A valuable online resource that provides evidence-based pediatric nutritional information for healthcare professionals.
Gerber Medical Hub Redesign
The Gerber Medical Hub website is designed to inform healthcare professionals about Gerber products and other pediatric topics.
UX Team started the project with a visioning session to establish the goals and direction for the redesign. Keeping those goals in mind, we created wireframes for several key pages and converted those wireframes to full-color mockups. We then worked with Nestle’s development team to implement the new design in Drupal, which they chose as their content management platform.
Now that the site is live, we continue to maintain, update and improve the website.
Redesign Goals
Shift content focus
The prior website focused on infant formula, which Gerber no longer sells. So, we redesigned the site to emphasize Gerber’s other products as well as tools and resources for healthcare professionals.
Make wayfinding easier
Introduce multiple avenues of exploring content to make content browsing feel easy and intuitive.
Optimize website conversions
Enhance user engagement by encouraging interactions with newsletter signups, PDF downloads, webinars, and podcasts.
Evidence Gathering
Purpose
- Determine the primary purpose of the new website
- Understand user needs, goals, and pain points
- Identify opportunities to differentiate Gerber from competitors
- Establish a framework for enhancing functionality and usability
Activities
- Teamwork sessions with stakeholders
- UX audit
- Competitive analysis
- User interviews & surveys
- Card sort study
Key Findings
Healthcare professionals need to find the information they are looking for quickly.
For the redesign, we incorporated a blog-style format to improve functionality and usability. Side navigation for the topics and article tags allows users to filter content quickly by the topic they are interested in.
Focusing on the nutritional aspects of food is essential to healthcare professionals and Gerber.
New product pages highlight key nutrition details, show real foods to emphasize quality ingredients, and provide supporting evidence-based information.
Design Ideation
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Homepage with featured articles and topics
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Article list with filterable topics
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Articles contain a quick summary, table of contents, and sharing links
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Product pages contain links to research studies and related resources
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Video transcripts are used for accessibility and users short on time
Results
Three months after the Gerber Medical Hub went live in the 4th quarter of 2023, we witnessed a significant increase in site traffic and user engagement.
40%
Increase in new users
38%
Increase in total users
30%
Increase in sessions
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