Inviting, open, airy and clean. Elegant and free from too much clutter.
Incorporate SEO elements to maximize exposure and impact of the site.
Consider icons and simple graphics for storytelling.
Easy to 'intuitively' navigate in order to find more information. Website should help add 'clarity' and reduce the stress for consumer who are searching or answers in an already confusing and overwhelming healthcare cost and information marketplace.
-- Primary objective of website: Access to consumer cost look-up tool
-- Secondary objective of website: Access to educational information, articles, glossaries and learning resources.
-- Emotions, we want our visitors to FEEL: confidence, informed, contentment, clarity and relief in that they've found answers to their questions.
-- Opinions, we want our visitors to THINK: this is great info I can use to better understand my healthcare issues.
-- Facts, we want our visitors to KNOW: Specific costs by procedure, answers to specific health and insurance questions and working definitions of terms and healthcare jargon.
-- Actions, we want our visitors to DO: Use the cost information to make a more informed decisions about healthcare.
Corporate Purple color is PMS#669.
Use simple, uncluttered design. You can consider using FAIR Health cartoon images as currently found on the site -- but it is not mandatory. You can use photographs.
A big design challenge/consideration: At times when technical copy/tables of info are required, how do you handle heavy-copy sections without ruining and marring the overall impact of the design???