COLUMBIA DOCTORS
INTRODUCTION
ColumbiaDoctors is the clinical practice of Columbia University Medical Center, providing cutting-edge research and health services for adults and children. The primary goal of the project was to enhance the site beyond being a search engine for doctors. This full-scale overhaul included a unique custom site for Children's Health and added more content, improved user experience, and gave the directories a fresh look and feel.
ROLE
Art Director
YEAR
2016
DEVELOPMENT
Phase2
DESIGNS
We began our designs with a variety of element collages. Those quick studies enabled us to hone into a look and feel quickly for both ColumbiaDoctors and Children's Health. Templates, styling, and the grid were used to further relate the brands while still giving them their own distinct identities.
ELEMENT COLLAGES
TYPOGRAPHY & COLOR
We developed distinct–though related–type systems and color palettes for ColumbiaDoctors and Children's Health.
COLUMBIADOCTORS
COLOR PALETTE
CHILDREN'S HEALTH
COLOR PALETTE
HOMEPAGES/DESKTOP
Introducing emotional documentary-style custom photography, elevating doctor searches, clarifying navigation, and providing exploratory content were the primary goals for the homepages.
INTERIORS/DESKTOP
A content-first approach was necessary for the rich material. Impactful custom photography and cross-referenced content were also introduced to improve the user experience.
TABLET
Responsive and adaptive breakpoints were utilized and established from analytics and usage data. Cross-Columbia branding and mobile-first thinking were added to bolster the experience on mobile devices.
MOBILE
Mobile navigation was tested and vetted to increase mobile traffic. Features were considered beyond the typical reading order translation and catered to smaller screens.
RESULTS
Analytics showed immediate improvements, hitting all the goals from the previous site. The biggest were improving doctor searches, site navigation, appointment conversions, and decreasing the bounce rate.
TOOLS
