CLOSING THE GAP BETWEEN THE USER & PRODUCT EXPERIENCE
One Medical offers primary care services that are inclusive, human-centered, and tech-enabled.
The One Medical app is designed for scheduling doctor appointments, connecting directly with your healthcare provider and renewing prescriptions. While the product experience was successful technically, several screens and functions used stock photography.
These stock didn’t communicate effectively with users or prioritize their needs and most-used services. They were also off-brand.
Users didn’t see themselves as the characters within the photography - which statistically reduces their likelihood of seeking care and using the app to book a visit.
ORIGINAL PRODUCT SCREENS WITH STOCK IMAGES
THE UPDATE
Our key priorities were:
1. Allow the largest number of our users to “see themselves” in the app experience and/or not feel “othered” by images that explicitly didn’t look like them.
2. Ensure the images quickly communicate One Medical’s most-booked services, thereby aligning to the user’s need-state.
For the new product designs, we used 3d Illustrations of medical tools and scenarios to meet those goals.
However, this introduced a new challenge: How do we make them feel “human” and approachable, to ensure brand alignment?
Careful consideration was given to lighting, art direction, staging, and color. Designs were worked (and re-worked, and re-worked!) to ensure the visuals were warm and welcoming. We prioritized at-home and in-office environments when possible - the places where our patients most engage with our app and consider their health.
This allowed us to create happy, on-brand paths for our users and avoid alienating any single group.
SKETCHES
Cold, Flu, COVID-19 sketch
Heart health sketch
Erectile Dysfunction sketch
Hair loss sketch
10 NEW ILLUSTRATIONS. 10 PRODUCT TOUCHPOINTS.
Cold, Flu, COVID-19
Heart health
Mental health
Sexual health
Pap test
Erectile Dysfunction
Hair loss
UTIs & yeast infections
Skin health & skin check
STI screening
The team
Creative Director: Jessica Lacombe
Associate Creative Director, Art & Interactivity: Hannah Cusworth
Senior Project Manager: Marlene Barahona
Creative studio partner: Black Math