Authenticated Support Portal
2023 / Healthcare + Insurance
Role:
Creative Director – Product
Date:
Summer/Fall 2023
Project Overview
As the Baby Boom generation ages, the demand on their adult children and loved ones to care for them is rising exponentially. When caring for others, the caregiver’s own wellbeing, relationships and job performance suffer. 1 in 3 of all employees have voluntarily left a job due to caregiving responsibilities. This has led to increased financial burdens for employers, amounting to billions of dollars for US businesses. Our challenge was to design a benefits solution that helps support working caregivers so they can be reassured, focused, and energized to keep the passion for their work.
Defining the Brand
Our client was a well established insurance company in Japan on the bleeding edge of elder care and caregiving. This venture was their first foray into the US Market and would require a new brand that spoke to an American audience while building on the reputation, experience, and values of the parent company. We needed to define a new brand identity including Mission, Vision, Name, and Visual Identity.
Approach
Through a series of iterative workshops we brought the client on a journey to help them articulate who they want to be
Competitive Analysis
We profiled 6 direct competitors and graded them on 4 attributes: Style, Relevance, Performance, & Presence.
Defining Brand Values
Over the course of several workshops that we led and designed, we defined the core values and brand voice.
Mood Boards
We defined three distinct mood boards, each focusing on a different aspect of the brand voice.
Results
The new brand leverages an approachable typeset, organic shapes with rounded edges, and warm, neutral colors. The goal was to show empathy to the user while also building trust that our professionals could be trusted to help.
Designing the Product
While the branding track was being defined, we set to work defining the product itself. High level objectives and functionality were prioritized in the Strategy Phase, we now needed to make them real by defining the approach, information architecture, and detailed functionality within the AEM platform we were building on.
Approach
In parallel path with the branding work, we conducted workshops to define the site structure before diving into detailed design.
Information Architecture
Starting with high level concept models, we aligned on an approach and refined to a detailed site map.
User Flows
This experience was built on a Salesforce platform so all flows were documented meticulously
Detailed Design & Testing
We completed the design across 5 sprints and incorporated two rounds of usability testing.
Results
The MVP product launched on January 1, 2024 to a pilot group of employers who have added this to their employee benefits offerings. There is also a long term roadmap aimed and leveraging AI (Salesforce Einstein) to automate many of the features. Please contact me for a fully prototyped demo of the experience.
Christopher Giesler Design 