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    Parkway Hospitals Singapore

    Parkway Hospitals Web Transformation Strategy

    Redesign Parkway Hospital websites using insight-driven design to understand opportunities and design the structures and platforms that will continue to scale as Parkway progresses.

    Project approach

    We first conducted desktop research to understand context and the healthcare landscape. The analysis of existing data, workflow and team structure then supported the creation of the digital measurement and content strategy. We then conducted customer research to identify users’ pain points and the opportunities. Based on customer insights, we designed a proof-of-concept and validated it with end users. Findings from these various activities led to the final website transformation plan & roadmap.


    • Define the role of Parkway Hospital’s websites among the digital ecosystem
    • Design content strategy and information architecture for a scalable website that meets customers’ needs
    • Develop roadmap along with recommendations


    • Desktop research and competitive analysis
    • Qualitative in-depth interviews and quantitative online surveys
    • High-level design concepts for proof-of-concept validation
    • Digital measurement & content strategy
    • Develop website transformation plan & roadmap

    People involved

    • Parkway Hospitals – Senior stakeholders, Digital Marketing, Content & Design teams
    • UXC – Research & Design teams

    Activities involved

    Desktop research and expert review

    Extensive research was conducted across multiple countries to assess the strengths and weaknesses of both local and overseas competitors. This allowed us to uncover gaps and opportunities for Parkway to better engage with their target market.

    On top of that, an expert review was also conducted on Parkway’s current digital touchpoints to analyse and identify existing issues.

    Qualitative & quantitative research

    In-depth interviews were conducted with local and overseas patients with various medical conditions. We wanted to understand their decision-making process when selecting a healthcare provider and uncover their needs and pain points.

    Findings from the in-depth interviews were used as a base in the designing of the online survey for context. We reached out to 800 respondents across 5 countries to participate in this online survey, to further validate the insights from the in-depth interviews. This online survey allowed us to reach out to customers beyond Singapore for a more holistic result.

    Proof-of-concept design

    A concept for taxonomy mapping was developed to organise information in a user-centric way to support the natural behaviour of end users when they search and browse for content. User task flows and site structure were developed based on how users would search for information.

    Customer insights were shared with the Parkway team during a co-creation workshop. With the insights, the team was able to brainstorm and explore various customer-centric concepts. These ideas helped to drive some of the base concept designs for the prototype.

    Web transformation & content strategy

    The web transformation & content strategy was developed based on the findings uncovered through the other activities. We presented a roadmap on the recommended areas of focus for the next 8 years.


    There were 4 main deliverables for this project, all were submitted in the form of report decks.

    Deliverables include:

    • Insights research report
    • Digital measurement & content strategy report
    • Proof-of-Concept design
    • Transformation strategy & roadmap

    Customer insights

    Insights from both qualitative and quantitative research addresses customers’ behavioural drivers, overall decision-making factors, customer journeys and opportunities. This helps us identify the role of digital for Parkway, offering actionable recommendations for the team to take away.

    Digital measurement & content strategy

    The analysis of existing data sources helped form a holistic view for us to verify the accuracy of data and understand how the data was tracked. We evaluated the Content Management System, publishing workflow and team structure, and explored the possibility of integrating other technology tools.

    Card-based design

    With most of the traffic coming from mobile devices, we wanted to present content with a layout that was easy-to-digest. By organising content into cards, long paragraphs of information were now displayed as bite-sized chunks which allowed users to quickly skim for relevant information.

    Learning outcomes

    1. Involving senior stakeholders and establishing project alignment with the client team early is necessary to deliver a very detailed strategy piece. Having the client understand the process of each piece of work helps both parties to manage expectations.
    2. Good communication between team members allows smooth teamwork within each piece of work. Having daily stand-ups and regular check-ins with the team also allows us to know what is going on within different work streams and come up with ways on how we can support each other.
    3. Being flexible and open to using different formats for project engagement and discussions (e.g. one-on-one, small groups, big workshops, etc.) based on the circumstances and teams’ needs.