✏️ SERVICES
Lead designer: Design strategy, UX, UI, Content Design & Visual Design
📅 DATE
2018-2022
⚙️ SECTOR
Digital Health
BRIEF
Abi Global Health was undergoing significant transformations. The company was drastically growing and pushing efforts to improve its product and brand identity. In brief, the strategy was to make sure everything was consistent, highly functional, scalable and also beautiful.
My official title as Creative Director was crucial and at the heart of this huge initiative. What comes forth was an opportunity to learn and grow my abilities as a UI/UX Visual Designer by pushing boundaries. My efforts were focused on aligning, strategizing and optimizing the impact of design in order to aid and progress the business goals.
Moreover, my outputs were vast and can briefly be explained as creating an entire scalable design system.
To comply with my confidentiality agreement I have omitted to disclose confidential information. The information in this case study is my own and does not necessarily reflect the views of Abi Global Health.
DESIGN CHALLENGE
In an age where everything is demanding of your time, Abi gives your time back by making healthcare fast, effortless and friendly.
In brief, the overarching challenge was how might we design two mirroring interfaces that connect medical and health-related questions with trusted and authorized HCP answers.
1: The design challenge for our end-users interface was how might I create an interface that fits in a number of different channels depending on where the user might be and how might we establish trust as we uncover through interviews is a crucial component. // The business counterpart challenge of this was to design an interface that can easily scale through implementation and partner brand personalization.
2. The interface for our HCP interface would be how might I design an app that enables our network of hcp to quickly and easily provide micro-consultations considering that during research the biggest pain point for hcp was lack of time.
INSIGHTS & IDEATION
I partner with the CEO, CMO & CTO and additional engineers, marketing and customer success team to uncover insights and translate concepts into a design that addressed the objectives and goals across all the different sylos.
MY PROCESS
1. Content Audit
2. Industry Benchmarking
3. User Interviews (Formative)
4. Desk mining
5. Personas
6. Ideation
8. Design
8. Test (Summative)
9. Iterate
10. Launch
11. Track
DISCOVERY
Through collaborations with the engineering team, the medical team, customer success, commercial team and legal we defined and honed in on the product by aligning and understating each others work. This what we it come down to:
1. User asks his question and sends
2. Ai matches question with hcp
3. hcp reviews question and sends a response
With this as the kick off point and knowing the widget needs to fit in apps and websites I started with benchmarking and then kicked of to sketching and doing quick and dirty reviews with stakeholders.
USER FLOWS
Once we had an approved sketch I started mapping user flows and started designing screens in Figma. Once the first version was done it got validated through the engineering team and the I did our first round of user testing.
TESTING
The research was a continuous process throughout the entire project. We conducted user interviews.
The main goals of the research were to pinpoint :
1. Does the flow work (eg, can the user send a medical question, ask a follow up question on cancel a question)
2. Visibility of system status ( does the user know what’s going on
3. Error prevention (ease of use)
4. An aesthetic and minimalist design (lean by design)
5. Sense of trust
DESIGN SYSTEMS SAMPLE
I uphold myself to high standards for the work I produce both externally for customers and internally for team members to consume.
This has created a process in which I seek to earn trust through accountability, diving deep into the details and inviting others to scrutinise work. Heavy documentation is the artifact of such an effort.
The sheer size of this project and structured waterfall approach meant that I needed to have everything figured out before teams would commit to moving forward with the work. Many teams involved in the project needed to see it in a tangible document. This risk averse mindset meant I created a lot of reference documentation that was widely distributed and a high overhead to maintain.
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