Finding the right physician on a healthcare website can be tough. Even before we make an attempt, there’s built up angst around it. Never mind concerns related to how outdated user interfaces and functionality sets can be in healthcare, limiting the ability to meet evolving Patient needs.
BJC Healthcare wasn’t immune to those cases. They had not modernized their Find a Doctor experience in years and Patients were voicing their frustration, finding it difficult to search for special terms, filter content, find nearby providers, and schedule appointments.
At a high-level, our goal was to simplify the search experience, enable Patients to find relevant content faster, and ensure Find a Doc folded seamlessly into the website.
More specifically, as a product team, we knew the legacy coding was a problem and inhibiting performance so we decided to completely overhaul it. Our aim was to:
- Streamline search initiation
- Clarify provider details
- Develop a visual hierarchy on pages
- Cross-reference content for further discovery
- Expose key information (not hide)
- Offer geolocationMake scheduling easy
When Find a Doctor 2.0 launched in early 2024, initial surveys reported a resounding success. However, we knew that it would take time to get past the new UI and features before gaining real insights for future improvement. Even still, with the latest product release, Patients were enabled to:
- Start a search with 1-click
- Enter keywords quickly with type-ahead responses
- Discover interrelated content, like specialties and services
- Scan information and recognize CTAs better
- Find providers close to them more easily
- Make appointments smoothly
It satisfied all goals but one: geolocation, due to an internal legal/compliance concern HIPPA-related.