Restructure and Redesign
Women’s Health Microsites
Scroll ↓
Revamping Northwestern Medicine Women’s Health Microsites
Redesigning Northwestern Medicine women’s health microsites has been a multi-year project, involving service line marketing, digital content, UX, and web & technology. The microsites, hosted on Weebly, were originally launched in 2016 and were due for a revamp. The overall design was outdated, the sites were difficult to navigate, and the pages were text-heavy and overwhelming.
Details
My Role: Digital lead, content strategy and design
Duration: 3 – 4 months per site
Tools:
Weebly
Google Analytics
We’ve completed four microsite redesigns since 2019, including:
My Role
The UX team helped kick off the project with the first microsite redesign, Fertility and Reproductive Medicine. They developed a comprehensive sitemap and designed wireframes. My primary goal during the first redesign was to support content development and build the microsite according to the UX designs.
For the subsequent redesigns, I have taken a larger, more strategic role as the Digital Lead. I continue to support the service line marketer in content development, and I now oversee content strategy and information architecture, as well as designing, building, and launching the site. I also meet with clinical leadership to present content and design recommendations.
Redesign Objectives
Create a template that features a modern, visually appealing design
Improve user experience by making the sites easier to navigate
Fill content gaps and update existing information
Increase site traffic and improve SEO
For each redesign, our primary goal was to make it easier for patients to find the information they need. Previously patients would struggle to find information buried deep within the site. Now, all pages are accessible via the navigation bar.
Our secondary objective was to create sites with a modern design and high-quality images. By replacing content-dense pages and replacing them with engaging content, users are more likely to stay and interact with our sites.
Post-Redesign Improvements
Because Data is King
Six-months post redesign we complete a Google Analytics deep dive to confirm that the content restructure and design decisions we made were successful.
On average, the four sites performed significantly better when you compare post-redesign numbers with pre-design.
Pageviews increased 46%
Average time on page increased 37%
Organic search traffic increased 164%
Upcoming redesigns
We are scheduled to redesign five more women’s health microsites, and we’ll begin work on the next two (nmobgyn.nm.org and 680obgyn.nm.org) in Q2.