Health System Homepage Redesign

Conducted iterative usability testing to validate and refine Sentara Health’s redesigned homepage, unifying care and coverage experiences. Research clarified brand understanding, navigation, and personalization priorities, guiding design decisions with the highest potential impact on engagement and conversion.

Sentara Health sought to validate a redesigned homepage intended to unify care and coverage, improve usability, and increase engagement across patient and member audiences.

Planned and executed three rounds of iterative usability testing with patient, member, and mixed audiences

Conducted in-person moderated sessions using think-aloud protocols to observe real behavior and friction points

Tested baseline, iterated, and fully personalized homepage prototypes to compare performance across rounds

Identified gaps in brand clarity, navigation, and understanding of Sentara’s dual care-and-coverage offering

Synthesized findings into clear themes related to sign-in clarity, personalization effectiveness, and value proposition comprehension

Recommended design directions focused on strengthening brand narrative, clarifying pathways, and refining calls to action

Outlined a next-phase testing plan to validate refined copy, visuals, and messaging with underrepresented groups

The research delivered a clear, actionable roadmap to improve usability, engagement, and personalization relevance. Insights informed design changes that improved navigational clarity, strengthened sign-in visibility, and refined promotional relevance. The work also surfaced the need for stronger brand storytelling, shaping priorities for future iterations and supporting more confident decision-making.