UXR of IA yields high ROI

In April 2022 we released a radical Information Architecture change to the 150,000 users-per-day mobile breakpoint of BayCare's main e-commerce site. Making it easy for users to find, understand, and use your information easier leads to more business engagement and more business conversions. Using a new Object-Oriented UX method to design information architecture, I pitched an enterprise wide, conversational architecture for all offerings (services & products) across all brands and all departments called "Schedule Anything, Pay Anything, Login Anywhere."

Every senior stakeholder balked and said no. They argued that "Schedule Anything" was a flippant way to refer to surgeries and doctors and x-rays. And I agreed.

But I made clickable InVision prototypes anyway and offered this alternative navigation during regular user tests. Over 4 general user tests with other tasks, it had an average preference of 4.75/5 for ease over the current IA. "Schedule Anything" was released Aug '23 on the mobile render of the responsive site. Do to the results below, it is now live on www.baycare.org.

"Schedule Anything"

86% Top Nav Utilization increase
48% Lab Test traffic increase
87% Imaging Test increase
25% Urgent Care Booking increase
25% Doctor Booking increase
155% Content Library traffic (Wellness) increase
20% Organic search traffic increase