Medow ⎯ Launching an AI medical startup to Australia’s specialist medical practices.
⎯ Medow Health is an Australian startup supporting doctors, to elevate their specialist practice and spend more time with patients. After 12 months in stealth mode, Medow sought an official launch.
Userkind was asked to apply our UX strategy and design in crafting a high performing website to establish the brand, simplify a complex product and quickly build trust in its benefits and security, to effectively convert interested doctors into demo bookings.
Services
Art direction
Brand identity
UX Design
UI Design
Content Modelling
CLIENT
Medow Health
Development
Medow Health
Structuring the messaging
Explaining Medow Health involved several challenges. The simplicity of use, yet rich set of features needed clear communication and decision-makers’ varying roles required different approaches to information and hierarchies. Preconceptions about technology and its limitations in medical practice eclipsed the understanding of the powerful capabilities unlocked by this innovation. Addressing these issues required a strategic approach to UX and UI design.
Userkind adopted a succinct UX strategy of ‘tease and delight’, rather than over-explain, to inspire leads to make contact. Our content modelling process broke down the array of messages into a visible hierarchy. Applying the principle of economy of words, we captured the essence of features as headlines and snippets, to enable quick scanning of the page, aided by diagrams and iconography to for instant recognition of the benefits.
Inspiring through UI
Ensuring Medow Health stood out effectively in the market required a creative and strategic design approach. With no existing brand legacy, it was crucial to differentiate it from other medical service products, build trust and highlight its unique innovation. Limited access to images posed another challenge, as stock photography often lacks authenticity, and images of dashboards and app interfaces risked appearing uninspiring.
We addressed these challenges by creating a colour palette that reflects the innovative AI space, using a restricted combination of colours for simplicity and focus. Stylised app interfaces were presented as diagrams to align with the branding style. Space and colour were used strategically to section out different messages and areas of information. Subtle animations added interest to the page, while iconography and typography, featuring large headlines contrasted with smaller body text, ensured clarity and engagement.
An exemplar of client collaboration
As a start-up, Medow Health faced the familiar challenge of crucial information held by only a few people, with little documented knowledge or user feedback readily available. Despite this, the team had a clear alignment on the brand message and company direction and collaboration was a critical factor to unlocking the information.
In our experience the best results are always achieved with close client collaboration in the solution. In this project we drew on our design capability, technical understanding and marketing experience to guide the solution, while actively engaging the team through workshops, open conversation and participation tasks, to draw out the details that built a successful, high performing website, as the foundation for marketing and growth activities.
Userkind is a digital design agency in Sydney founded by Lucie Bertiau & Garreth Wills.
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