NYGH leads with differentiated design

In-depth user research wasn’t possible within the project budget, so instead we developed a community survey for NYGH’s newsletter readers, internal staff, and visitors to the website. This was an economical way for us to get feedback from actual users. The survey results led us to develop a module for the home page which would allow users to identify themselves in order to get the most helpful, important content.

A content audit identified where the labels, language, or granularity of content could be improved. With a new content strategy, the navigation was redesigned to feel less confusing, and we implemented a new ‘clinic contact’ module to highlight key referral and contact information.

From insights gained through our design audit of North American organizations, we knew NYGH needed to rise above the blandness of generic healthcare web design. We workshopped visual concepts with the NYGH team and challenged them to design their ideal home page based on three options: one, a small evolution of what they had; one middle-of-the-road; and one outside their comfort zone. With our encouragement, the NYGH web team chose the more dynamic and vibrant visual design approach that made them stand apart in the healthcare landscape.

“The q30 team is made up of wonderful, creative and knowledgeable people. North York General Hospital could not have picked a better company to create for us a website with a fresh, forward-thinking design (no more hospital blue websites!). We have all remarked at how easy the q30 team was to work with – we are really happy with our experience.”

Suzanne Tanguay – Web Content Specialist, Corporate Communications and Public Affairs, North York General Hospital