A UX and Visual Design Refresh Positions Hospice Provider for a More Modern, Discoverable Digital Experience

The Challenge

Families rarely come to an end-of-life care provider’s website by choice. It may be because a loved one’s illness has progressed or a doctor has raised hospice or palliative care. When that happens, decisions that feel impossible have to be made quickly.

For more than four decades, this provider has helped patients and families navigate those decisions, with care that ranges from hospice at home and palliative care to emotional and grief support for the whole family. For many of those families, the organization’s website is their first real impression of a provider they may trust with someone they love, and a confusing layout, outdated design, or unclear explanation of services can make them second-guess that trust before they’ve learned what care is available.

This healthcare organization wanted to refresh its website to reflect its current value proposition better and provide visitors with a more modern user experience and visual aesthetic. Over half of the existing site visits ended in a bounce, and the average visit lasted about a minute. Phone calls also generated more than three times as many referrals as the site’s web forms, while almost half the traffic came from mobile devices, where finding information quickly matters most.

At the same time, as AI-powered platforms increasingly shape how patients and families find care providers, the organization wanted a clearer picture of its discoverability across both traditional search engines and generative AI tools ahead of the site's relaunch. The redesign needed to keep visitors engaged, make information easier to find on mobile devices, and strengthen calls to action and referral journeys to drive conversions.

The organization turned to Oshyn to lead UX and creative direction for the redesign, paired with an SEO/GEO solution that would strengthen visibility going forward.

The Outcome

Oshyn's redesign gave the organization a modern UX and visual design direction that clarifies its value proposition and provides visitors with a more intuitive, trustworthy experience from the moment they arrive. The new direction gives the organization a digital front door that reflects the same trust and compassion it aims to build with every family it serves.

The design direction and SEO/GEO recommendations now guide the organization's site into development, positioning the new experience to be both easier to find and easier to use once it goes live.