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Special Care for Super Kids: Connecting Parent, Patient & Brand for Better UX

Brand Goals + User Needs = UX Gold for Palmetto Health Children's Hospital

The most effective digital brand experiences live at the intersection of your organization’s goals and the motivations of your customers.

Venn diagram of brand purpose and goals overlapping with user identity and tasks

These business goals symbolize the “whys” of your brand. Why are you in business? Why are your products or services unique? 

Meanwhile, needs and motivations are the “whys” of your target audience. Why would a customer need your products or services? Why are they coming to your site? 

At BlueKey, we think of identity alignment as a two-way street. It’s crucial to dig deeper into the motivations behind brand and audience to find connection between the two. With this knowledge about the tasks a user is trying to accomplish on your site, we can ensure that those goals will be intuitive and easily achievable.

Apply all of this insight to design, content, and functionality, and you've created a user experience based in common ground, relatability, and authentic brand character. 

MEET PALMETTO HEALTH CHILDREN'S HOSPTIAL

In the case of our friends at Palmetto Health Children’s Hospital, we were working to align brand goals with parent and patient needs for an energetic site redesign. 

During the discovery process of our Children’s Hospital project, our team took an onsite tour of the hospital and spoke with staff to understand more about the goals of their team. We quickly learned that the people who work at Palmetto Health Children’s Hospital didn’t see this as just any healthcare job. Their team truly wanted to work with kids and believe it is their calling. It’s their mission to provide the very best care for each child, or “special care for super kids.” 

Through our user research, we learned more about the wants and needs of patient parents as well. These parents wanted care for their children that was professional but that also engaged with kids at their level. They wanted both the body and the spirit to be taken care of. This is what they look for in a care provider—what motivates them. 

For the new Palmetto Health Children’s Hospital website to be successful, the tone, messaging, content, and imagery all had to align with the goals and motivations of the staff, parents, and children. These shared needs and beliefs were reflected in every piece of the new site. 

BRINGING IDENTITY ALIGNMENT TO LIFE 

Applying this brand-customer connection to the user experience of a new website dictates how we communicate with our audiences. Here’s how we communicated this brand identity alignment with users on the Palmetto Health Children’s website.

UX strategy pyramid graphic

Emotional: Through the Brand, Messaging, and Visual Identity 
How does it make you feel? Do they share your beliefs? Do you identify with them? 

Rational: Through Content, Media, and Infographics
Do you quickly understand the details, benefits, and logic behind the information or products? Does it answer your questions or concerns and help you make a decision?

Functional: Via User Interface (UI), Features, and Functions
How easy is it for you to accomplish your desired tasks? 

COMMUNICATE TOP-DOWN 

We prioritize our branding efforts by communicating from top to bottom: Emotional, Rational, and Functional. Emotion, and emotional connection, is how we can align ourselves with the patient parent audience we want to attract and retain.

We begin speaking from a simple place of shared belief, motivations, and identity, which builds trust and makes the brand’s audience more open to rational arguments. Once a user—in this case a patient’s family member or parent—feels understood and informed, they are more likely to act. This content can translate into conversions, or “wins” in the web world, such as a contact form submission on the Children’s Hospital site. 

BUILD BOTTOM UP

Frustration online is UX cancer. That’s why we prioritize our build of the new website from a functional, then rational standpoint—bottom up on our pyramid. We start by putting key functionality in place, striving to make it simple and easy for users to accomplish tasks.

Here’s the hard truth: No one cares how awesome you or your brand are if you make things difficult for them. 

A parent visiting the Palmetto Children’s Hospital website, for example, might be experiencing stress out of concern for their child in need of care. They simply don't have time to figure out complex functionality or look for buried content. 

Finally, we build with emotion in mind in order to make the user feel good about the brand, its value, and the actions they take on the company’s website. Parents are using the website to vet a healthcare provider for their child. The personality and trustworthiness of Palmetto Health Children’s Hospital needed to come through clearly. 

BECAUSE THE BEST CARE MATTERS

Right from the homepage, we wanted the design to be fun, colorful, and unique. And as you scroll, the messaging and imagery reinforce that connection.

Homepage scroll of Children's Hospital website

 

Screenshots of sections of the Children's Hospital homepage

We integrated social content, events, and imagery relevant to kids, so they felt like the website was just for them. We also used animation to make the UX more fun. Now when parents and kids were browsing the site together, it was an interactive experience.

Patient parents were coming to the site for two reasons: 

  • To learn more about the hospital, services, and programs and plan a visit
  • Or for quick reference, looking for contact info or directions (potentially in emergency situations)

With the knowledge of these functional goals, we made sure that the most popular tasks were easy and obvious and consistently included them on every page of the website. We also created a simple window-takeover menu to make navigation clear and distraction-free.

Animated clickthrough of Children's Hospital website

Further down the home page, we included interactive sections for quick access to services such as the Children’s Emergency Center and resources like Preparing for a Visit.

Screenshots of sections of the Children's Hospital homepage

We created engaging landing pages to aggregate important information about the Child Life Experience department and a simple navigational page for quick access to pediatric specialties.

Screenshots of sections of the Children's Hospital homepage

And most importantly, we made sure we had the right information on every specialty page, such as contact and location info, conditions treated, specialty clinics, and the care team.

Now, the Palmetto Health Children’s Hospital website connects the brand’s quality care mission with an easy, intuitive experience for parents seeking the best care for their kids. 

Ben Cash
Founder/Strategist & Incessant Whistler
Clare Sweeney
Content Strategist & World Traveler
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