Case Study

A Campaign to Illuminate Positive Impact in California

Dignity Health

During the winter of 2021, I was the UX/UI Lead for a new microsite to support a brand reputation campaign that Revive was creating for Dignity Health.

You can view the live website here.

Problem

The campaign objective was to define Dignity’s positive impact, in specific and tangible ways, among key stakeholders who influence Dignity’s ability to operate successfully in California, and help them see that Dignity is deeply committed to the values important to Californians.

Due to budget and timeline limitations, I worked primarily off of assumptions and support from the strategy lead.

Problem statement: How might we provide users with engaging stories and articles to raise awareness of the positive impact of Dignity on Californians and spread the word to others in their circle.

Audience

Existing Dignity Health community and health system partners
Policymakers / UC Health Regents
LGBTQ+ community and community leaders
Advocacy Groups (ACLU; National Center for Lesbian Rights; Human Rights Campaign; California Legislative LGBTQ Caucus; CAFP)
UC Health doctors / Referring physicians

Solution

I began the process by defining what value we could bring to our users through this microsite content. Since the goal of the campaign was just to shift reputation and create awareness, the only action that we needed the users to take was to engage with the storytelling content and share those stories within their own social and professional circles.

What value can we bring to these user groups?

Existing community + partners: Stories that show evidence of Dignity having a positive impact on the patients and families they serve as well as up-to-date news/articles that showcases their impact on Californians outside of providing healthcare.
Policymakers: Stories that show evidence of Dignity having a positive impact on the patients and families they serve as well as up-to-date news/articles that showcase their impact on Californians outside of providing healthcare.
LGBTQ+ community: Stories from LGBTQ+ patients, providers and other employees. Articles that speak to how Dignity is serving their local LGBTQ+ communities and engaging in activism. Historical documentation/stories of Dignity being supportive of the queer community.

After wireframes were approved by the client, I worked with the ACD on creating a quick web style guide based on the campaign creative and designed high fidelity mockups. The team wanted a way to showcase how versatile the For Every [modifier] Californian headline was by creating some sort of interaction with the modifiers that speak directly to the target audiences. We brainstormed some ideas and came up with the sliding headline feature that changes out modifiers constantly to speak to all of the audiences.