FEATURED PROJECT: UAB MEDICINE WEBSITE REDESIGN
UAB Medicine: A Website Called "Dot Org"
The original site was built on a CMS that was difficult to maintain and not standards compliant, so it was scrapped that and started from scratch. Figuring that the best thing to do was look around to see what our competition was doing, I started by studying Mayo Clinic, Scripps Health and Cleveland Clinic.
COLOR & TYPE
Color and type are the anchor elements of any good design. The choices I made would need to work well with the established brand colors. The new color palette was subtle enough to support and bring consistency to the existing tone. After researching various font pairings, I chose Titillium and Montserrat feeling that they provided the best contrast in weight without sacrificing legibility across device outputs.
NOTES, NOTES AND MORE NOTES
IT'S A SEARCH DRIVEN WORLD
CREATE, SCHEDULE, DEPLOY, MEASURE
We "rolled our own" ad network. It's one of many smart components in the new site and gives the marketing team the freedom to create, schedule and deploy their own branded ads with targeted messaging. This increases engagement and time on the site without the hassle of outside vendors.
The scenario is that if you're on a condition page researching atrial fibrillation you would see a house
ad prompting you to take a risk analysis, or asking if you would like to make an appointment with a cardiovascular specialist.
THE SUM OF IT'S PARTS
Most every design element and component of the user interface on the site went from sketch to wireframe to Photoshop; Promotional graphics, embedded video players, even map markers.
After rounds of approval and revisions it was all sent to our development team to "bake" into the CMS.
The result is a clean and simple website that's easy to use and aesthetically pleasing while positioning
UAB Medicine very well among competing health systems.