Designing & Launching Hospice Care Brand
Context
CenterWell / Gentiva - healthcare
5 months
Tools Used
Figma
Adobe Photoshop
My Contribution
Research
Design System
Brand Design
Site Mapping
Wireframes
Team
Renee Yu, UX Designer
Prerna Shah, UX Designer
Reema DSouza, Developer
Shaun Vine, Developer
Jamie Diskin, Copy Writer
Business Background
CenterWell Home Health, formerly known as Humana, stands as the largest provider of home health services across the nation. In 2021, CenterWell Home Health acquired Kindred at Home and is in the midst of a rebranding process.
The Ask
Kindred at Home aspires to introduce a fresh brand identity, one that not only supports upcoming business endeavors but also accommodate the distinctive needs of personal care, palliative care, and hospice care services.
Product Goals
Design goals:
- Understand user needs
- Determine design direction that caters towards specific demographic
Business goals:
- A new brand that emphasizes the company’s mission and unique services
- Bring in new and more customers
My success metrics:
- Research finding results
- Website launches on time and on brand
The Outcome
The website launched end of 2022 and witnessed a remarkable expansion, welcoming 238.2K new users and experiencing a surge of 19.3% in user engagement. Impressively, the site continues to attract around 50K users daily.
Key Phases
Phase 1
Empathize
To start the project, we interviewed 7 stakeholders and 8 SME to identify project goals, challenges, and opportunities.
Our goal for the research was to expand on findings from the rebranded Kindred at Home website, optimize for Gentiva audiences, validate personas, and fill gaps in our current understanding.
From the interviews, we pulled out key data points regarding needs, goals, and challenges. We then cluster the insights and categorized them into larger themes.
Insights & Opportunity Spaces
Our research insights indicated that the new brand website necessitated a balance between providing valuable information and crafting a reassuring, empathetic, and comforting online experience tailored to patients, families, and caregivers.
Stakeholder insights:
Simple, easy to navigate
Both SME's and internal stakeholders who have visited the site mentioned that it was easy to navigate and they appreciated the simple language
Videos help tell our story
Many interviewees acknowledged valuing the visual content for storytelling such as videos to help explain the business and care options
Look and feel is well-received
Interviewees shared that they liked the color and tone of the rebranded Kindred At Home website and would like to see a similar treatment on the Gentiva site
4 major themes that emerged through our research synthesis:
1. Finding the right fit
Finding the right care service during a sensitive time is emotionally exhausting for families. They want to find the best care possible and feel comfortable throughout the decision-making process.
How might we demonstrate Gentiva as the right care service that provides customized care experience?
2. Guiding with compassion
The end of life care requires a special commitment to supporting patients and families with warmth and empathy. Audiences are looking for communication materials that understand the sensitivity of their situation, and has a tone that is not overly euphemistic, but authentic to the nuances of end of life care.
How might we strike a compassionate tone between care and commerce?
How might we seamlessly step into the caretaker role so families and patients can focus on an emotional and difficult time?
Gentiva can set the stage as an industry leader by leveraging existing content created by legacy Kindred At Home. When audiences are exploring different care options, understanding the complexities of healthcare, and managing the emotional burden, it can be overwhelming.
3. Leveraging expertise and know-how
How might we educate our audiences on available options to improve quality of care?
How might we display Gentiva as an industry leader in healthcare?
4. Reimagining continuum of care
How might we demonstrate how Gentiva supports continuum of care?
How might we include the family members into the continued care beyond the patient's lifespan?
Understanding Gentiva's approach to continuum care is vital for patients to see on the website
Our research synthesis further led us to refine the four personas to better reflect the characteristics and needs specific to Gentiva.
Phase 2
Ideate
Building upon insights gained in phase 1, the team progressed to phase 2 by developing a sitemap aligned with the broader Gentiva brand, ensuring users experience familiarity and effortless navigation.
We closely work with engineers to understand how the code would affect the sitemap and adjust accordingly.
Utilizing the color palette and typography that the client already had in mind, the team started to sketch out wireframes along side with creating a comprehensive design system that ensures consistency and company branding.
Color palette
Components
Wireframes
Phase 3
Hi-fi Design & Refine
With the conceptual design of phase 2 completed, we transitioned into phase 3, where we iterated on colors, shapes, icons, imagery, and copy. This involved extensive collaboration with the client to refine the aesthetic direction, as well as close coordination with the copywriter to ensure seamless integration of copy within the layout and design of the pages.
Delivery
We designed and delivered high-fidelity prototypes, comprising 53 web and mobile pages, along side with a design library that encompasses all the assets required for the forthcoming page development and updates.
The Impact
The site welcomed 238.2K new users within the first month
A surge of 19.3% in user engagement after the site launch
The site continues to attract around 50K users daily