A member of the Albert Einstein Healthcare Network, MossRehab is a leader in physical medicine and rehabilitation and has been for over 100 years. Its innovative technologies and advanced rehabilitation treatments are guided by the research findings of the Moss Rehabilitation Research Institute. Recognized for the past 17 years by U.S News & World Report as one of “America’s Best” rehabilitation hospitals, MossRehab is dedicated to superior research, technology, and more. Their employees devote themselves to offering services that help patients and families handle their physical, psychological, emotional, and spiritual needs.
Creating a Compelling First Impression
With all of these differentiators, it was clear that MossRehab was more than just a rehabilitation hospital, and they needed a website that matched their caliber of institution. Happy Cog set off to create a site that exhibited the unique qualities of MossRehab by using stories of real patients and employees to captivate visitors and by communicating research leadership to a global network of rehabilitation experts. The new website needed to exhibit confidence and trust to patients and families, and show caregivers that MossRehab is an employer of choice.
Equally important was crafting an easy-to-understand interface with quick access to contact information, directions, and resources. The MossRehab team stressed that potential patients need to make a decision in a short span of time; creating a compelling first impression is crucial.
Surfacing Valuable Content
Because the project did not include a rearchitecture of the existing site, it was Happy Cog’s job to surface and highlight existing content, while providing a flexible system that supports the creation of new content in the future.
The solution is a two-column structure that delegates captivating stories, news, and research to the primary column, while allowing the right rail to serve as a directory to important visitor pathways. Flexible modules allow the MossRehab team to surface and reorder the resources and pathways they find to be the most valuable for visitors.
Our research found the first step in making an appointment is often contacting MossRehab by phone. The design prominently highlights this method of contact throughout the site. The cue to “Speak to Us” not only displays this information in a highly visible manner, it tells visitors that the employees at MossRehab are there for them from the first step to the last. Alluding to a high level of care is essential to the initial introduction.
A Visual Support System
While the newly surfaced content does a great job showing MossRehab is a trusted, knowledgable place to heal and rebuild, the new visual system also has to support this message. Stark white is avoided in favor of a softer, more soothing palette. Transparent boxes are layered with organic elements to create a visual richness that supported the many facets of MossRehab as an institution. The visual design follows the guiding principle that “just enough is enough.” Too much visual ephemera would distract from the content. Our goal was to craft a visual language that supported the easy-to-use interface, tied together with smart and beautiful typography.