Cleveland Clinic Abu Dhabi

Hospital Website Driven by User Insights

Cleveland Clinic Abu Dhabi – A unique and unparalleled extension of US-based Cleveland Clinic’s Model of Care, trusted RBBi with their website and the intranet’s User Experience Design after a four way pitch amongst regional and international agencies.

User Research & Experience Map

‘Assuming what users want’ is way too old for RBBi’s approach towards UX. We like to get things right and it means actually getting users involved in all major steps of the project. Our first task was to conduct a regional ethnography research to understand users, their motivations, their needs and context across various digital channels and devices when it comes to medical needs. This became our essential stepping stone for our entire UX strategy.

cleveland clinic abu dhabi user research and insights
cleveland clinic abu dhabi research 1
cleveland clinic abu dhabi research 2
cleveland clinic abu dhabi target audience profile

To Be or Not To Be (Responsive)

We didn’t take this decision out of compulsion but based on the user insights we gathered. Knowing that more than 75% of the user’s requirements remained common across devices it wasn’t a difficult to decision to make.

However, our team devised a unique Hybrid design framework which combined best of both the worlds. Responsive and Adaptive

cleveland clinic abu dhabi responsive or adaptive

Defining the Information Architecture and User Journeys

Based on the personas and research data, we defined the architecture of Cleveland Clinic Abu dhabi’s website. The primary motivation for us was to keep it real and relevant to user’s requirements.

cleveland clinic abu dhabi user journeys and information architecture
cleveland clinic abu dhabi health information
cleveland clinic abu dhabi primary content
cleveland clinic abu dhabi find a doctor

Wireframes That Speak

Wireframes is not a process we follow to please ourselves. They work as essential building blocks and one stop reference point for all interactions, development directions, behaviours and user flows. Working with the technology partner like IBM, we had to convey each thought and outcome of that thought to the development team through detailed annotations and behaviour notes. This 140 page document thus became as a single reference point for all features and functionality of the site.

cleveland clinic abu dhabi wireframes
cleveland clinic abu dhabi wireframes
cleveland clinic abu dhabi wireframes
cleveland clinic abu dhabi wireframes
cleveland clinic abu dhabi wireframe zoomed in

Design is About Listening

Many different tweaks were made to the design when we tested proposed designs for first impressions and recollection qualities. The best design is the one that not just looks pretty but works pretty well. On every device, on every platform. Seamlessly.

Recall and Memorability

A good design has to convey the most relevant information to the user in the minimum possible time. We tested multiple versions to test our designs for recall qualities for the most important information on the homepage header.

cleveland clinic abu dhabi eye tracking
cleveland clinic abu dhabi eye tracking
cleveland clinic abu dhabi eye tracking
cleveland clinic abu dhabi eye tracking
Homepage

cleveland clinic abu dhabi homepage

Doctor’s Profile

cleveland clinic abu dhabi doctors profile