Case Study 03 — Geisinger Health System
.Org 2024
Design Enhancements
A year-long visual and UX refresh across Geisinger.org — building the components once, and rolling them out everywhere they fit.
At a glance
Design a component to solve one problem. Then notice everywhere else it fits.
The site had matured but its visual language and component library hadn't kept up. Layouts relied on text-heavy patterns that made content hard to scan. Iconography was inconsistent. High-traffic pages were turning away users before the first CTA.
As the sole designer, I prioritized the highest-impact pages, built components that solved a real problem, and rolled them out wherever they fit. The result: a system that kept paying dividends long after each individual page shipped.
Custom icons created, including original vector artwork
Enhanced and redesigned page experiences shipped
Active campaigns cross-promoted across 20 pages at rollout
01 — Core Enhancements
Visual and UX upgrades applied across the board.
Visual interest
- Custom infographics and vector graphics
- Color hierarchy via highlight lines on components
- 50+ new icons, including original custom artwork
UX content design
- Modernized layouts
- Tighter text-box widths for readability
- Value props above educational content where conversion mattered
- UX SEO strategy to surface what users actually search for
02 — New Components
Built once. Reused everywhere.
Tabbing component
Designed for Find a Provider. Reused across heart care, medical labs, HRPP, and more — anywhere content needed to be bucketed without a full page.
Cross-promotion component
A display-style block with an angled aperture cut to catch the eye. Designed to surface internal Geisinger services and campaigns on relevant pages.
Cross-promo — from component to campaign engine
The web tech team adopted the component quickly — but strategists weren't using it for active campaigns. The surface was being underused.
I led a rollout project across the top 10 search results pages, then a second project to cross-promote active campaigns on relevant service pages. By launch: 8 active campaigns, 20 pages, one component.
Dermatology search results
Urology & Orthopaedics
03 — Service-Line Highlights
The same system applied across 20+ pages.
The visual and UX system was applied across more than twenty service lines, programs, and pages. A selection of the most significant below.
Heart Care
Before
After
Dermatology
Before
After
Telehealth / Virtual Urgent Care
Before
After
Community Care
Before
After
Specialty Pharmacy
Before
After
Hola Geisinger
Brought the Spanish-language site in-house. Single-page layout, mobile-friendly, SEO-optimized — built on real page-view data.
Headache & Migraine
Replaced a text-only treatment page with a value-prop trio, a stretches video, and an accordion of treatment types.
New Locations Template
A reusable locations template — hero, address, hours, services, related locations — now used across every clinic and facility on the site.
"Design a component to solve one page's problem. Then notice all the other pages it could solve too."The pattern that made the year work
04 — Reflection
What made this work.
The 2024 refresh wasn't a rebrand — it was a tune-up. The site had grown but its visual language hadn't kept up. Working solo meant I had to pick the highest-impact pages and build things that would scale. The cross-promo component, the tabbing component, the locations template, the value-prop trio — all started as one-page solutions and became system-level patterns.
The human brain processes roughly 36,000 visual messages per hour, compared to about 15,000 words. Every layout decision this year was in service of that: get the user to the right information faster, with less work. If a page required reading to understand, it needed to be redesigned.