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BRANDING AND WEB DESIGN

Lana Health

Lana Health provides patient engagement solutions to hospitals in the US. As a product design intern at Lana, I worked on their marketing website and created a style guide and other marketing collateral.
Check the full website at: https://lana.health/

My role

User research, wireframing, prototyping, UX UI, style guide creation

Duration

2 months (summer internship)

Tools

Figma, Procreate, Paper & Pencil

Screenshot 2022-10-12 150941.jpg

DESIGN PROCESS.

Requirement gathering

Defining scope of work

Ideate

Prototype

Feedback

Understanding Project

Reading product related content

  • from website

  • reading material

  • discussions with Senior Designer and Founders.

Defining the product

Insight collection

Content Strategy

Content strategy is user centered

  • figure out what information the user needs

  • where/when in the user journey it should be delivered to them

  • what format and style the information should be in all while balancing business goals

Wireframing

Placement of tags, images, text, and illustrations

UNDERSTANDING THE PROBLEM

Lana Health is a multiplatform ecosystem, understanding the domain and communicating the right message across to the user was key. I began my work by learning about the company and their products. Then zooming in and familiarizing myself with the value proposition.

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My process encompassed-

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Collecting answers to the following questions for goal identification:

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  • Who is the site for?

  • What does the user expect to find or do there?

  • Is the website's primary aim to inform, sell or to amuse?

  • Does the website need to clearly convey a brand's core message, or is it a part of a wider branding strategy with its own unique focus?

  • What competitor sites, if any, and how should this be inspired by/different than those competitor sites? 

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Thorough reading!

Browsed through articles, blogs, websites to understand the healthcare domain in the US and how hospitals function. The company provided me with a lot of reading content to get the requirement on point. We conducted a lot of competitive study, I studied around 10 websites for competitive analysis and inspiration. I learnt to broaden my vision and scan website UX patterns, layouts, branding, tone, language and content writing amongst others. 

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Who are the stakeholders?

It was repeatedly stressed upon that the user group viewing the marketing website would be CTOs and senior doctors of hospitals located in the US. The age demographic being a mid 50s to 70s at the most. 

LOADS OF COMPETITIVE ANALYSIS !

Goals of competitive analysis:

Study for content strategy

  • To understand services provided by other companies

  • problem areas they cater to and their reach

Study for website functioning and look

  • Looking at websites from a visual design perspective, in terms of layout, UX as well as UI aspect

GATHERING INSIGHTS

Insight collected from research:

  • Value proposition of each feature to be communicated to the user (hospital)

  • The final goal of the product/service is: creating a feedback loop, a patient satisfaction map

  • Tmpove HCAHPS scores and reduce hospital readmissions by achieving better health literacy and improved patient satisfaction. 

  • Brand Attributes:

  • Credible, up to date, modern, approachable, to some extent - homely, 

  • Lana Health's tagline: Lana is with you at each stage of your care journey 

INFORMATION
ARCHITECTURE

Lots of A4 sheets were used at this stage of jotting down navigation alternatives and sketching out ideas

WIREFRAMING

Color coding and ideating in layers once basic page layout was achieved

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Each color zooms in on a specific area, I wrote down the information to be conveyed in a specific section, questions if I had any and ideas for visual representation of information

Iterations for information architecture

Iterations for each page

Iterations for each section on a page

STYLE GUIDE

Snippet of the icon set in Brand Primary colors and Black

Snippet of the icon set with brand pastel palette backgrounds.

A simple squiggly line can make a difference. Abstract elements in the form of lines and shapes are used across the website . These have been used to highlight, emphasize areas and add visual interest to the site.

I designed a set of handdrawn 26 icons.

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Lana icons are used across the marketing website. They help clarify the message by improving visual interest. 

Here is an iteration of the happy face: 

the smile on the left has a tapering, grainy stroke, the smile on the right has an even, clean stroke

FINAL SCREENS

Product Section:

Landing Page:

Iterations

All product names, trademarks, logos, brands and other similar items referenced on this website are the property of their respective owners. Their names used in this website are for identification purposes only and does not imply endorsement.

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