Blue Robin Branding
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.
Feedback Analysis & Dissemination
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.
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 "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.
In order to ensure that our redesign was successful, we went about setting three goals for the new Plan Builder.
Reduce friction and time spent generating plans.
Improve understanding and usability of features by enhancing the "protocol" feature and rebranding it as "Templates."
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 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.
Designed & Built by Brady Jacobsen