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How It All Started

About two years ago, the marketing and IT teams at Children’s Hospitals and Clinics of Minnesota began discussing how to address an increasingly inefficient and outdated website. As the site evolved over the years, new pages and sections were knit together, and the underlying framework and technical limitations made it difficult to update more than 7,000 pages of content. The Children’s team recognized that the website wasn’t meeting the needs of its users, especially parents who needed quick information about the hospital or useful information about their child’s health.

Seeing the changes on the horizon with digital healthcare and working to understand the needs of mobile consumers, Jen Swanson, director of digital marketing, and her team wanted Children’s to be at the nexus of digital technology and healthcare to better serve families. They engaged Ciceron as a partner in the site redesign, which included strategy, planning, design, development, testing, and launch planning.

How Ciceron Contributed

Customer Insights

The project began with customer insight work.

“Ciceron led us through the process of listening to our users: patients and families, health professionals, donor and volunteers, and employees,” says Swanson. “This work drove the development of the business case around our goal of being every family’s partner in raising healthier kids, which would require a website that is responsive, easy to navigate and meets the needs of our users.”


With high-level business requirements in hand, the Children’s and Ciceron teams moved on to the technical requirements. The website needed to be rebuilt from the ground up on a new content management platform that would be both easy to administer a significant amount of content and intuitive enough that the marketing team could design and deliver responsive yet beautiful pages that didn’t require extensive technical knowledge.

Ciceron helped Children’s select WordPress as the content management platform for the new site. Ciceron’s web development team paid strict attention to the technical underpinnings and newly designed information architecture of the site, while also partnering with the Children’s IT team to ensure the site could scale securely and reliably.


“Ciceron helped us think about all the downstream implications, such as search and tagging; they anticipated things I didn’t even know I wanted,” says Swanson. “You really hope you have the A team on a project such as this, but I feel like I got the A+ team. The way that Ciceron’s team and our internal teams pulled together to work seamlessly was one of the most satisfying aspects of this project.”

The Result

The website, which launched on January 12, 2016, has exceeded the expectations of the Children’s team.

“The new website is helping more families access Children’s as the expert in pediatric healthcare that we are,” says Swanson. “Children’s brand—reimagining healthcare for the most amazing people on earth—is core to this redesign. I’m so pleased to see how our new digital presence fulfills that promise in a new, exciting and unique way.”

Visit the new Children’s website at