Texas Health Resources


Redesigning Health: A digital experience that cares

The Challenge

Texas Health Resources is operating in an increasingly competitive and complex marketplace and needs to create a more customer-centric experience for its customer-facing website. 

To deliver on that vision, THR is looking to create a simplified and consistent experience via one digital front door to the Texas Health brand, as well as its network of locations, services and health care professionals.

The Approach

By helping to create one digital front door, we brought to life the new THR brand strategy as well as its network of locations and health-care professionals.

Developing a differentiated and simplified customer experience was key to driving Brand KPIs: customer-centric design, increased conversion, content engagement, customer satisfaction, and increased myTHR.com participation and usage..

The Outcome

To achieve THR’s objectives, we conducted a comprehensive current-state assessment—evaluating content, engagement, and the overall digital experience, along with a full market and competitive analysis.

We partnered closely with the THR team to uncover insights and shape their future vision for data, design, and content. This collaboration led to the redesign and reorganization of the TexasHealth.org website, creating a more intuitive, engaging, and patient-centered experience.

Current State & Discovery

  • Define objectives: Clarify business and patient experience goals — e.g., improve engagement, streamline access to care, unify content, and modernize design.

  • Stakeholder alignment: Conduct workshops with Marketing, IT, Clinical, and Patient Experience teams to gather insights and priorities.

  • Understand audiences: Identify core user groups — patients, providers, caregivers, job seekers, donors — and their needs, behaviors, and pain points.

  • Audit the current site: Review analytics, SEO performance, site structure, and content quality to identify what’s working and what’s not.

  • Benchmark THR’s digital presence against peer healthcare systems and leading consumer experiences.

Brand & Identify alignment

  • Clarify brand purpose and promise: Start by revisiting Texas Health’s brand strategy — what it stands for, who it serves, and how it shows up across all touchpoints.

Experience Strategy

  • Define the future-state vision for the THR digital ecosystem.

  • Map key user journeys (find a doctor, schedule an appointment, explore services, access records, etc.).

  • Develop a content strategy that balances empathy, clarity, and credibility.

Content & Information Architecture

  • Understand audiences: Identify core user groups — patients, providers, caregivers, job seekers, donors — and their needs, behaviors, and pain points.

  • Reorganize and simplify site navigation to reflect user priorities and reduce friction.

  • Create a new sitemap and taxonomy that supports intuitive browsing and scalability.

  • Test IA through user research (card sorts, tree tests) to validate usability.

Visual Design & Brand Integration

  • Create a modern design system aligned with THR’s brand identity, color palette, and voice.

  • Introduce human-centered imagery and storytelling that reinforces care, trust, and community.

  • Ensure design consistency across all digital touchpoints.