Creating a national newborn screening resource center

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  • Content Strategy
  • HTML Email
  • UX Research
  • Website Design & Development

NewSTEPs is a national program focused on achieving outcomes for newborns by facilitating newborn screening initiatives and programs that improve the overall quality of the newborn screening system. NewSTEPs partnered with Teal Media to design and develop an online convening space where the newborn screening community can learn and share important resources and data related to laboratory practice, follow-up programs, and quality improvement.

Newborn screening is the largest and most successful disease prevention system in the United States and saves or improves the lives of over 12,000 babies a year.

97% of the more than 4 million newborns born in the U.S. each year are screened by public health laboratories for various genetic disorders

As a national newborn screening resource center, state newborn screening programs and other newborn screening partners rely on the NewSTEPs website for technical assistance resources, data, tools, educational resources and various quality improvement materials and information. The website Teal created allows newborn screening professionals to quickly find what they are looking for (and save a personal list of resources along the way!)  so they are up-to-date on the latest information from the field.

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Teal kicked off our engagement with an in-depth research phase. We held a series of discussions with stakeholders, interviewed NewSTEPs website users, and reviewed NewSTEPs website analytics.
We then walked through user journeys for our primary target audiences and brainstormed content, features and functionality that would be helpful to them along their journey.
Here is a close-up of a user journey. As you can see, we plotted the user's emotional experience through the website. By doing this, stakeholders were able to better empathize with the user's state of mind before, during, and after their website visit.
We then prioritized our content, features, and functionality ideas and matched them up with NewSTEPs business goals. This helped us formulate working content models for the website architecture.
To establish the direction for the look-and-feel of the site, Teal prepared three moodboard options for the website. The NewSTEPs team then evaluated the options against their business goals and audience needs for the site.
The selected moodboard focused on a circle motif, hinting at the microscopic-level views in the screening process.
The NewSTEPs homepage welcomes site visitors by clearly stating what the resource center is, what information is provided, and how people can use it. A clean, clear navigation systems displays at the top of the page so site visitors can easily jump to the section of the site that is most important to them.
We then feature a feed of the latest and most important newborn screening resources. Site visitors can also see what resources are trending and also conduct 'quick searches' to resource collections.
Newcomers can easily join the NewSTEPs community of newborn screening professionals by simply entering their email address.
Data is absolutely essential to newborn screening. Teal integrated the site with Tableau so these rows of data can come to life with visualizations. We highlight a few key data visualizations right on the homepage to encourage visitors to see how their program measures up against other states.
Teal also created a 'mega footer' to provide quick links to the site navigation and supplemental information like 'quick facts' and newborn screening success stories.

The NewSTEPs website also features:

  • Easy-to-understand landing pages for foundational newborn screening information including case definitions, quality indicators, and disorders
  • A robust resource library that is easily filterable by disorder, topic, and type. The taxonomy we created for the resource library allows us to show resources on relevant pages across the website.
  • Custom ‘save’ functionality that allows website visitors to save resources as they explore the site. The user can then email their custom-made resource list to themselves.
  • Quick access to the “member-only” section NewSTEPs where users can upload data and explore member-only content
  • A calendar for upcoming webinars and events for the newborn screening community
  • Compliance with Section 508 guidelines
  • And more!

Teal Media has transformed our website to utilize contemporary features, with user-friendly, intuitive navigation. Teal Media has updated our website in an efficient and thoughtful manner, incorporating stakeholder feedback. A dynamic NewSTEPs website contributes to our mission of achieving the highest quality for newborn screening systems.

Sari Edelman, MPH
NewSTEPs, Newborn Screening and Genetics, Association of Public Health Laboratories Sari Edelman

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