Starting the digital conversation

Sharecare • AskMD for iOS
Conversational Design

View App Prototype ︎

Role: Design Director

Opportunity

• Drive core value proposition
• Increase revenue via partnerships
• Increase brand recognition
• Establish platform differentiation

Contraints

• Crowded health & wellness space
• Diagnostic Engine Acquisition
• iOS 7 launched
• External Vendor Dev Teams

Process

Identifying the opportunity
VP of Product + UX Architect + UX Design

The Sharecare team had been working on it’s first entry into the iOS landscape, recognizing customers actively engaged in health forums online where there is unreliable medical advice.

AskMD was born as a way to address this and start the doctor visit offline. It also gave users a better way do what they already were doing - keeping notes about their symptoms.

Shuffling “Chefs & Ingredients”
VP of Product + UX Architect + UX Design

An external vendor had been tasked with wire-framing and designing the customer experience.

Additionally, Sharecare acquired a new diagnostic engine and the iOS 7 redesign shifted what the product needed to be in the middle of development.

Initial Vendor Wires ︎ Initial Vendor Designs

Design Process
VP of Product + UX Architext + UX Design

Design engaged to humanize the experience, implementing Conversational Design strategies and a highly emotive visual approach.

Initial Redesign

Secondary design approaches were intentionally more medical in focus.

Finally, the right balance of brand, medical, and intensity was achieved to move forward. Negative space, color, and text legibility were important focal areas to clarify the user’s journey.

Sponsorship integration was designed in-line to have minimal impact and reduce customer apprehension.

Integrated Sponsorships

Identifying product placement opportunities within Sharecare.com, Email Branding, and promotional banners helped elevate visibility.

Marketing Materials

Waterfall Development & UAT
VP of Product + UX Architext + UX Design + Content Strategy

Waterfall development began with the external vendor once designs were complete with regularly scheduled demos to review work progress and identify product changes.

Design validation occurred during numerous UAT sessions and were prioritized against product functionality and resourcing.
Deliverables during this time ranged from updated comps to redline documentation as needed.

Launch
Product Owner + UX Architect + UX Design + Development

Design, along with other product team members, validated the final product and identified any visual or functional defects to be prioritized into future product enhancements.

Results

• AskMD launched in 2014
• AskMD recognized by Apple
• Improved partnership integration
• Design and brand voice established

Apple Keynote Recognition - October, 2014