Humanizing Digital Healthcare

Overview

Clarity Health operates a network of primary care clinics across the Pacific Northwest. Despite excellent in-person care, their digital presence was creating friction. Patients preferred calling over using the website, overwhelming the call center and frustrating everyone involved.

The Challenge

Healthcare websites face unique constraints:

• HIPAA compliance requirements
• Diverse user base (age, ability, health literacy)
• Complex information architecture (services, locations, providers)
• High-stakes user journeys (booking, pre-visit, results)

Clarity’s existing site had grown organically over eight years. Finding a provider required 7 clicks. Mobile users couldn’t book appointments at all. The design felt clinical in the worst sense—cold and institutional.

Our Approach

Research & Discovery

We conducted extensive user research:

• 24 patient interviews across demographics
• Usability testing of the existing site
• Analysis of 6 months of call center logs
• Competitive audit of healthcare leaders

Key insight: patients didn’t want less information—they wanted the right information at the right time. The site was organized around Clarity’s structure, not patient needs.

Information Architecture

We restructured everything around patient journeys:

“I need care now” — Urgent care locations, wait times, telehealth “I’m finding a doctor” — Provider search with meaningful filters “I’m preparing for a visit” — Pre-registration, directions, what to bring “I’m managing my health” — Patient portal, prescriptions, results

Brand Evolution

The visual identity needed warmth without sacrificing professionalism. We evolved rather than replaced:

• Softened the color palette with warmer neutrals
• Introduced photography featuring real patients and staff
• Designed illustrations for complex medical concepts
• Created a more approachable typographic system

Patient Portal Integration

The biggest technical challenge was integrating with their Epic EHR system. We built a seamless experience where patients could:

• View upcoming appointments
• Access test results with plain-language explanations
• Message their care team
• Manage prescriptions

The Outcome

The new site launched after a 16-week engagement:

• +156% online appointment bookings within 90 days
• -40% call center volume for routine inquiries
• +67% patient portal adoption among eligible patients
• Task completion rate improved from 34% to 89%

Accessibility improvements were dramatic—the site now meets WCAG AAA standards, making it usable by patients with visual, motor, and cognitive impairments.

“Our patients tell us the new website feels like an extension of the care they receive in our clinics. That’s exactly what we hoped for.”

— Dr. Rebecca Martinez, Chief Experience Officer, Clarity Health

Impact Beyond Metrics

The most meaningful feedback came from unexpected places:

• An elderly patient who could finally book her own appointments
• A deaf patient who appreciated the visual emphasis over phone-first design
• A working parent who completed pre-registration on her commute

Healthcare is personal. The digital experience should be too.