CVS Kidney Care
A new venture has been launched for a well-known brand that is utilizing an innovative visual identity. This initiative is keying in on the important themes of empathy, understanding, and education. The project focuses on introducing the concept of at-home kidney care, aiming to empower individuals with the knowledge and resources necessary for effective management of their health.
The team started with a discovery workshop where we did a deep dive to understand the target audience with an emphasis on education and empathy. We looked at jobs-to-be-done, content structure, user-journeys and defined a roadmap for an MVP, 1.0 and 1.5 release.
Key Insights & Drivers
User & stakeholder interviews
Content strategy to define sitemap, taxonomy and page structure.
annotated ui kit & design system
A complete digital design system that is accessible, responsive and customizable
An exhaustive, fully annotated, and designed list of component variants at our targeted breakpoints
Building out a component library complete with variants across multiple breakpoints
Decisions & Impact
Design that flows from the existing well known brand - yet feels new but related
Keying in on empathy, understanding and education
Introducing the concept of at home kidney care
Bright and inviting