The Blood and Marrow Transplant Center at the University of Minnesota is one of the top BMT centers in the world, but its old website wasn't doing it justice. During the research phase of this project, we spoke to mothers of children who had undergone treatment at the facility. In these interviews, we learned that once families visited the center, they almost always chose it as their place of treatment. From our research, we concluded that we needed to emulate the visit experience on the site. That way, families would immediately get a strong sense for the center and BMT program, even from miles away. To do this, we needed to highlight the renowned doctors and their unique bench-to-bedside practice. We revamped the Conditions We Treat section, making them searchable so that moms could quickly find their child's disease. The new site also features a multimedia section that contains patient case studies, a facility tour, and bio videos of all of the doctors.
My role in the project:
- Qualitative Research (collaborated with team of 2 researchers)
- Assisted with research findings report
- Wireframes & Information Architecture (collaborated with Visual Designer)
Created at bswing.
For mothers of children who need BMT, no amount of information is too much information. During the initial phase of searching for treatment programs for their child, they are insatiable, often staying up until 2 in the morning researching. The University of Minnesota had a variety of news and research that moms weren't seeing because it wasn't on the website. As part of the redesign, we brought the Center's pioneering treatments and research to the forefront of the site. Designing the site to be responsive also ensured that moms would be able to access information about the Center from anywhere, day or (really late) night.
Every family we interviewed spoke extensively about the doctors at the Center. From their experience and wisdom to their calm and caring demeanors, the doctors were often one of the biggest reasons people chose the program. The redesigned site features doctor bio pages that highlight their extensive credentials and achievements. Accompanying doctor bio videos capture the warm personalities that drew families in.
The Center's unique Bench-to-Bedside and Back approach to medicine allows doctors to split their time between research and patient care. This way, the doctors are actively involved in developing treatments and seeking cures for the diseases they diagnose. Pulling in studies and news about the groundbreaking work being done at the Center gave research the attention it deserved on the new site.
For most families who visited the BMT Center in Minneapolis, the decision was easy. After meeting the doctors, seeing the facility, and better understanding the program, they felt confident that the U of M was the right choice. Through photography of the facility, patient photo stories, and testimonials, we emulated the experience of the Center online in the hope that other prospective families would get a feel for the location and program without having to travel.