Primary Care Progress Annual Report

My role for this project was to create all of the design assets and deliver a responsive, well-documented, and visually appealing website for both current stakeholders to feel secure about their investment and potential stakeholders to view this organization as a future partner.

Problem & Goal

Previously, Primary Care Progress released their annual report as PDFs, which is low maintenance, but this method did not generate enough buy-in from possible partners. In order to better market the organization’s efforts and milestones, Beekeeper Group decided to create a more engaging experience for Primary Care Progress’s audience by crafting an earnest narrative with clean, easy-to-digest visualizations.

Process

First, we defined our metrics for success for this project. We concluded that we wanted the user to stay engaged within the report, but still include large amount of quantifiable data for high-level stakeholders.

My initial wireframes organized the information to fit the well-crafted narrative of Primary Care Progress’s achievements, but after conducting some rapid interviews, Beekeeper Group came to the conclusion that the data visualization lacked the same user engagement. My design had to pivot in order to exceed our pre-determined success metrics by rethinking what the raw data meant and refine the bigger picture messaging.

Solution

We found that a major pain point for the users was that there was a lot of content to read, so if a user wanted to skim through at the initial phase of the website, the user would not walk away knowing the most important morsels of information. By including more graphically interesting and responsive data visualizations, we were able to guide the user into understanding the bigger picture and increase the site’s “skim-ability.”