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Build Brand Trust with Smart Web Design and UX

Versiti

Versiti, reintroduced their organization with value-added resources and minimal disruption for their Blood Health community. Versiti is an affiliation of BloodCenter of Wisconsin, Heartland Blood Centers, Indiana Blood Center, and Michigan Blood.

work-versiti_logo
Preview 1 - Versiti Homepage
Preview 2 - Versiti Labs
Preview 3 - Versiti Research

The Challenge

Versiti’s website needed to be the centralized location for all partner information. The challenge? To honor and preserve each partner's distinct local brand and audience needs. Blood Health patients, students, and healthcare partners rely on each site for donations, research, and news. It was crucial that Versiti's website would be in sync with each partner's data sources and easy to navigate. Overall, Versiti needed to ensure that visitors were comfortable finding what they needed and engaging with the new website.

Solution

User Experience

The User Experience approach clearly identified content paths with section headers as well as language. For example, the donor pages used a more conversational tone while the researcher areas were more technical.

Digital Strategy

First, we had to identify clear user personas and user journeys that could apply to all four brands. We narrowed it down to donors, students/ researchers, and medical professionals.

Content Personalization

We used Kentico EMS' geolocation and content personalization features to serve dynamic content based on a user’s IP address. For example, a visitor located in Michigan would only be served Michigan Blood branding and imagery (visitors also had the option to self-select other partner pages if they wanted).

Kentico Content Management

With four distinct brands under one Versiti umbrella, Kentico allowed each community to connect with their unique audience in an authentic way—and easily find the information that pertained to their region.

Database Integration

The most important piece for Versiti was diagnostics lab integration from other databases. A section of their site gave up-to-date blood donation fulfillment needs, for example "We Urgently Need XX% Platelets." This data is managed from several different systems and the new website pulls it all together. 

Content Flexibility

We implemented Kentico smart widgets to serve up documents, articles, and FAQs relevant to the content on each page. With the targeted categories and document repository structure, administrators can easily find and manage all the data shared between the four partners. With modular components any admin could feel confident in their design and execution.

The User Experience approach clearly identified content paths with section headers as well as language. For example, the donor pages used a more conversational tone while the researcher areas were more technical.

First, we had to identify clear user personas and user journeys that could apply to all four brands. We narrowed it down to donors, students/ researchers, and medical professionals.

We used Kentico EMS' geolocation and content personalization features to serve dynamic content based on a user’s IP address. For example, a visitor located in Michigan would only be served Michigan Blood branding and imagery (visitors also had the option to self-select other partner pages if they wanted).

With four distinct brands under one Versiti umbrella, Kentico allowed each community to connect with their unique audience in an authentic way—and easily find the information that pertained to their region.

The most important piece for Versiti was diagnostics lab integration from other databases. A section of their site gave up-to-date blood donation fulfillment needs, for example "We Urgently Need XX% Platelets." This data is managed from several different systems and the new website pulls it all together. 

We implemented Kentico smart widgets to serve up documents, articles, and FAQs relevant to the content on each page. With the targeted categories and document repository structure, administrators can easily find and manage all the data shared between the four partners. With modular components any admin could feel confident in their design and execution.

Results

82331

82,331 Donate Blood Clicks

5642

Diagnostic Lab Downloads

8

8+ million sessions within months of launch

Versiti

Organization:

Versiti

Industry:

Healthcare

Services Rendered:

Experience Design

Content Management

Content Strategy

Digital Strategy

Technical & Database Integration

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