Context
Build an e-commerce platform to generate revenue
Improve information architecture and visual identity to enhance the website’s overall usability and accessibility
Utilize storytelling to transform medically complex info into approachable content to create a digital presence that is relatable, clean and energetic
Research Goals
Understand the science behind ID and IDA.
Evaluate the behaviors and attitudes of people with ID and IDA on how they treat their condition.
Identify current pain points, usability issues, and accessibility issues.
Explore top platform options to host an e-commerce website.
Utilize insights to generate informed and empathetic designs.
Research Methods
Stakeholder Interviews: Six (6) external interviews, One (1) internal interview
Affinity mapping
Empathy mapping
Heuristic Analysis
Accessibility Analysis (WCAG)
Platform Analysis
Competitive Analysis
Interview Insights
Key Finding #1
Social proof is a significant element regarding the choice of a health care provider. Reviews, testimonials, and referrals are highly valued by consumers.
These insights informed our design to:
Showcase testimonials and reviews on the homepage.
Showcase examples of people’s personalized profiles.
Key Finding #2
Individuals surveyed tend to rely on supplements to maintain iron levels but strongly desire other solutions to care for their bodies.
Interviewed participants recall positive health care experiences when offered various treatment options and given holistic solutions that accommodated their lifestyle.
These insights informed our design to:
Demonstrate the extensive customization and personal care the programs offered throughout the entire design.
Use visuals and elements that target the lifestyle of the target audience, athletes, but still offer a welcoming approach to other audiences.
Key Finding #3
A majority of individuals discover they’re anemic at a young age from experiencing iron deficiency related symptoms, but verify the diagnosis with their family practitioner through blood work.
Upon diagnosis, many individuals find that they are often forced to do their own research regarding ways to combat iron deficiency and/or iron deficiency anemia.
These insights informed our design to:
Ensure the platform also serves as an educational resource for users to learn and explore.
Create an entire category in the e-commerce shop dedicated to anemia tests.
Competitive Analysis Insight:
Competitor websites display a clear vision and mission statement for end users with a multitude of pages informing current and potential customers of their offerings. These websites stand behind the science, delivering complex verbiage into digestible content.
These insights informed our design to:
Implement a strong visual brand throughout the entirety of the website.
Include personable details about the company to promote a deeper connection and a sense of trust with end users.
Provide end users with more details of the programs and services.
Value Proposition Canvas
Lean Model Canvas
User Journey Map
With Synthera Health, the client was looking for a complete rebrand for their company. With their new branding, Synthera was looking for a newly energized and inviting look to attract athletes with ID and IDA. Additionally, the client desired the logo to represent the science behind ID/IDA what happens to those diagnosed. For our final logo design, we illustrated an experience combining the shapes of blood cells, shaping them into the outline of a person jumping ecstatically.
Final Colour Palette
When it came to branding colours, Synthera Health desired a bright and energetic colour palette to match their new logo. Inspired by the power of the human body and the many colours found in the sunrise at that early morning training session, this light and bright set of colours were developed to attract determination, energy, and greatness.
Testing Platform : Maze
Testing Overview :
Ten (10) participants
Ten (10) tasks
Missions
Card sorting
Open questions
Main Page
Shop
Be prepared for changes in direction from clients and the need for constant communication and regrouping so that the design team and clients are on the same page at all times. Thorough preliminary research on our client's needs and goals is important as well as asking the right questions during important stakeholder interviews to prevent assumptions from steering the design process in a wrong direction.
Meet with the Synthera Health development team to discuss deliverables.
Continue developing Synthera Health’s Shopify website.