System (CMS). This platform served as the cornerstone for consolidating over 100 individual Novant Health websites into a cohesive, unified digital experience. Notably, this initiative also encompassed the integration of the recently acquired New Hanover Regional Medical Center (NHRMC) website. It was our job to seamlessly assimilate its content and providers into the overarching Novant Health ecosystem as the overhaul of the existing website was being executed as well.
As the Digital Designer, my role encompassed a range of responsibilities crucial to the project's success. Serving as a design subject matter expert, I facilitated the production of graphic assets and rich content for website use while adhering to accessibility guidelines and usability best practices.
Archived version of novanthealth.org
User Priorities & Research
Leveraging foundational UX principles, I guided design decisions to optimize user experiences and collaborated closely with content managers and production specialists to implement designs seamlessly within the CMS.
Together, we successfully converted a myriad Novant Health websites into a singular, harmonized experience, adhering meticulously to the newly update visual and written brand standards. This overhaul included the creation of hundreds of pages featuring fresh content, illustrations, and images, all meticulously crafted to reflect Novant Health's commitment to quality and accessibility.
Moreover, the modern infrastructure and new CMS, set the stage for growth and adaptability in the digital landscape. Through refined site navigation and streamlined user experiences, we ensured that visitors to novanthealth.org could intuitively access the information and services they sought, fostering a seamless journey from discovery to action.
User Flow Whiteboard - Careers Persona
Seamless Digital Experiences
Through proactive engagement with internal teams and external partners, I fostered trust, collaboration, and awareness, enabling the Digital Experience team to provide valuable feedback and solutions. Notably, my expertise and involvement streamlined the look and feel of third-party platforms, identified practical steps for iterative solutions, and designed solutions that contributed to Novant Health's digital-first approach and brand engagement. One of the results of this collaboration and effort was the redesign of the company’s marketing and public relations newsletters.
By prioritizing user-centric design principles and leveraging cutting-edge technologies, Novant Health to elevated its digital presence to better serve the diverse needs of its communities.
In essence, our project was not merely about redesigning a website; it was about reimagining the way Novant Health engages with its audience online. By delivering a unified, intuitive, and content-rich experience, we have set a new standard for excellence in healthcare digital marketing, positioning Novant Health as a leader.
Internal User Experience
From an internal perspective, I actively seized opportunities to lead and collaborate with team members. Tangibly deliverables that may result from collaboration could be templates, wireframes, strategy presentations, etc. Which altogether streamlined workflows and enhanced our team's efficiency.
While, co-leading the Optimizely Asset Management Organization, Structure, and Documentation project, I established new work standards and documentation to optimize content management within the CMS for current and future team members.
Overall, my contributions to the Novant Health digital transformation project reflect a commitment to innovation, collaboration, and user-centric design principles. By leveraging expertise in design and operational enhancements I played a vital role in elevating Novant Health's digital presence and advancing its strategic objectives.