CVS Kidney Care

A new venture for a well known brand utilizing a new visual ID.

Keying in on empathy, understanding and education.

Introducing the concept of at home kidney care.

 

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