Improving access, trust, and visibility for
women’s health

This is a self-initiated case study for the fictional clinic of Midwest Women’s Health.
The original Midwest Women’s Health website demonstrates common accessibility and
design issues found in small‑clinic sites. The design doesn't support patients with visual
impairments, lacks clear user pathways, and doesn’t reflect the clinic’s brand or mission.

Image showing the original, outdated homepage of Midwest Women's Health website

Accessibility Failures

Low contrast and small text make the site difficult for patients with low vision.
Missing alternative text prevents screen readers from describing images.
Inconsistent navigation creates barriers for users relying on keyboard or assistive technology.

Interface Issues

The site doesn't distinguish between new and existing patients, making it more difficult for patients to navigate.
The typography and spacing are inconsistent, making it difficult for patients to easily scan content.
Lack of hierarchy makes it difficult for patients to locate key information quickly.
Branding feels generic and disconnected from the clinic's identity.

THE SOLUTION

The redesigned Midwest Women’s Health homepage focuses on accessibility, clarity, and patient trust.
The new layout introduces clear visual hierarchy, consistent navigation, and inclusive language that supports
patients at every life stage. By improving contrast, typography, and structure, the design ensures readability
for users with low vision and aligns with WCAG 2.2 AA standards.

Image showing redesigned, cleaner, more user friendly home page for Midwest Women's Health

Image showing New Patient information page for Midwest Women's health

Image demonstrating the mobile layout for midwest womens health

Design Goals

Accessibility first: High‑contrast color palette, larger text, and clear focus states make the site usable for all patients.
Patient‑centered messaging: Copy emphasizes listening, compassion, and inclusivity, reflecting the clinic’s mission.
Clear user pathways: Prominent calls to action (“New patient? START HERE” and “Schedule an Appointment”) guide visitors without confusion.
Consistent branding: The purple and teal palette connects the clinic’s identity across header, buttons, and icons.
Simplified navigation: Logical menu structure and quick links reduce cognitive load and improve mobile usability.

Mobile-First Design

Most users access websites from their mobile devices.
Mobile-first design includes what is important for those users, and places it where it’s easily accessible on mobile screens.
Extra attention is placed on spacing to ensure the mobile experience is exactly what your patients expect.

Outcome

The result is a site that feels approachable, professional, and accessible. A digital experience that mirrors the clinic’s promise of care that starts with listening.

Helping healthcare organizations
create better patient experiences.

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Phone: (763) 339-7944

Email:gayle@patientforwarddesign.com

Improving access, trust, and visibility for women’s health