Revitalizing SIU Medicine’s Online Presence

Southern Illinois University (SIU) Medicine, encompassing SIUMed.org and SIUMed.edu, faced a pivotal challenge: their existing digital footprint failed to adequately serve their dual audience – patients seeking medical care and students exploring medical education. As a beacon of health and education across 66 Illinois counties, SIU Medicine required a cohesive, modern brand and digital experience that could seamlessly cater to both facets of their mission: clinical practice and medical education.

Our journey began with a comprehensive stakeholder design thinking workshop. This pivotal step allowed us to dive deep into the goals, priorities, and unique needs of SIU Medicine’s diverse audience. By embracing a user-centric design philosophy, we embarked on a meticulous process of rearchitecting the navigation and refining the user experience (UX) and page layouts for both domains.

A key focus was the brand’s rejuvenation. Through brand exploration sessions, we evolved SIU Medicine’s identity, infusing new life into their logo and establishing a unified yet distinguishable online presence for the .org and .edu domains. The .org domain was tailored to prioritize patient care, featuring an intuitive “Find a Doctor” function, easy access to locations and directions, and essential patient information. Meanwhile, the .edu domain was crafted as a comprehensive resource for current and prospective medical students, highlighting degree programs, fellowships, research opportunities, and departmental insights, embodying the essence of a higher education site.

The outcome was a dual-domain website that stands as a testament to modern design and user-focused navigation. We ensured that while each site maintained its distinct purpose—.org for clinical practices and patient care, and .edu for academic pursuits—they shared a cohesive brand story that resonated with all users. This careful differentiation, paired with a refreshed brand and interactive features, created a seamless, engaging experience for patients, students, and healthcare professionals alike.

Pre-launch, the redesigned sites underwent rigorous user testing to address any usability concerns, ensuring a smooth transition to the new platforms. This strategic approach paid dividends, significantly mitigating the risk associated with launching such high-stakes websites. Years post-launch, the websites continue to serve as a beacon of innovation and accessibility, standing the test of time with a design as fresh and modern as the day it was unveiled.

Through this transformative project, SIU Medicine has not only solidified its reputation as the region’s premier healthcare provider but has also set a new benchmark for how medical institutions can bridge the gap between clinical practice and medical education in the digital age.

The redesign of the SIU Medicine website culminated in significant acclaim, being honored with a Silver Davey Award, which recognized the project’s innovative fusion of design and functionality. This prestigious accolade highlighted the initiative’s success in transforming SIU Medicine’s digital presence, setting a new benchmark for excellence in medical and educational institution websites.