Project type: End-to-end responsive website + branding
Industry: Medical, tech
Duration: Q2 2023 - Q3 - 2024
Role: Lead UX / UI Designer, Project Manager
Year: 2024
Tools: Figma, Photoshop, Illustrator, Excel, Word, Jira and Teams
Challenge:
The main challenge with this project was that the original navigation of and the building of the website were done without a proper plan and without identifying the personas we were targeting and problems that needed to be solved at the outset of the project. Additionally, the direction and services of the company changed over the years, and the original website did not reflect the new goals, targeted personas and services.
The website also underwent three redesign attempts working with a separate vendor that completely failed, so the Brand Director offered me the opportunity to lead the website redesign and project development.
With significant product strategy changes on the horizon, we conducted a study to better understand the traits, behaviors, and needs of Amwell customers.
Project Overview:
American Well rebranded to Amwell on March 9, 2020 with a new name and a new logo but the company never updated their look and feel to reflect these changes. The goal of this project was to update the main company’s website with the new brand (look and feel.) This website was going to also help shape the rest of the other sites (internal and external) the company had.
Approach:
We conducted a thorough User Persona Research. Worked on a deep discovery research process so we could establish a clear picture of the problems you were trying to solve and the goals we were trying to achieve. We developed a new internal process for the website design and development in order to improve the efficiency of the designers, content team, and developers.
Website Goal
The website targets providers, payers, government and education industries . The goal is to communicate who Amwell is, what they do, and what makes them different; as well as to elevate the look and feel by rebranding the existing pages and enable Amwell to stand apart from the competition, attract and retain clients.
Research
Conducted industry study and competitive benchmarking. Classified by content, structure, look and feel.
The Problem
The website was notably outdated and mismatched to the size and resources of the company.
The website needed updated look and feel, content and imagery that projects credibility. It also needed to be optimized for mobile.
The sitemap
The initial navigation proved overly intricate with multiple bars, leading to user confusion. The objective was to streamline the navigation, emphasizing simplicity and clarity.
Personas
The New Style
The Solution
Designed a modern, minimal website that elevates the brand
The homepage delivers the strategic message. It conveys that image via a mix of powerful imagery, white space, and visual rhythm. This is complemented by clean smart navigation and well-thought-out structural hierarchy
Created mobile-friendly navigation.
Design system
In 2021, the company was growing and the scale of the product grew as well. We needed to streamline or design and development process that could be applied both on bed and product. At that time design systems were nascent and very few were being used at scale.
The Process
User Research
Analysis
Design
Prototype
Iterate
Build
Test
The Navigation
Result
A modern website that is currently used as a sales tool and establishes credibility.
The CEO was pleased with the outcome of the website. This website also helped shape the look and feel of all other internal sites as well as all other internal softwares used for marketing and sales.