Website dhcc.ae Evolution

A look into my work on the dhcc.ae web asset

Background on Dubai Healthcare City

The destination of world-class HealthcareDubai Healthcare City (DHCC) is a free zone committed to creating a health and wellness destination.

Since its launch in 2002 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the free zone has worked towards its vision to become an internationally recognized location of choice for quality healthcare and an integrated center of excellence for clinical and wellness services, medical education and research.

Located in the heart of Dubai, the world’s largest healthcare free zone comprises two phases. Phase 1, dedicated to healthcare and medical education, occupies 4.1 million square feet in Oud Metha, and Phase 2, which is dedicated to wellness, occupies 22 million square feet in Al Jadaf, overlooking the historic Dubai Creek.

The free zone is governed by the Dubai Healthcare City Authority (DHCA) and regulated by the independent regulatory arm, Dubai Healthcare City Authority – Regulation (DHCR), whose quality standards are accredited by the International Society for Quality in Healthcare (ISQua).

DHCC is also home to academic institution the Mohammed Bin Rashid University of Medicine and Health Sciences, part of the Mohammed Bin Rashid Academic Medical Center. The free zone’s integrated environment provides leverage for potential partners to set up operations to promote health and wellness.

History

2003First iteration

Part of Dubai Development and investments Authority

History

2006

History

2010 – 2012Departure from Tatweer

Move to Tecom

*partial Arabic added in 2011

History

2012• Departure from Tecom

• Full featured Arabic site launched

The Challenge

My challenge was to evolve the dhcc.ae website to a destination portal catering for a reinvigorated company operating structure that delivers;

- A vibrant health & wellness community of service providers

- A dedicated healthcare education academic center

- An independent and internationally awarded regulatory body.

While doing that I needed to deliver a measurable customer experience focusing on the business verticals. This was measurable with interactions on the website with other digital marketing tools I launched (email newsletter, social media integration, smart applications)

New development

2014• Full featured

community portal

• New website featured added:

– Activities calendar

– News & press updates

– Product call to actions

– Interactive virtual tour of the MBR-AMC*

*Mohammed Bin Rashid Academic Medical Centre; the projects prestige building.

What is the user experience

10

Filter page

Landing page Information

selection

(macro)Information level 1

(micro) / filtering

Information level 2 (micro) /

optional

Level 1 Level 2Level 2.1

Level 2.2

Level 3Level 0

Clinic / Doctor profile /

Downloadable

documents

What info do I wantUser looking for

something specific

This is

what I

want

Shifting to a portal focus with multi user group features required a clear universal flow of navigation.

What is on the landing page

11

Main

Navigation

SearchSocial Media links

Metro Banner

Links

Press releases ticker

Events ticker

Website Call to action

Clinical + Non Clinical databaselookup

Call in number

Evolution 2016

2016• Refreshed to

correspond with DHCC’s first mass advertising campaign

Scroll down

Scroll down

What is on the landing page

13

Main

Navigation

SearchSocial Media links

Call-to-actionBanner

Press releases ticker

Social media feed

Clinical + Non Clinical database

lookup

Landing visible area

Upcoming events ticker

Sub sections Call to action