Branding, Website Redesign
Zenxmed is a medical-tech startup that is building a mobile-first, SaaS platform to enable physicians to make informed treatment decisions, using machine learning and data science to visually present personalized patient data, helping physicians cut through the fog.
Conducting lots of user research, numerous interviews and user testing with the primary users, physicians across North America. There is additional work but it is protected by NDA. What I can show here is the UX research that I've conducted, as well as the more traditional design projects that I've worked on: branding, website, pitch deck, newsletter and social media.
To rebuild the original SquareSpace website in Wordpress in order to have full customization and blogging capabilities, while revamping the visual branding.
The challenge in designing the home page was that the product has not yet been released, so it was difficult to build a website without revealing the product's key features.
1) Physicians and clinicians, 2) Investors, 3) Tech Talent
The initial home page was very long, so I decided to break it up into three pages (Home, About, Contact), to increase faster load time of the Home page, since it's critical that people do not get discouraged while loading the initial page.
The logo's circular "zen" brush-mark is overused in the design world for any concept relating to "zen". We wanted to have something unique that represented the core essence of the company. I looked up the definition of "zen", which means "enlightenment by the most direct possible means", according to Dictionary.com. I really wanted to incorporate the meaning of "light" and "illumination" in our logo, as that is exactly what our product does (provides physicians with information and "enlightenment").
We experimented with many different design concepts and variations, and the final output illustrates the concept of light in a dynamic way.
Blues and greens pervade the medical industry, and are also so cliché, so we wanted to break out of this pattern. We went with the one colour that none of the other competitors were using — orange. However, we toned the orange down so that it wouldn't be gawdy and glaring, but rather a subdued shade. The final effect gives a warm and inviting feel, which was important to us.
We wanted to use something that was friendly yet legible and professional, so we chose the Museo Rounded Sans family.
Before starting the product design, we conducted one-on-one interviews with over 15 physicians in various medical specialties across North America. We gleaned some key insights into the most popular existing tools used by physicians, as well as their biggest pain points in their practice.
We also conducted an online survey with over 170 physicians across North America to learn about the tools they use, and presented our key findings in our first newsletter (see below).
After the first version of the mobile product was created, we were glad to see the overwhelmingly positive responses by doctors, which was greatly encouraging.
We wanted to show the key information as infographics to make it more engaging for physicians to read. I had to decipher any patterns and, after approval, came up with different ways to illustrate the highlights of the survey results.
This banner design was used both for the Facebook and LinkedIn company pages. I wanted to use the same visual branding (blue-orange gradient, showing part of the logo in the background to reinforce recognition of the logo, and photo of a young female physician smiling, to draw people's attention and create an inviting feel.
From the time that I joined Zenxmed in March 2016 and started rebuilding the website in August, many strides have been made in the company, and as a result, to the website. 1) We received funding through the Canadian National Research Council (IRAP); 2) attracted 40+ physicians, clinicians medical students and residents across North America to join the company; and 3) attracted software veterans in Vancouver to join us, which was no small feat, given the shortage of top tech talent in the city. Overall, the website redesign has been a success. The website will soon be getting a makeover to the home page showing the product design, but overall, the website has been extremely effective in generating leads and furthering the company.
Logo Design & Branding: Illustrator, Photoshop
Mockups: Sketch, InVision
Artistic Direction: Shaun Scholtz & Priscilla Then
Technical Execution: Priscilla Then
Copywriting: Priscilla Then & Dr. Colm Murphy