Company
Atomix
Industry
Health & Medical
Role
Lead Designer
Year
2020
SAHMRI.org
SAHMRI (South Australian Health & Medical Research Institute) endeavours to overcome the world’s greatest health challenges and make research more transparent and accessible for the community. The redeveloped website showcases this through a modern, clean design underpinned by a comprehensive design strategy.
SNAPSHOT
PROBLEM
SAHMRI stands for South Australian Health & Medical Research Institute. It’s an impressive, state-of-the-art building set in Adelaide’s CBD and incredible, world-renowned research happens inside of those walls. However, over 80% of those I interviewed couldn’t tell me with any justification what its purpose was.
To make things worse, the site had a 74% bounce-rate from the homepage and lacked any semblance of a conversion rate for donations. Lastly, the site was split into two separate domains with different personas and objectives in mind, which needed to be merged (sahmri.org↗︎ + sahmriresearch.org↗︎).
SOLUTION
My role was to lead research and design for the project. It started with discovery interviews, restructuring the information architecture with card sorts + treejacks and collaborative ideation sessions with the client. I presented over 15 individual templates on both desktop & mobile and kicked off the creative.
My goals were to create:
Simple, logical navigation pathways
Modern, attractive design, consistent with SAHMRI brand guidelines
Be device agnostic
Measurably increase donations (via. the website)
OUTCOME
In the last 4 months of 2021, the SAHMRI site was developed and launched. As always with agencies, not 100% of the designed scope was developed, but a majority of the key features I worked on are live. Overall, I’m proud of the result. It was a detailed research piece that resulted in a faster, easier to navigate and super-fast build.
Comparative data and metrics are still being gathered, but SAHMRI have seen a ~30% decrease in bounce rate, 2.05 minute increase in average user session duration and 18% increase in donations from last year↗︎.
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