Role
Lead Product Designer
with Monogram
with Monogram
Scope
Identity Refresh
Market Research
UX/UI Design
User Testing
Web Design
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Providing connected care to millions with research-informed design
GoHealth Urgent Care brings convenient healthcare to communities nationwide. Following the massive procedural overhauls experienced by healthcare institutions during the COVID-19 pandemic, GoHealth realized that their current website no longer satisfied their needs as an enterprise-level healthcare organization.
GoHealth desired a visual refresh to better appeal to target audiences and reflect the brand, and improvements to the functionality and speed of the website. The cornerstone of this endeavor, however, would be a complete redesign of the online scheduling system to optimize the user experience and promote GoHealth’s new virtual care-first approach.
Analytics as a compass
The site’s organization was an active detriment to GoHealth’s primary goal: drive users to “save their spot” for an in-person or virtual appointment.
Analytics revealed that 80% of traffic to the site was from first-time visitors, and 60% of all visitors viewed only one page and stayed for less than 10 seconds. This page was overwhelmingly the homepage. This was concerning because it was impossible to schedule an appointment on the homepage — much less in 10 seconds.
User journey mapping and testing identified key jumping-off points in the user experience.
Using the existing brand in new ways
I used GoHealth’s existing brand guide and extensive market research to update GoHealth’s brand presence while remaining synergistic with their logo and physical branding in 100+ clinics.
Pastel tones of the brand’s primary blue and orange color scheme created a more welcoming, contemporary atmosphere. Custom imagery featured heavily, picturing real people in-clinic interacting with GoHealth Urgent Care professionals.
Using data to optimize bookings
The cornerstone of the new website was the "Save My Spot" widget, present in the hero of every single page on the website.
Extensively user-tested and designed to ease an audience in a high-urgency state, this widget reduced booking time from over two minutes to less than 10 seconds – from 30+ clicks to just 5.
Building a design system for now and later
A comprehensive, thoughtful design system makes all the difference for enterprise-level clients who need speed, simplicity, and quality when it comes to their websites, and GoHealth was no different.
All templated modules were thoughtfully designed to accommodate both content present on GoHealth’s site prior to my involvement, and future content for imminent corporate expansion.
This system has allowed GoHealth to edit and add content without the need for a traditional web design intermediary.
An award-winning consumer experience
For its intuitive digital experience, GoHealth was honored with a Gold Stevie® Award in the Health Products & Services category and a Silver Stevie® for Achievement in User Experience at the 20th Annual American Business Awards® in 2022.
“As patients prioritize ease and accessibility when making healthcare decisions, we knew our website needed to reflect this and provide a more seamless experience,” said Paula Blomquist, Chief Marketing Officer, GoHealth Urgent Care. “Congratulations to our team on this award and on their ability to adapt our technology to meet the changing needs of our patients.”
