Children’s Nebraska Homepage Redesign
The Background
Children’s Nebraska is the only hospital in the Omaha region that focuses entirely on kids’ health, making them a trusted leader in pediatric care. They’re dedicated to helping families get easier access to the care they need.
The Issues
- The homepage was cluttered and outdated, with content from multiple stakeholders that lacked a clear focus.
- Users struggled to find critical information, like how to book appointments or contact doctors, due to poor navigation.
- Key actions were hard to spot because of the lack of visual hierarchy.
- Brand identity and emotional appeal were missing, which made the site feel cold and impersonal, rather than warm and supportive.
My Role
As the lead content strategist, I produced the entire homepage experience from start to finish—conducting research, guiding content strategy, and collaborating with teams to create an intuitive, family-centered design that met both user needs and business goals
Insights
The bounce rate for the homepage is high, so many visitors leave the site without exploring further.
User surveys and feedback reveal frustration with the site's navigation, especially for finding services or doctors.
Comparative analysis with other hospital websites highlights the need for a more modern and user-centric design.
Most users were relying on the search feature to find information rather than navigating through the website’s menu. This suggests that the current navigation may not be intuitive or clear enough.
The Objective
The homepage is often the first touchpoint for families seeking urgent care. Our goal was to make it easier, faster, and more intuitive for parents and caregivers to find what they need, when they need it most. This redesign wasn’t just about functionality—it was about creating a compassionate, user-centric experience that reflects the hospital’s commitment to families.
Steps and Approach
As the lead content strategist on the project, this was my approach for the homepage redesign.
What I Delivered
I defined the content hierarchy, organized the layout, selected components, and made key content updates that reshaped the entire user experience. The numbered images highlight the changes and their impact.
The Results
“By making it easier to find information and connect with resources, we’re not just improving user experience—we’re enhancing the overall care journey for families.”
Big impacts
After testing the redesigned homepage with users, the results showed significant improvements in the overall user experience. The new design for Children’s Nebraska aligned with user expectations, making it easier for visitors to find relevant content. With dynamic features and engaging copy, the homepage became more modern, approachable, and user-friendly, enhancing the overall patient and family experience.
Notable Improvements
Enhanced healthcare content to drive patient engagement
Optimized the website for healthcare-focused SEO
Improved content hierarchy for better navigation.
Spotlight essential healthcare services for patients and providers
Collaborated with stakeholders to align content with key business goals
Beyond the Writing
End-To-End Approach
I improved the entire user journey, from navigation to content hierarchy and accessibility. Using data from surveys, feedback, and analytics, I identified pain points and optimized the design for better flow. By aligning content with user needs and the hospital’s brand, I created a more intuitive and effective online experience for parents seeking critical information.
Constraints
Limited time, budget, and technical constraints required us to prioritize critical content and features. We balanced these limitations with user needs, focusing on essential updates to keep the experience intuitive and accessible. Some lower-priority features were deferred to deliver a functional, patient-centered redesign on time.