GE Oncology - Kristen Youngman

Oncology Solutions

by GE Healthcare

How do you get oncologists and hospitals to consider investing in decade long commitments for machines that cost tens of thousands of dollars?

By showing them you understand their pain points along the care pathway and that you can offer them solutions that result in real differences in health outcomes at each phase.

GE tasked us with creating an online experience that would help people understand the various challenges at each stage of the oncology care pathway and how the solutions they design are bridging the gap between science and care.

We designed an unconventional healthcare experience that engaged our audiences to explore GE solutions in a compelling way.

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Every phase of the care pathway presents unique challenges. From early detection to diagnosis, and treatment through follow-up, we show how GE solutions illuminate a clearer and more personalized path through the complexities of care.

Human Focused

While it's easy to put forth data and facts, keeping visuals tied to humanity is a big part of the GE Healthcare brand. We designed powerful, people-focused custom video for each stage to ensure those at the heart of the treatment are front and center.

Design Concept

Unconventional experience for a healthcare website, GE embraced the idea of using the Z-axis to visualize forging ahead through a care pathway. As the user scrolls through an abstract sea of floating datapoints, the vital moments of each phase are brought forth, guiding their journey.

Structured in a Challenge/Solution format, we dove deep into the research to unearth moments that resonate with today’s circumstances to highlight the opportunities for improvement.

Solutions Page

The Solutions page was designed to reflect GE Heathcare's authority (Our Advantage) in various areas of oncology and showcase the wide range of products and solutions that could be filtered by type of oncology need and care pathway phase.

Insights & Events

Oncology Insights page showcased GE Healthcare's thought leadership and shared meaningful research articles and videos. This was also designed to be filtered by content type and care pathway phase for quick access to the most relevant information.

UX/Flow

Structured in a Challenge/Solution format, we dove deep into the research to unearth moments that resonate with today’s circumstances to highlight the opportunities for improvement.

UI Design

Various navigation designs were explored to ensure the content would be well-organized and the correct emphasis would be portrayed for each section. While the hope would be that our audience would explore the care pathway in one seamless moment, we also recognized the need for some to jump to specific sections that were more meaningful to them.

Process

To create a unique and memorable experience but remain rooted in more traditional healthcare websites, we designed the primary section of the site to move through a z-axis of information and reserved a section of the site to host more traditional pages for articles and resources. The unconventional choice to use forward motion through space worked well to reflect the concept of navigating through a sea of information to take the right path.

UX Z-axis Scrolling Wires

UI Journey Flow

UX Resources Explorations

UX Articles Exploration

Color Coding Design Systems

To create a design system that would help users navigate the care pathway and also be applicable to care pathways outside of oncology for future experiences, we leveraged the brand's accent colors to visually represent each of the 4 phases of the care pathway. These colors were then used to highlight phase-specific content and as wayfinding elements throughout the site.