UX / UI Hippocrates Health Institute Redesign
WHO: Hippocrates Health Institute
TIMELINE: Less than 6 months
MY ROLE: Content & Taxonomy Strategy, Interaction Design, Testing, UI Redesign, Development
RESULT: Increased enrollments of students into health educator or life transformation programs.
2 Types of Users
Health Educator Students
Most were 30 and above, female, and had already been involved in holistic or alternative healing modalities. They were from all over the world. They needed to find out about the program for educators, and a way to enroll. There was nothing at the time, so the sales team spent a lot of time on the phone.
Life Transformation Patrons
This program is popular with people of means who are looking to improve their health through raw diets, detoxes, stress-reduction, spa and alternative health methods. Patrons stay in a variety of housings on a landscaped 50 acre campus. Many diverse people from all over the world come here. A landing page was needed to explain the program and collect inquiries.
Challenges
Our primary focus for the redesign was the homepage, and landing pages for the Life Transformation Program and Health Education Program. The homepage was not driving traffic to the two programs because there were no clear call-to-actions. The Life Transformation Program page led users down a wild click-path to hunt for more information and dead-ended them with no call-to-action. The Health Education Page was disjointed, filled with irrelevant and distracting links, no connection to real human students and a hard to find application CTA.
Requirements
- Increase online-signups and reduce call-center time
- Convey creditability through useful content and reducing amount of clicks
- Convey a luxurious and wholesome brand through authentic photography, color-palette and tone-of-voice
Content & Taxonomy Strategy
We started with the site architecture. The first attempts were hand-drawn and iterated further in digital mockups. Our primary pain-points were unclear CTAs, dead-ending, too many clicks, redundant pages, irrelevant or little content, and users just getting lost.
We eliminated redunancy, placed strong CTAs on connecting pages, and totally redesigned the Educator program page to be people focused, using real photography of students and graduates. We also used optimistic language that spoke directly to the benefits of taking this program.
Results
Hippocrates has seen more traffic on the site, particularly the new Health Educator page. Online sign-ups have increased and call-center load is down. Feedback received from the marketing coordinator is that users feel more able to “shop” the website for all the information they need before they decide to make the call.
