San Francisco, CA — 09:41
madelynnehewett@gmail.com
UNC Health / UNC Health /
About
UNC Health is a prominent healthcare network serving North Carolina, committed to compassionate patient support and world-class medical care.
Objective
Recognizing the need to better serve patients and caregivers in rural areas with limited internet access, UNC Health embarked on a digital transformation to create a more user-friendly and accessible online experience for all.
Approach
By prioritizing performance over visual excess, the strategy catered to rural users with limited connectivity. Heavy legacy assets were replaced with a lightweight, AEM-backed design system to guarantee rapid loading for all users. The streamlined architecture focused on a frictionless Doctor Match tool, transforming complex searches into an intuitive, high-speed booking engine.
The first step was redesigning their digital brand, creating a thoughtful, AA-compliant, and extensible design system. Every aspect of the experience focused on bringing the UNC Health brand to life and making wellness accessible to the people of North Carolina.
Inclusive by Design
The new website prioritized accessibility through high-contrast typography and a streamlined interface. Beyond aesthetics, these layouts bridged the gap between patients and providers with human-centered architecture. Even in low-bandwidth areas, the Doctor Match tool remained fast and reliable. The high-speed booking engine removed technical barriers, granting every patient access to world-class care regardless of their connection.
Results
- 278%
- Increase in online bookings
- 16%
- Increase in provider profile view rate
- 6x
- Increase in customers finding what they need
By leading with empathy, the redesign removed digital barriers for patients and caregivers, boosting online bookings and provider visibility.
Notably, the redesign won design awards for the provider match tool and homepage, setting a new standard for accessible healthcare.
