Blue Robin Branding

Year

December 2020

Client

Cardinal Health

Industry

Something Else

Role

Overview

Cardinal Health, a leader in the healthcare industry, embarked on a mission to introduce a state-of-the-art mobile pharmacy app named 'Blue Robin'.

Role & Responsibilities

Role & Responsibility

As the Art Director and Production Designer, I was tasked with ensuring the app not only met its functional goals but also stood out in the market with a distinct and resonant brand identity.

Wireframe Creation

Prototyping

User Testing

Feedback Analysis & Dissemination

UI Design

Quality Assurance

The Challenge

Understanding the Landscape

In an ever-evolving digital health landscape, Cardinal Health wanted to ensure that Blue Robin was not just another app, but a brand that users could relate to, trust, and remember.

Audience Alignment

The primary challenge lay in ensuring that the brand aligns perfectly with the preferences and needs of our target user segment.

The Challenge

Understanding the Landscape

In an ever-evolving digital health landscape, Cardinal Health wanted to ensure that Blue Robin was not just another app, but a brand that users could relate to, trust, and remember.

Audience Alignment

The primary challenge lay in ensuring that the brand aligns perfectly with the preferences and needs of our target user segment.

The Challenge

Understanding the Landscape

In an ever-evolving digital health landscape, Cardinal Health wanted to ensure that Blue Robin was not just another app, but a brand that users could relate to, trust, and remember.

Audience Alignment

The primary challenge lay in ensuring that the brand aligns perfectly with the preferences and needs of our target user segment.

Workflow

The existing workflow required users to create a client(patient) profile before initiating a plan, contrary to prevailing HEP (Home Exercise Program) workflows. This was due to the fact that we require plans to be attributed to singular patients for billing, however we were able to delay the creation of a client until plan save in order to match the in-clinic flow of our therapists.

VS
Screen Real Estate

The Plan Builder and "Activity Drawer" showcased a limited number of activities, making it challenging for PTs to find, modify or browse activities effectively, especially on smaller laptop screens.

  • The Original Plan Builder

  • The Original Plan Builder W/ Activity Picker Engaged

  • The Original Plan Builder

  • The Original Plan Builder W/ Activity Picker Engaged

  • The Original Plan Builder

  • The Original Plan Builder W/ Activity Picker Engaged

Verbiage

The "protocols" feature, which referred to pre-selected activity collections for quick plan generation, was not intuitive language for physical therapists. This coupled with the fact that protocols were not accessible through the plan builder led to low usage of this feature.

Goals

In order to ensure that our redesign was successful, we went about setting three goals for the new Plan Builder.

01

Reduce friction and time spent generating plans.

02

Improve understanding and usability of features by enhancing the "protocol" feature and rebranding it as "Templates."

03

Increase the creation and utilization of templates.

03

Increase the creation and utilization of templates.

The Approach

The Approach

Collaboration with Stakeholders:

Began the journey by liaising with key stakeholders to delve deep into the app's objectives and the vision for its brand.

Target Market Insights:

Conducted extensive research to understand the motivations, behaviors, and preferences of our target users.

Ideation with Design Team:

Collaborated with another in-house designer to brainstorm and produce several branding concepts.

The Redesign

  • The New Plan Builder

  • Newly Placed Catalog

  • Inline Templates

  • Plan Editor

  • Plan Settings

  • New Plan Builder Location

The Redesign

  • The New Plan Builder

  • Newly Placed Catalog

  • Inline Templates

  • Plan Editor

  • Plan Settings

  • New Plan Builder Location

The Redesign

  • The New Plan Builder

  • Newly Placed Catalog

  • Inline Templates

  • Plan Editor

  • Plan Settings

  • New Plan Builder location

  • The New Plan Builder

  • Newly Placed Catalog

  • Inline Templates

  • Plan Editor

  • Plan Settings

  • New Plan Builder location

Results

Conclusion

The journey with Blue Robin reinforced the fact that branding goes beyond aesthetics. It’s about creating a cohesive experience, telling a compelling story, and ensuring that story resonates with the audience. With a perfect blend of research, collaboration, and design expertise, we were able to deliver a brand identity that not only stands out but also deeply connects with its users.

Lessons Learned

Reflection & Lessons Learned

The Power of Collaboration

Working closely with both stakeholders and another designer showcased the importance of diverse perspectives in crafting a brand identity.

User-Centric Approach

This project reaffirmed the value of a user-centered approach in branding – the real test of any brand is how well it resonates with its audience.

Reflection & Lessons Learned

The Power of Collaboration

Working closely with both stakeholders and another designer showcased the importance of diverse perspectives in crafting a brand identity.

User-Centric Approach

This project reaffirmed the value of a user-centered approach in branding – the real test of any brand is how well it resonates with its audience.

Reflection & Lessons Learned

The Power of Collaboration

Working closely with both stakeholders and another designer showcased the importance of diverse perspectives in crafting a brand identity.

User-Centric Approach

This project reaffirmed the value of a user-centered approach in branding – the real test of any brand is how well it resonates with its audience.

Thanks for taking a look! If you're interested in working together, reach out!

Thanks for taking a look! If you're interested in working together, reach out!

Designed & Built by Brady Jacobsen

©2023