Practice Fusion Brand
background
The Practice Fusion rebranding project is a redesign that reevaluates the brand attributes and refocuses the brand experience as Practice Fusion moves to a paid subscription model. The project was done to create move professionalism and unification of brand communication and materials. I am a contributing designer on this project and I collaborated closely with user research and fellow contributing designers.
The problem
With Practice Fusion's move to subscription, the design team felt this was a great opportunity to dedicate some effort to rebranding. The Practice Fusion brand was disjointed, the brand voice was inconsistent throughout our marketing and product.
Goals
Develop brand attributes
Establish visual style of brand
Conduct research to understand how to market to our users
My role
Key contributor to design brand exploration
Provided illustration execution
Process
Attributes workshop
This branding project was a design led initiative that collaborated closely with user research and stakeholders. The design team took charge in research and developing the brand attributes. Led by our principal visual designer, Jenni, she organized workshops to narrow down the Practice Fusion brand into 6 attributes. She involved designers, product managers, marketing, research, and stakeholders in several workshops to capture a wide array of perspectives on the brand. We solidified the brand attributes to:
Empathetic • Professional • Empowering • Approachable • Trusted •Efficient
Competitive analysis
Once we established the brand attributes, we focused in on the strategy of expressing these brand attributes in our designs. This is where we researched our competitors, design trends, and how companies are expressing their brand message visually. Here's what we found:
Our competitors are using photos (stock + tailored photoshoots) and illustrations
Healthcare is playing catch up to tech and design trends
Illustration is being widely adopted in tech and other non tech industries
Designers assisted with quantifying the level of effort for a photographic approach vs illustrative. The designers were each responsible for an illustration execution of the homepage, banners, and other marketing material. This was an opportunity to research current design trends in branding. Illustrations have been widely used as a branding device especially within tech. The design team felt an illustrative approach would elevate the brand and bring healthcare to the present.
1st round of USER TESTING
With 3 different illustrated approaches, we had the opportunity to test with users. We included user research into this project to gain insight into how to effectively market to current and new users. We created a survey capturing insight into illustration preference, color palette, brand attributes, branding styles, and brand voice.
Result
Survey results showed our users are very literal and expect their EHR product to be literal. Our users reacted negatively towards illustrations as it felt less professional and disconnected with how healthcare providers wanted to be represented. The feedback helped point us in the right direction with our designs to reduce illustrations to product expression while using photography for hero images.
2nd round of USER TESTING
With user feedback from surveys, we modified our designs to include photography to express the professionalism users wanted to see in their EHR. We again tested these 3 refined designs to validate the last round of feedback.
Result
The response was positive. Users liked the aspirational feel of the photography, they related close to a real photograph of a doctor than illustrations.
Photoshoot
With the positive response for the photographic approach, we presented the data to stakeholders. Our stakeholders granted us an opportunity to create our own tailored photos with a photoshoot that aligned with our brand attributes and user feedback.
Result
We now had a brand expression that exemplified the attributes empathetic, professional, empowering, approachable, trusted, and efficient. User research was a key component to understand how our users viewed EHRs and how brand expression encouraged them to sign up. This project is currently being built.