Viva Eve
Creating a unified brand experience for an innovative women’s health company
Quick Facts
Overview
Healthcare management services company Spectrafem, LLC sought to consolidate its ob/gyn practice, Forest Hills Medical Services, and its fibroids treatment practice, Viva Eve, into a single brand under the Viva Eve name.
Core Activities
Stakeholder Interviews — Digital Surveys — Competitive & Industry Analysis — User Personas — Sitemapping — Information Architecture — Wireframe Sketching — UX Writing
The Challenge
With a beautiful new brand identity waiting in the wings, the Viva Eve website redesign needed to unify two well-loved clinics with their own brand equity.
Spectrafem was at a critical moment in its brand history. Its fibroids practice, Viva Eve, was to be merged with its ob/gyn practice, Forest Hills Medical Services, and the merger would be announced with a website redesign.
Established in 1986, Forest Hills Medical Services had a 35-year history with nearly 500 glowing 5-star reviews from happy, healthy ob/gyn patients. While some of these patients may have experienced fibroids (noncancerous growths of the uterus) and been referred to sister clinic Viva Eve, most Forest Hills patients hadn’t heard of Viva Eve — much less known it was even affiliated to Forest Hills Medical Services.
Viva Eve, established in 2016, was solely focused on treating fibroids with innovative treatment methods and a pioneering patient-first experience that was hard to come by in women’s health. Unifying the practices would extend their mission, creating a single healthcare destination for women.
The challenge? Preserving the brand equities that came with both practices, while creating a future-forward website architecture that could scale to accommodate additional women’s health services as the brand matured.
Key Issues
↪︎ Lack of brand awareness between practice audiences
↪︎ Fragmented patient experience
↪︎ Dense, keyword-stuffed copy that didn’t resonate with patients nor drive appointment bookings
↪︎ Viva Eve’s unique differentiators were not well communicated
Stakeholder Quotes
“It should be designed around the patient decision-making process (i.e. how does she enter the funnel, which information is she looking for, how do we get her to take action).”
— VP Marketing and Sales, Spectrafem
“The current website focuses more on ‘what do we know’ rather than ‘who are we looking to attract and what do we need to get you in the door.’”
— Director of Marketing, Spectrafem
“We need to find the perfect blend of the visual, the expertise, and the enlightenment for all women to relate to.”
— VP Marketing and Sales, Spectrafem
The Solution
The new Viva Eve website clearly articulates brand differentiators, simplifies the booking flow, and serves as an educational resource to women.
As indicated by the stakeholder quote, “The current website focuses more on ‘what do we know’ rather than ‘who are we looking to attract and what do we need to get you in the door.’”, my job as lead UX strategist was to create a website architecture that resonated with women at different stages in their healthcare journey — women coming over from Forest Hills, women recently diagnosed with fibroids and doing fibroids research, and women ready for treatment.
Key Objectives
↪︎ Establish Viva Eve as medical experts in ob/gyn & fibroid topics
↪︎ Restructure the main navigation to take cues from industry-leading femtech websites
↪︎ Increase qualified leads through primary, secondary, and contextual calls-to-action
↪︎ Curate the homepage to better position Viva Eve as a patient-focused, all-inclusive brand
↪︎ Ensure the navigation is scalable, so multiple locations and services can be easily added in the future
Homepage hero
Homepage > Brand differentiators
Onboarding-inspired brand announcement for first-time website visitors
Brand messaging in action
Telling the Viva Eve Story
Aligning the UX strategy with brand messaging was pivotal to the success of this project.
As part of the discovery process, I outlined brand differentiators that should be prominently placed on the homepage:
↪︎ A personalized approach
↪︎ Advanced technology
↪︎ Patient-first design
↪︎ Integrated care
These top 4 differentiators took the form of icons, while additional differentiators like “top-rated staff” and “industry reputation” were broken out as additional components.
I also sketched a pop-up carousel that first-time website visitors would see, orienting them to the new brand and website. This was inspired by the onboarding experience used on many apps. My vision was that users would go to the Forest Hills website, be automatically redirected to the Viva Eve website, and need some context about the new brand.
Book Now CTA > Start of booking flow
Booking flow > Service selection
Booking flow > Service selection > Fibroids (Calendly embed)
Booking flow > Service selection > Ob/Gyn
Enhancing the Booking Flow
Viva Eve had future plans to redesign their booking flow from the ground up, but in the meantime, they needed to account for a variety of pathways and third-party integrations.
Depending on the service (ob/gyn or fibroids), the booking flow was different:
↪︎ Fibroids patients booked an appointment using Calendly
↪︎ Ob/Gyn patients booked an appointment through a Salesforce Pardot form
In both scenarios, they needed to include insurance information in order to complete the transaction. My priorities were the following:
↪︎ ensure clicking “Book Now” in the header and interacting with the booking flow was as intuitive as possible
↪︎ ensure the user would never need to repeat information throughout the process, namely the insurance information
The client had set up their conversion tracking so that in screen 1, after providing their name, the button click counted as a conversion, even though technically the user had not completed the full appointment booking flow. I advocated for this button to be titled “Next” — instead of “Book Now” — so that the user knew there was more content coming, but technically, it was still hooked up to the conversion tracking. A small but important detail.
Additionally, I made sure that Calendly would be an embed, as opposed to an external link, which is how it had been set up prior. I also double-checked that Calendly could accommodate additional custom fields about insurance, so that the user didn’t need to fill out an additional form once they had completed the Calendly screen. This differed for ob/gyn patients, who simply selected “Ob/Gyn” as their desired service and then filled out a Salesforce Pardot form about insurance.
No doubt, this flow is neither beautiful nor perfect, but it corrected some major issues in regards to the booking user experience, which was the most important aspect of the site.
Services > Fibroids
Services > Fibroids
Services > Fibroids
Credits: Work created with a team while at 829 Studios.