How can we evolve Intermountain Health & SCL Health into a unified brand identity and develop a scalable, cohesive design system?
Strategy Timeline
Our beginning strategy was based on phasing the release of branding within areas of our product. However, we were faced with the ultimate challenge leading in changing this strategy to be executed within weeks.
Some challenges we had to consider when creating our strategy was a tight deadline, compatibility issues with existing frameworks, and curating digital specifications from scratch.
design principles
Audit & Annotate cross platforms
Audit, annotate, and mockup all three page levels for review and implementation by engineers
Standardizing Assets and Framework
Ensure consistent implementation for all components in framework and remove any inconsistencies
Design System Curation
Craft our design system and library for Consumer Digital Experiences based on branding guidelines
Auditing for seamless brand integration
We audited three levels of our page for branding prioritization across web and mobile, focusing on design assets such as typography, color, and UI elements. The audit provided detailed guidelines for engineers to seamlessly integrate updates into the code library and unify the framework.
Labs & Appointment Widget
Lab & Appointment Widgets were updated with styling, typography, colors, and spacing, with new icons and avatar styles
Navigation & Logo
Update
Main navigation with enhanced icons with new style and color, a new logo, and simplified resources
Provider & Messaging Widget
Providers and Messaging widgets were enhanced with new buttons, typography, colors, and spacing
Design system
Refining Typography for
Responsive Design and Scalability
Before
The brand agency provided us with a font package containing a serif and sans-serif font to implement. However, it posed a challenge due to its sizing, accessibility, and device adaptability.
After
We created and recommended a larger font, by 2 pts recommended and a higher contrast for typography color. In addition, the serif 'Rector' to not be utilized for responsive design and only for main static images.
Design system
Adjusting Icons for Clear Status
Indicators and User Clarity
Before
The main iconography was provided by the brand agency, along with use cases for gradient-heavy colors in the iconography. They also recommended using their third-party vendor for our icon system, raising concerns about device adaptability, compatibility, and potential impacts on user adoption.
After
We recommended using color gradients in iconography specifically for navigation icons to indicate 'active' status, rather than applying them to all icons in the app. Additionally, we suggested selecting Cobalt for informational icons and Dark Blue for indicating 'inactive' status.
Design system
Strengthening Color Contrast
for Accessibility and Button Visibility
Before
As previously mentioned, the color palette posed a challenge in meeting accessibility standards; the close similarity between the primary color and the primary button color compromised clarity and could hinder users' ability to identify key interactive components.
After
We recommended a higher contrast for typography color and switched the use cases of primary and secondary colors for main button components to address color overload, enhancing button visibility and ultimately increasing user engagement. (Typography color recommendation can be viewed in Typography section)
I had the opportunity to implement the brand colors ahead of our updated timeline. During this phase, I recommended the significant change to the primary and secondary colors for the main button component.
Design system
Increasing Button Component Size
for Improved Mobile & Web Responsiveness
Before
Our button components were provided by the branding team. However, as previously described, the sizing was very small for mobile screens and brought concerns for visibility and touch responsiveness.
After
We optimized responsiveness by increasing width, while creating distinct components for web and mobile to enhance visibility, touch responsiveness, clickability and usability.
Design system
Simplifying Button States to enhance
Visual Clarity through Color & Shadow Adjustments
Before
Our button components were provided by the branding team. However, as previously described, the colors were changed not only in their main state but also in other states. We created and recommended use cases for text buttons and hover states for all buttons.
After
We removed gradients from all component states, opting for solid backgrounds or double outlines to signify state changes. Text links will be utilized within the body and paired with solid color buttons when positioned outside of paragraphs. Additionally, we introduced a new component that features a refined drop shadow.
Creating Design Tokens
for a Unified Framework
We encountered challenges with the code framework and naming conventions, which we worked to streamline. Collaborating with development, we updated the code library, standardized terminology, and improved documentation clarity. While progress was made, the framework is still evolving to address edge cases
500k+
2 mo
launched our brand release within 2 months
Reflection
Documentation was stability in chaos
Documentation was an anchor in ensuring consistency in designs, fixing bugs and reviewing finals as we moved at lightening speed.
Collaboration is key, not a cliché
As often as we preached, this tested our ability to dynamically collaborate as a team in our hub, across departments and the entire organization. It truly was all hands on deck and amazing to see the synchronization.
Limitation breeds creativity
With limited time, we were able to push ourselves to be more creative in our solutions. Rather than doubting, we prioritized rapid brainstorming that led to unexpected solutions.