Vasowatch is a rapidly growing med-tech startup focused on women's health during postpartum. They wanted assistance with branding and building out their website to present to prospective investors and collaborators to help get their product made.
How do you stand out in a crowding field of startups competing for attention and money while maintaining careful consideration to imagery, language, and overall aesthetics to ensure that the website appeals to and resonates with a broad spectrum of women in the med tech space.
Employing a user-centric approach, the analysis involved in-depth navigation through a number of women's med-tech brands that share a similar aesthetic and target a similar consumer base. Once this was done I was able to identify commonalities between their sites.
Every site does a good job of communicating an immense amount of information and data in an interesting way. This is vital to informing users without boring them.
Clear & Concise
Bulleted sections that highlight features, facts, etc. are helpful to cover a wide range of topics. They boil things down to the most important information up front and allow for more in-depth reading further in.
Their mission statement is clear from beginning to end and is reiterated throughout. All of their information is meant to support this statement. It's the main driving force of the website's story.
I began the design process with exploratory sketches. The sketches focused on a mixture of landing pages, data presentations, and forms. Through these initial sketches I hoped to build a strong framework in order to expand through the rest of the site.
Data over Image
Context for data
Image w/ Quote
From my solution sketches I developed greyscale mid-fidelity wireframes. With a quick turnaround and a hard deadline to have the site done for pitch meetings, the process from LoFi to HiFi was expedited, with copy, final images, and color being injected immediately after the initial wireframing stage.
Built out basic wireframes based on initial sketches
Build out, design, and write copy for sections
Wordmark & Icon
With an already established wordmark, we worked to maintain what the company had already designed while developing it into what the brand while move towards.
With the block lettering we wanted to communicate the professionalism and efficiency of the brand. Their product is focused on saving lives and using words that are clear effuses confidence in the brand and the product.
For the logo, we wanted to capture what the product is aiming to do. Using the brand colors, we made an abstract DNA strand to stand for how the technology tracks the mother's health data. It also doubles as a watchful eye, again reassuring the consumers that they're there to help.
White on Black
Black on White
Final HiFi Design
As we made it through the final construction of the site we honed in on final visual style and how to best tell Vasowatch's story. The visual style isn't just about being unique; it's about keeping things clear and impactful. We've integrated data visualizations with relevant imagery to keep users' engaged
After launching the final site, we've continued to update as new information becomes available.