Composable Content Architecture: UX Design POV
Over a two year period of time, I was engaged by Einstein Healthcare to research, analyze, test and develop a comprehensive brand narrative that and drive seamless digital customer experiences with composable UX.
Create a single brand narrative that connects with three unique personas
My role
Discovery
Led design thinking workshops with key stakeholders to determine which challenges to solve
De
Research
Conducted stakeholder interviews and analyzed keywords, accessibility site standards, site analytics
Develop and adopt
Created an organization-wide digital experience strategy across multiple touch points of the customer journey by unifying experiences through a composable UX approach.
Apply
Socialized the principles of total experience across teams to bridge the digital experience gap by linking CX, UX, employee experience, patient experience, community experience, multi-experience
Architect a composable UX and realize it for digital
This work began with a three month research project into how the public sees the organization and the work they do. What was found was that while equality, equity and access to healthcare have become more important than ever, the public didn’t see Einstein Healthcare as being vocal or disruptive enough to meet the challenge. The new brand narrative was built to change that; to give Einstein the visual tools to be able to be a part of the conversations that matter.
Background
Einstein Healthcare is a regional health system made up of hospitals, rehabs and treatment centers including Einstein Hospital in downtown Philadelphia. When I met with the development office and the marketing team, they were at the early stages of creating a go to market plan to launch a multi-platform communication strategy
Voice and Tone
One way to approach brand narrative development is to start with a tone framework. Content is most effective as a brand tool when there’s awareness about voice and tone. Einstein’s voice was defined by its core values, and a tone framework was created to map to these values.
Content audit
Gathered and analyzed existing content across digital ecosystems, identified and implemented recommendations for content solutions.
Make it stand out.
Conducted interviews with stakeholders, senior management, patients and community members patients which provided invaluable feedback. Used personas from the Electronic Health Record Association to identify 3 primary users, the patient, the doctor, the donor.
Information Architecture
Oversaw content rearchitecting and writing for the design in support of 3 major marketing initiatives; Promotional Landing Pages, Social Media Campaigns, Virtual Reality Platform.
Brand Story
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.
We wanted to share our goal of changing healthcare and making people's lives better in a way that was interesting and easy to understand. By telling a story that included understanding, motivation, and new ideas, we successfully got our message across to the people we wanted to reach.
To further emphasize the impact of our enterprise, I oversaw the development of testimonials from satisfied users. These testimonials highlighted the transformative effect our platform had on their healthcare experience, reinforcing our brand narrative and establishing trust among potential users.
Record campaign sales and net growth of 150%
We uncovered key elements missing from the Brand Story and created an indexed content system with searchable evergreen content assets, as well as text strings to ease development and design. 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.