Lionsgate hospital foundation

Providing health care to the north shore

ux / ui / art direction

Lionsgate Hospital Foundation is the largest hospital that service the North Shore of Vancouver – I led the re-design of their responsive website.

We were tasked to deliver an inviting platform that encourages users to support charity campaigns and donations, while presenting an honest brand experience.

Redefining purpose

For any non-profit organisation, the key call to action is to persuade the act of giving. The old site lacked clear hierarchy and a clear call to action. I re-organized the information architecture to make sure the new website was better aligned with key objectives. I addressed the issues with hierarchy by tucking away secondary pages into an utility bar.

We reduced the primary navigation to key sections of the site and the copy was also updated to be more personable and friendly.

Creating focus and engagement

For the homepage, we avoided leading with news and events like the old site, which distanced the foundation from its core values and created a sterile and disengaging front.

Instead, we focused on campaigns to promote engagement. Throughout the homepage we introduced authentic images, and added delightful elements (like the appearing piggy bank) to help bring the face of the organisation to life. This theme was carried throughout the desktop to mobile experience.

So many ways to give

One of the toughest tasks we faced was to present all of the different ways you can contribute in a easy-to-understand manner. Having over 10 different methods to donate, we prioritised the list so the most important methods were easy to access. We also improved the donation process with some user-friendly forms.

A touch of personality

Hospitals are often associated to a bleak, barren image. To avoid this I introduced a new colour palette and visual icons to complement the primary theme and help liven up the tone. We found opportunities to add delight where suitable, such as the custom search page which also gave user-friendly quick links.

Sterile doesn’t have to be boring

A fresh design meant better use of fonts – I picked some web friendly fonts to help deliver the content and made sure plenty of whitespace was allowed for easy reading across all devices. This was keeping with the primary brand colours of the foundation.

It’s about the people and their stories

As we were getting to know the team at Lionsgate Hospital, we became aware of some of the great personal stories within the organisation. We surfaced these stories and selected a careful mix of real images of carers and patients. The result is a more personal, and human experience – a great achievement for a good cause.

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