Designing and Building a User-Centered Website


Designing and Building a User-Centered Website

March 5–April 20, 2018 | 24/7 Access


It’s one of the largest and most complicated, political, challenging and critical projects today’s marketer can tackle: designing and building a user-centered website. In this six-week course, veterans of a large website launch and content hub will share insights from their journey that may help you avoid roadblocks, plan for the unexpected and ultimately find your way when you set out on a similar course.

Hear from Northwestern Medicine and Mayo Medical Laboratories—about the opportunities and learnings they experienced, the obstacles that challenged success and the valuable “in the trenches” insights that helped them reach their goals:

Following several mergers, Northwestern Medicine (NM) had grown into a system of seven hospitals and 100+ locations throughout Chicago and Northern Illinois. But while those mergers enhanced NM’s medical capabilities and expanded patient access to care, they also created a web presence of more than 260 different websites. A new digital strategy was developed to account for every potential digital touchpoint between NM and their physicians, patients and prospects and a diligent, disciplined process focused on engaging consumers along their healthcare decision journey. The outcome was not just improved awareness and preference but also more meaningful, valuable relationships.

Mayo Medical Laboratories, the global outreach arm of Mayo Clinic's Department of Laboratory Medicine and Pathology, launched “Insights", an online hub publication that launched in 2016 to address changing market needs. The hub manages complex information and presents it in a manner that is accessible, meaningful and actionable to the diverse audiences they serve. They will share their journey—both the successes and mistakes—and provide a template that can be used toward tailored communication change.


Webcast Schedule
(All live webcasts are held from Noon–1pm Central and also recorded and accessible afterward.)

  • Week 1: Getting Started
    Tuesday, March 6
  • Week 2: Experience
    Tuesday, March 13
  • Week 3: Content
    Tuesday, March 20
  • Week 4: Measurement
    Tuesday, March 27
  • Week 5: Development
    Tuesday, April 10
  • Week 6: Post-Launch
    Tuesday, April 17

This online course is based on a 2017 SHSMD Connections workshop presented by Stephen Strong and Paul Brienzia. Here is what attendees had to say:

“Super knowledgeable presenters! Paul and Stephen were great at explaining digital strategies in a way everyone could understand! I'm excited to take the learnings they shared back to my team. Lots of smart solutions we can implement immediately.”

“Clear outline, lots of data, great!”

“So much valuable information! Thanks for sharing!!”