Children’s Hospital of Wisconsin Doctor Finder

Finding Doctors Made Simple

The doctor finder on the Children’s Hospital of Wisconsin website, at times, seemed overwhelming to use. The initial landing page provided three very different ways to get started looking for a doctor, but the design caused the options to blend into each other. The results page provided little information on each doctor requiring users to click into the listing to determine if the selected doctor was the doctor they needed. Information on each doctor’s page was very different from doctor to doctor and important information the user needed was sometimes buried.

To combat this, we started by looking at the demographics of the people using the website and determining primary audiences. We then looked at what competitors were doing with their websites from a high level to get a sense of what may be working and what might be able to be improved upon. We determined a very simple user flow through the doctor finder section then wireframed out each of those pages trying to call out and emphasize the information that would be most relevant to the user at their current step in the flow. We created a more distinct hierarchy for the initial search page to make it easier for a user to select a path forward. We also placed important calls-to-action such as requesting an appointment in the users’ paths to ensure they have the option to convert whenever they are ready. Lastly, we updated the other search pages on the website to ensure consistency across the site when performing this specific action.