INCLUSION
As a the lead UX Content Designer I helped this billion dollar healthcare system create a unified brand narrative and tone framework.
Wireframes/Prototypes
UI Content
Content guidelines for virtual, augmented, and mixed reality
Background
The centerpiece of Einstein Healthcare is the 150 year old hospital that started as only the third Jewish Hospital in the United States. Because the organization was embedded with this legendary persona, they weren’t constantly refreshing and evolving and were at risk of losing relevance in the marketplace. The lack of a unified content strategy meant they were using precious resources just to communicate their core messaging.
My role
As a the lead UX Content Designer my role was to work collaboratively with writers, editors, marketing, engineering, and business stakeholders to create a brand narrative, content strategy, and a content bank.
Deliverables
Collaborated on the development of content style guides, content, and messaging strategies, best practices and processes.
Oversaw content rearchitecting and writing for the design in support of 3 major marketing initiatives; Promotional Landing Pages, Social Media Campaigns, Virtual Reality Platform. I also created content strategy for explainer video, emails, text promos, SEO-optimized landing pages, promotions and editorial articles. Created content strategy for explainer video, emails, text promos, SEO-optimized landing pages, promotions and editorial articles.
AR/VR integration
Figma, Unity, Adobe ID
Problem
Einstein’s lack of a centralized content repository resulted in different teams being siloed and creating their own communications, which then resulted in a confusing customer experience across the omni-channel ecosystem.
Hypothesis
Creating a content bank will make it possible to deploy brand voice guidelines and tone frameworks across the organization which will result in more cohesive and on-brand user experiences.
Design Process
Product Design Requirements
I met with key stakeholders to determine which challenges to solve for first, decide upon our KPIs (key performance indicators), and establish a working collaboration model.
Content Audit
Gathered and analyzed existing content across digital ecosystems, identified and implemented recommendations for content solutions. Created content strategy for emails, text promos, SEO-optimized landing pages, promotions and editorial articles.
Brainstorming Workshops
I led design thinking workshops with key stakeholders to determine which challenges to solve for and what information users sought most regularly.
Searchable Content Repository
Internationalization, Accessibility Standards
Research
Defined research goals, create researched stimuli and translated findings into plans of action that drove refinements. Conducted stakeholder interviews, analyzed keyword results, site analytics, demographic research. As a result of this research, Einstein was able to reimagine their customer and unlock new growth opportunities within the marketplace such as a VR/AR mobile app and an educational platform for K-5 schools.
Personas + Journey Maps
Created three primary personas based on business goals, departmental priorities, and identified growth opportunities. Designed subsequent journey maps, empathy mapping, and affinity charts to define content strategy
Mockups + Prototypes
Adobe XD, Adobe InDesign
Brand voice
Identified the key ingredients of the brand. Established 7 core values within the story, connecting those value to different revenue/business centers with the enterprise. Created a composable content model that lived across the customer journey, including brand design, logo, packaging, print, UX and UI.
Impact
This iconic regional healthcare system created a single resonant brand narrative that was commercially viable and scalable across whatever the future might bring. We developed lightweight, repeatable processes, created future proof content templates with brand voice guidelines and tone frameworks for multiple use cases and helped realize record campaign sales and net growth of 150% year over year.
