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Narrative Submission
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Project cost: For the website redesign project, Saint Francis Healthcare System collaborated with MorningStar Media Group, an external firm, to work on the templating and aesthetic aspects of the redesign. The optimization and restructuring of the website's content were handled internally by the Saint Francis Marketing department and Web Developer. The total outside production costs for the redesign amounted to $65,000. This included the expenses associated with the collaboration with MorningStar Media Group for their expertise and services in the templating and aesthetic aspects of the project. The in-house teams utilized their skills and resources to manage content optimization and restructuring. The allocation of resources and the collaboration with an external firm allowed Saint Francis Healthcare System to leverage both internal expertise and external support to achieve the desired outcomes for the website redesign while managing costs effectively.

Audience
The target audience for the website redesign project was primarily focused on website visitors within the 5-state region served by Saint Francis Healthcare System. This encompasses current and prospective patients and visitors at all Saint Francis Healthcare System locations, as well as Saint Francis colleagues. To tailor our strategy and tactics effectively, we gathered comprehensive information about this audience. This phase included conducting detailed site analyses to assess link and content popularity, user flow patterns and other relevant metrics related to website usage. This quantitative data provided valuable insights into user behaviors and preferences. We also collected independent research and anecdotal statistics from a diverse cross-section of site users to gather qualitative information to gain a deeper understanding of the needs, expectations and preferences of our site users. By combining the insights from the site analyses and user research, we were able to shape the strategy and tactics for the website redesign. This involved considering factors such as user-friendly navigation, prioritizing content that is most relevant and sought-after by our audience, and creating a visually appealing and intuitive layout.

Goals 
Saint Francis Healthcare System embarked on a comprehensive website redesign project for sfmc.net. The primary objectives of the redesign were to enhance the site's visual appeal and user experience, streamline content organization, and consolidate three separate websites into the main sfmc.net domain. The three integrated websites were Saint Francis Foundation (sfmc.net/foundation), Saint Francis Careers (sfmc.net/careers), and Fitness Plus (sfmc.net/fitness-plus).

The website redesign project aimed to address several business problems and opportunities that had arisen since the last site facelift in 2015. The overall goal was to enhance the effectiveness and user experience of the Saint Francis Healthcare System websites. To achieve this, the project had specific objectives and measurements of success.

The situation analysis revealed several key areas where improvements were needed. Firstly, the existing websites required updates in terms of accessibility, usability and optimizing content and page structure for better search engine placement. Secondly, consolidating three separate websites into the main sfmc.net domain provided an opportunity to streamline user navigation and improve content organization. Lastly, analyses of industry leaders, best practices, and competitor websites helped identify opportunities to incorporate modern design elements and align with user expectations.

The goals of the redesign included:

1. Improved User Traffic: Increase in average pageviews and unique pageviews, across all device types, by 20% within six months of the launch.

2. Enhanced Conversion Rates: Achieve a 10% increase in online appointment bookings within the first six months.

3. Simplified Navigation: Decrease the average number of clicks required to access key information by 30%, as measured through user testing and analytics.

4. Mobile Responsiveness: Ensure seamless user experience across various devices, aiming for a minimum 10% increase in mobile traffic within six months of the redesign.

5. Brand Consistency: Establish a cohesive visual identity and maintain consistent branding elements throughout the website, measured through brand recognition surveys and user feedback.

Implementation
The strategy for the website redesign project involved a multi-step approach, combining data analysis, collaboration with external experts and internal optimization efforts. The specific tactics executed throughout the project can be summarized as follows:

1. Discovery Phase: The Saint Francis Marketing department and Web Developer conducted an in-depth analysis of statistical data related to the usage patterns of the existing websites. This included studying user behaviors, popular content and user flow. Additionally, the websites of industry leaders, competitors and entities with a strong online presence were reviewed for insights and best practices.

2. Collaboration with MorningStar Media Group: After the initial discovery phase an outside firm, MorningStar Media Group, joined the project. The Saint Francis team shared their vision and the compiled data with MorningStar, who utilized this information to propose potential ideas for the layout and visual design of the website. Through collaborative discussions and iterations, a consensus was reached on the final design concept.

3. Template Design and Implementation: MorningStar worked closely with the Saint Francis Web Developer to create and implement the new website templates. This involved designing the visual elements, page layouts and user interface components. The collaboration ensured that the design vision was translated effectively into practical templates. The implementation was carried out on a non-public area of the web server to allow for thorough testing and refinement.

4. Content Optimization: Simultaneously, the Saint Francis Web Developer and Marketing department focused on optimizing the existing content on the website. This included reviewing and refining the content to ensure clarity, relevance and alignment with the website's goals. Adjustments were made to the site's section structure to improve navigation and accessibility.

5. Review and Testing Phase: A comprehensive review and testing phase was conducted to identify and resolve any issues or bugs in the redesigned website. This involved both internal testing and gathering feedback from selected users to validate the functionality, usability and visual appeal of the new design. Adjustments and refinements were made based on the findings during this phase.

6. Launch: After the thorough review and testing, the redesigned website was launched on the public domain on April 28, 2022. This marked the completion of the project and the transition to the improved website for all visitors.

By following these tactics, the project team successfully executed the strategy, combining data-driven insights, external expertise and internal optimization efforts to achieve the desired outcome—a visually appealing, user-friendly and optimized website for Saint Francis Healthcare System.

Results
The project execution for the website redesign was highly effective, resulting in a successful outcome. The feedback received from both external users and internal stakeholders has been positive, highlighting the improvements in usability and aesthetics.

The measurable results following the redesign indicate increased user engagement and improved user experience. A small selection of key metrics and statistics which demonstrate the success of the project:

1. Increased User Engagement: The overall pageviews increased by 26.73% compared to the previous six months, exceeding the target goal of a 20% increase. Additionally, unique pageviews saw a significant increase of 29.81%, further indicating the enhanced interest and engagement of users with the redesigned website.

2. Positive Feedback: External and internal site users have expressed positive feedback regarding the ease of use and the visual appeal of the new design. This feedback affirms the success of the project in meeting the expectations and needs of the target audience.

Key Takeaways and Lessons Learned:

1. Importance of Data Analysis: The thorough analysis of website statistics and user behavior played a crucial role in informing the redesign strategy. Continuing to gather and analyze data will be essential for future improvements and enhancements.

2. Collaboration with External Experts: Partnering with MorningStar Media Group provided valuable insights and expertise in visual design and user experience. Leveraging external partnerships can enhance the overall quality and success of a project.

3. Iterative Design Process: The collaborative discussions and iterations between the project team and external experts allowed for the refinement and improvement of the design. This iterative process ensures that the outcome aligns with the goals and expectations of the organization and its users.

4. User-Centric Approach: The focus on user needs and preferences, identified through research and analysis, resulted in an improved user experience. Continuously gathering feedback and conducting user testing will be important for ongoing enhancements.

By building upon these key takeaways and continuing to prioritize user-centric design and data-driven decision-making, Saint Francis Healthcare System can further enhance the effectiveness and success of its digital initiatives.

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