The UnitedHealthcare Children’s Foundation

Helping Kids Get the Care They Need

A man and a baby are smiling while the man is holding the baby

The UnitedHealthcare Children’s Foundation changes lives by providing grants that help families across the country afford medical treatment for their children that insurance won't cover.

Services

Web Strategy, Web Design, Web Development

Problem

UnitedHealthcare Children’s Foundation's ability to maximize their impact and tell their story was being muddied by outdated web design and suboptimal UX. The key donation driver for UHCCF is the stories of children and families they've been able to support; but their website wasn't surfacing those stories in a meaningful way.

Our Approach

We implemented a new content strategy and design approach that put the people UHCCF serves front and center. We made it easier to create engaging storytelling content on the backend, and made it more central to the site experience on the front end.

01

A Website Designed for Growth

UHCCF's timeline for launching a new site was compressed. To accommodate this, we worked with the team to identify the areas of the site that would have the highest impact on their goals. As such, a key focus was to streamline the grant application process and clarify users’ paths to make donations.

02

Creating Balance

From a design perspective, the site needed to feel warm and family focused, without being too playful. To stabilize the balance of light and serious, we looked to convey a pervasive sense of hope and optimism to stay in line with the foundation’s established brand. We chose design styles that could strike the balanced tone that UHCCF needed.

UHCCF branded image with a kid in wheelchair and a flowing graphic

03

Streamlined UX for Grant Applicants

Information about the grant application process needed to be clear and easy for families to understand. We restructured the Apply for a Grant pages to focus on key information and to keep user journeys easy. The goal was to ensure that both the application itself, as well as the critical information about eligibility, held equal weight in the site’s architecture.

Three kids smiling at the camera while holding teddy bears

04

Growing the Donor Base

The gift of health is priceless. We conceptualized a kid-focused campaign to drive donor traffic to the website.

A mother is lifting a smiling child up into the sky.

Projects like this are so exciting because you get to help a team with a clear view of their mission reimagine how it comes to life on their website. It was apparent how excited the UHCCF team is about sharing their mission, and creating a better experience for the people they serve. That energy made the whole process great.

Push10

Chandler Robertson, Strategist

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