Norton Children’s Hospital
New Website
Challenge
As Kosair Children’s healthcare organization was transitioning into Norton Children’s, PriceWeber was asked to migrate all content into a completely transformed site aligned with Norton Children’s contemporary brand vision and to improve visitor engagement through intuitive UX. The client also asked that the new site reflect the organization’s care for children and their families, while communicating thoughtfully and effectively to each of its three key audiences: patients, non-patients, and donors. The entire challenge was intensified by the need to complete the project—including site planning, development, design, copy, and launch—in eight weeks.
Goals included increasing “Find A Doctor” searches by 5 percent, increasing location searches by 11 percent, and increasing event searches by 5 percent.
Solution
PriceWeber streamlined the Norton site while also helping to capture the organization’s warmth and compassion through custom photography, navigation icons, and other design elements. We also developed new copy that speaks to all audiences in a conversational and caring, yet expert, voice. Through simplified, elegant design and intuitive navigation, the new site allows visitors to find their way around with ease. Modular sidebar navigation creates instant connectivity between related content and enables visitors to quickly find specific information. The redesign was everything that Norton Children’s hoped it would be, and the site’s much-improved visitor experience is reflected in higher satisfaction and increased utilization.
Results
605%
increase in “Find A Doctor” searches
711%
increase in location searches
447%
increase in event searches