Children’s National Hospital / A patient-centered digital destination
Audience research, Content strategy, Creative design, Measurement strategy, Website design
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Providing the Best Care for Children
Children’s National Hospital is leading the future of pediatric health through clinical excellence, life-changing research, and service to the community. Multiple units operate independently to advance clinical care, research, education, and fundraising. As a consequence of this independence, many units had their own microsites and over time had partnered with a number of agencies, including Threespot, to redesign different parts, yielding a disjointed user experience.
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With the COVID-19 pandemic dramatically shifting patient expectations of a health system’s online offering, Children’s National partnered with Threespot to redesign their fragmented website into a cohesive, innovative, patient-centered digital destination.
Audience-Centered Experience.
We created user journeys that removed obstacles and minimized steps to a visitor’s goal and designed a visually rich, mobile-first experience. Our design satisfies the needs of multiple audiences and provides a clear path to their desired destinations while also expressing the value, promise, and personality of Children’s National Hospital.
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Strategically Personalize Content.
Users have the option to self-identify their audience group, which changes content and calls to action accordingly. We implemented personalization to tailor content across the site based both on a visitor’s device, audience identity, and whether they are seeking care, educational materials, donation opportunities, or are a referring physician.
This model allows a patient caregiver on a mobile device to have quick access to a “one-click to call for an appointment” function, for example, while a desktop user may more quickly access the same tools from the search bar. The site can also recommend new pages to returning users based on their previous visits.
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Safeguard User Privacy.
While people are interested in the benefits of personalized experiences, they’re often wary of sharing their personal data. Perhaps even more important, there’s an inherent risk that a user’s private health data could be exposed by personalization. We designed a number of safeguards centered around good consent and security best practices to protect sensitive information and respect each user’s ownership and management of their own data.
- The technology policy is written in plain English, personalization is clearly indicated as active, and users have the ability to opt-out at any time.
- Past searches are shown next to generalized recommendations to avoid unintentionally revealing sensitive information to onlookers nearby a user.
- The role selector includes a tooltip explaining how it alters the user’s site experience, allows users to opt out of selecting a role at all, and provides the ability to change or disable customization in each session.
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See Our Work in Action
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