In 2019 we launched a completely overhauled brand over months in the making. Emotionally and visually, it clarifies how we serve providers and their patients – by embedding humanity and dignity into the brand DNA. And with that brand we launched a massively improved product experience to better honor that commitment.
Lead UI/UX Designer
Brand Strategy
Brand Identity
Creative Direction
Figma
In 2019 we changed our logo and made some updates to our visual expression, but lacked a holistic brand. The more time passed, the more different Wellpay felt across touchpoints. As more inconsistency started to show, design leadership built a case for a strong brand that could grow with us.
As a company that aims to improve healthcare affordability and accessibility through innovative modern financial products. Empathy is at the heart of everything we do, for Providers and Patients alike. To assert that, we needed to prioritize accessibility from the start. I drove decisions on color and typography, ensuring our palette met the highest modern accessibility standards and our product typeface performed across sizes and use cases.
In the time since we started Wellpay, the industry-wide conversation about accessibility and inclusive design ignited. By declaring ourselves a company that humanizes healthcare, we needed to prioritize accessibility from the start. I drove decisions on color and typography, ensuring our palette met the highest modern accessibility standards and our product typeface performed across sizes and use cases.
One of Wellpay's core values is transparency. But with something like brand, which can be hard to understand and interpret, knowledge is necessarily more self-contained. But people had a ton of questions. Didn't we just established? What's changing? How will this impact the paitents? We needed to find a way to communicate the bigger picture idea of a powerful brand – how it drives product innovation and deepens the way we connect with patients and providers.
Following the guidline, I created onboarding handbook with patient-first illustration to add warmth
For the new Wellpay to really land with our 10,000+ Wellpayers, we wanted them to feel like we did way more than add a coat of paint. As the lead product designer, I systematically redesigned our frontend, focusing on improving visual design, accessibility, and usability. I started with our 70+ components and built up to flows and experiences, paying special attention to those with the most business value. Along the way, I worked with the rest of the Frontend Development team to find opportunities to add warmth and sophistication (our new shorthand guideposts for design quality). And I closely partnered with our frontend engineer Josh to understand tradeoffs and collaboratively develop solutions.
I built the components in Figma with the future in mind. When it came time to compile our new UI kit, most of the work was done.
Offer patients modern ways to pay their bills. Digital payment options help providers capture more revenue, and auto posting and reconciliation reduces time to cash and streamlines staff workflows.