U.S. Department of Veterans Affairs

Case Study

U.S. Department of Veterans Affairs Careers Web Site

The challenges laid out in the project brief for this site included differentiated messaging to six separate audience groups (physicians, nurses, and administrators, among them) with hiring opportunities spread throughout the country.

Correcting preconceptions many candidates have about working for the VA was an integral objective.

Solutions included audience self-categorization and a searchable map with current openings.

About the color red?

That was an unexpected usability test finding. The original design direction was based on a red, white and blue color palette with red featured prominently in the home page hero graphic.

Although patriotic, it turns out that red has very specific connotations in the medical community which the design team had not anticipated. As one test subject noted, “In the medical profession, red is considered a bad thing. Blood, alarming.”

By testing a design prototype, we were able to correct the color palette ahead of development and create a site that has won several awards:

  • Gold W3 Award
  • Gold Aster Award in Healthcare Advertising
  • Communicator Awards Award of Excellence

Tasks & Deliverables

  • Content audit
  • Personas
  • Site map
  • Wireframes
  • Usability testing

Similar Projects & Clients

  • U.S. Department of State
  • Commonwealth of Massachusetts
  • Cayman Island Dept of Tourism
  • City of Newport

Work Samples