We spoke with ten parents whose children have a range of medical conditions in an effort to better understand their mindset, needs, and challenges they endure while trying to find care.
Condition is the #1 priority
When searching for care, parents are focused on if a hospital specializes in their child’s specific condition and if that doctor is among the best in what they need.
They are less concerned with the breadth of specialties a hospital treats.
Parents want to feel reassured and in control
Parents come to the site for serious conditions. They aren’t doing casual research.
They are stressed and don’t know who to trust.
Parents need reassurance that the doctor they choose will treat them as a partner in the care of their child.
They also want to know that the doctor will form a relationship with the child.
We analyzed how other children’s hospitals, in the US and around the world, treat their doctor finding mechanism. With a focus on “what patients can search for” and “what filters are available.”
- Seattle Children’s Hospital
- Colorado Children’s Hospital
- Boston Children’s Hospital
- Children's National Health System
- Children’s Hospital of Philadelphia
- Texas Children's Hospital
- Children’s Hospital of Pittsburgh/li>
- C.S. Mott Children's Hospital
- Rady Children's Hospital
- Kravis Children’s Hospital
- Morgan Stanley Children’s Hospital
Parents come to the site for serious conditions. They aren’t doing casual competitive-analysis.
Most Common Filters
Location (8) > Gender (7) = Specialty (7) > Language (5) > Distance (4)
What Can People search
Last or First Name (7) > Specialty (6) > Condition (4)
With the user researches, we drafted an information architecture that provides a user journey that’s optimized for parents to validate the doctors, specialties, hospital, and make an appointment with the doctor. Which are the most important qualities they look for when choosing a hospital.
Started the redesign by creating new systems for color, typography, and iconography with family-centric and warmth in mind. We crafted more than 100 unique designs for desktop, tablet, and mobile, templates that supports 1,000 pages of content, 120 photographs, 2 new videos, and 6 custom-designed vignettes