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PROJECT: Children’s Hospitals and Clinics of Minnesota was going through a rebranding. Ciceron was the digital agency of record for them and was tasked with rebranding, updating content and migrating a new web experience for the organization. Part of our mission for the digital experience was to rethink the way that users consume information from the website. We created a new homepage experience that offered varieties of content as well as offered a new cleaner navigation structure that was human centered versus business line centered. The look and feel of the site was also updated to be aware that there are times that people are on the website because their child may have a life threatening illness. The use of overly happy children or children in pain were minimized. We created a new approach to the visual look and feel for the website
RESULTS: New navigation was a success. User testing showed that the navigation was more intuitive than previous navigation. Once the site was live feedback also reinforced the user testing. Overall leadership was happy to have a cohesive brand experience.
July 12, 2016