A NEW BRAND IDENTITY, STRATEGIC UX OVERHAUL, AND WEBSITE DESIGN FOR A STARTUP DEDICATED TO A MORE INCLUSIVE HEALTHCARE SYSTEM
Our first task was to dive into the company's current problems and the "why" behind a redesign. After facilitating working sessions with the team, we identified that two of the largest pain points were:
We worked closely with HUED’s founding team to understand the core user groups the site needed to serve — and honed in on who was currently being left out. The three primary user groups were:
We crafted a strategic plan to complete improved architecture by synthesizing learnings, mapping out the user journey, and delivering site specifications along with a recommended site map.
The challenge surrounded the balance between currently being most known as a free resource via the healthcare provider directory and also communicating the key product offering. From a long-term business perspective, we identified which user group best suits overall product revenue goals in order to begin prioritizing them and their journey in the overall site structure.
The next task was to refresh the brand identity (working with an existing wordmark) and incorporate modern design elements with a goal of increasing the capacity of HUED’s digital footprint — enabling the identity to strongly be carried throughout both the marketing website and backend product.
I begun with three concepts to share internally, and together — we selected two that I strengthened into brand direction presentations for the HUED team. Each included a concept, color palette, typography, imagery styles, design elements, and an example of how these could all come together for web.
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After presenting to stakeholders and pushing for a bold new direction, the team agreed it was just what the brand needed — and I worked with a junior designer to build out a fully updated brand guidelines document in Figma.
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The final task included a complete overhaul of the web experience — which was built screen by screen in Figma. This allowed for easy cross-functional collaboration between design, stakeholders, and development throughout the project.
The first priority was to ensure that the site as a whole is optimized for conversions and lead capture, which we accomplished by revisiting the site map and user types, noting any additional insights we’d learned about HUED in brand and product strategy stages since the first iteration.
Notable Solutions
Of course, our next priority was to fully integrate the updated visual identity. In order to complement the new modern style — I created prototypes in Figma to act as notes on desired interaction and animations.I also paired this with a web design system set with all of the colors and elements and states used in the design.
