THE BUSINESS

Sea Mar is a community-based organization, specializing in service to Latinos. They provide quality, comprehensive health, human, housing, educational and cultural services. Sea Mar’s has more than 90 clinics.

GOALS

The primary goal was to make the Sea Mar website mobile friendly with clear clinic contact information. Our research showed that patient calls to Sea Mar’s administration offices were primarily to contact their doctor or clinic and that most patients accessed internet on mobile devices. My aim was to make clinic information easy to find on any platform.

DESIGN PROCESS

KEY FINDINGS

As I learned more about the shortcomings of the existing website through interviews with direct care staff and administrators I learned that: Users need to find clinics and programs information on the website and Google. Another thing I learned and needed to consider was that most of the Sea Mar patients don't have a computer at home and use their phone to access the internet.

MY CONTRIBUTION - MANY ROLES

This project took 8 months to complete from start to finish. This is partly due to a 2 people marketing team supporting over 90 clinics.

Because this was a site redesign, I collaborated with administration to modify and create new Information Architecture to reach the final version (above).

I coordinated and led facets of the design including: user task flow, interaction, wireframe, visuals and prototypes. I worked with key executives and stakeholders within the organization to explain my decisions and tactics and receive feedback on initial wireframes and prototypes. Due to limitations of time and staff, I chose a template that was similar to the prototype as a base from which to build the site. Currently, I am working on the Spanish version of the website which will launch June 2018.

STRATEGY

The design and initial prototypes were built upon the results of discovery in three main areas:
1. The organization’s key priorities as established in its mission.
2. Input from real website users: Board members, clients and staff.
3. Search engine on keywords and phrases used to locate the organization online.

Elicited feedback from key website users to identify the following redesign objectives:
• Improve site organization and navigation to increase information access.
• Ensure design and functionality incorporate mobile compatibility to enrich user experience and to provide clients who don’t use a personal computer the same access to clinic information.

The website look and navigation incorporated this feedback:
• Responsive design—Visitors have a consistent experience regardless of how they access the site. With responsive design, visitors are free to access the website with their desktop or mobile device of choice. It is important that the website is compatible with smartphones, as over 60% of searches come from a mobile device.
• Increased content—Search engine optimization was improved by expanding content related to Sea Mar’s priorities (clinic site information, provider bios and events). Improving SEO content helps Sea Mar’s presence grow online and to have it in the top positions when users search for keywords in search engines like Google.