The Challenge

GE Healthcare wanted to work with Ronik as part of their Voluson Club initiative to humanize and enhance their digital knowledge offerings. They had an existing experience, but user research found that regular women who might benefit from their articles were frightened off by its overly clinical tone and found it confusing to navigate.

The Process

We started off making sure that we were designing a product that was functional, easy to understand, yet feminine and warm, while being neither too clinical nor too patronizing. We used Avenir as a crisp but approachable sans-serif throughout. Muted teals and lilacs coupled with clean, airy forms created a welcoming but authoritative atmosphere.

Considering how important the content was to the overall goals of the experience, we devoted critical hours to ensuring content was searchable and easy to navigate. Consistent tagging, search, and content bucketing empowered the user to glide effortlessly through relevant content, no matter their hunting pattern.

The Result

GE's aim was to provide the user with the most relevant news articles, along with information and innovation related to women’s health and ultrasound across all ages and medical conditions.

They're committed to creating healthier futures for women, and the Empowered Women's Health site now properly empowers both healthcare providers and women with the knowledge and tools they need to live and support healthier, happier and more fulfilling lives.