The Client
Baptist Cancer Center (BCC) is one of the nation’s premier healthcare systems. As part of Baptist Memorial Healthcare Network, they provide compassionate care through innovative treatments, advanced research, and comprehensive close-to-home care.
Well, There's Your Problem
BCC knew their website was holding them back. Their reputation for leading expertise and compassionate care was as strong as ever, but their digital presence told a completely different story…
The site was difficult to navigate, unreliable on mobile, and prone to crashes, causing frustration for both patients and administrators. On top of that, their visual identity fell short of capturing their forward-thinking leadership, making BCC appear out of step with the advanced care they were known for. Without addressing these issues, the stakes were high: losing trust with current patients, missing chances to connect with new ones, and risking their standing as a leader in cancer care.
Laying the Foundation for a Seamless Experience
A project of this scale required a strategy that balanced priorities across functionality, design, and user experience. Our approach centered on collaboration, working closely with BCC to understand the unique needs of their patients, administrators, and internal stakeholders. From navigation to functionality, every decision was made to create a digital platform that felt as intuitive and reliable as the care BCC delivers every day.
Rebuilding from the Ground Up
It quickly became clear that the existing platform was overcomplicating things. Working closely with the BCC team, we all agreed: the outdated technology didn’t align with their needs for development and design. So, instead of trying to force a square peg into a round hole, we started fresh with clean, custom-coded solutions built on a solid foundation.
This approach allowed us to address the site’s core elements, beginning with high-traffic areas like navigation, the homepage, and critical tools such as “Find a Doctor” and “Find a Location.” By prioritizing these essentials, we built a site designed to grow with evolving needs and provide long-term stability.
The Visual Flavor
Art direction required enhancing the user experience while elevating the brand. This meant every design choice had to work in harmony to improve both functionality and appearance, creating a cohesive digital identity that aligned with BCC.
A mobile-first design ensured accessibility for users on any device, while thoughtful use of white space guided visitors seamlessly through the site. By integrating these elements, we created an intuitive experience that served BCC’s business goals, helping them connect with patients more effectively and reinforcing their position as a leader in cancer care.
