The website lifecycle Stay on pace & Ahead of the competition

HERE’S THE PLAN: The website lifecycle Best practices in site management How to make leadership love your site redesign Shortcuts to make your team more powerful

OH HEY. WHO YOU’RE TALKING TO Whitney Capraro Director of User Experience at AVID Design I’ve got a web career that accidentally started with a 12,000 page total site redesign for a 7-hospital health system, and have since launched more than 135 web projects and microsites. I also take credit for most our award-winning projects at AVID WHO YOU’RE TALKING TO OH HEY.

WEBSITE LIFECYCLE Where do you fall in the process now? Where will you be in 2019?

Planning FOR the correct mindset Prove resources to get resources Emotionally detach from your site Make business goals match site goals Analytics leads the way Progress doesn’t mean perfection Planning FOR the correct mindset

STAGE 5: Revolution

STAGE 1: SiTE STABILITY

“Success is not final, failure is not fatal: it is the courage to continue that counts.” - Winston Churchill KB The purpose of this slide is to bind the theme of the presentation to it’s point. Basically, the title is “Getting it Right the First Time” and the point is… you can’t. You have to make decisions, track data and adjust and if you do it right, fear of failure won’t drive your strategy and your “first time” will be a continual process of improvement”

STAGE 2: ESTABLISHMENT

SECRET SUCCESS: GOAL PLANNING BUSINESS GOALS Increase enrollment and adoption of patient portal AUDIENCE GOALS View test results Pay bills Communicate with a provider CALLS TO ACTION Sign Up Log In KPIs Logins per month New sign-ups $ paid through EHR % of patients in the portal Portal Traffic Growth

You can’t improve what you don’t measure. Site Analytics Direct Conversion Indirect Conversion Traditional Metrics Make an Appointment Share Page Campaign Specific Sign into Patient Portal Sign up for eNews User Interaction Click on Campaign CTA in Website Request Information Expanded Internal Automated Marketing Web Tracking Phone Numbers CRM Strategies GOALS & MEASUREMENT

STAGE 3: ENHANCEMENT

CASE STUDIES Long-term strategic partnership starting in 2008 and through two redesigns with AVID Design and countless projects to improve the website over time. By fully partnering with the in-house Marketing and IT teams, AVID Design is able to act as an extension of the internal teams and a true partner to the organization. WHAT WE DID Strategy UI/UX Creative/Design Content Support Campaign Support SharePoint Development AVIDCMS eTool Integration Word Press Development Social Integration Staywell Integration API and Custom App Development

CASE STUDIES 2013 AVID worked with Baptist to do extensive user-testing, beginning with the day of launch. Primary call to action was find a doctor, and site was getting overall poor user feedback WHAT WE DID User-testing to infinity Design Updates Simplified the navigation Killed the rotating banner Updated homepage features Iconography 2017

2013 2017

STAGE 4: Evolution

CASE STUDIES THE TASK “Distinguish our primary care facilities in the marketplace” THE CHALLENGE Uneducated consumer base Market is flooded with advertising for other BHSF service lines WHAT WE DID Elevate the importance of Primary Care pages with a microsite and relaunch with a PPC/SEM campaign

CASE STUDIES THE TASK “Distinguish our primary care facilities in the marketplace” THE CHALLENGE Uneducated consumer base Market is flooded with advertising for other BHSF service lines WHAT WE DID Elevate the importance of Primary Care pages with a microsite and relaunch with a PPC/SEM campaign

STAGE 5: Revolution

HOW TO: PROVE SUCCESS

HOW TO: PROVE SUCCESS

HERE’S THE PLAN: The website lifecycle Best practices in site management How to make leadership love your site redesign Shortcuts to make your team more powerful

QUESTIONS & DISCUSSION

THINK YOU CAN STUMP THE CHUMP? Email: whitney@aviddesign.com Insta: @whitcapraro