UPS HEALTHCARE

RESPONSIVE WEB DESIGN

This project explores the challenge faced by UPS Healthcare to establish a distinctive brand experience tailored specifically to healthcare digital strategy and goals while maintaining the consistency and cohesion of Corporate UPS.com, resulting in a delicate balance between Brown vs. Blue.

Overall goals for the reimagined responsive web platform were to empower audience relationships, modernize and differentiate the brand, while simultaneously connecting the existing disparate digital assets to efficiently deliver one polished digital experience.

Creative Direction  |  Research & Analysis | Content Strategy User Personas  |  Information Architecture  | UI Design  | Responsive Design  | Style Guide

UPS HEALTHCARE

RESPONSIVE WEB DESIGN

This project explores the challenge faced by UPS Healthcare to establish a distinctive brand experience tailored specifically to healthcare digital strategy and goals while maintaining the consistency and cohesion of Corporate UPS.com, resulting in a delicate balance between Brown vs. Blue.

Overall goals for the reimagined responsive web platform were to empower audience relationships, modernize and differentiate the brand, while simultaneously connecting the existing disparate digital assets to efficiently deliver one polished digital experience.

Creative Direction  |  Research & Analysis | Content Strategy User Personas  |  Information Architecture  | UI Design  | Responsive Design  | Style Guide

CONCEPT

QUALITY FOCUSED PATIENT DRIVEN

Connecting healthcare innovators and patients within the supply chain

Seeking to communicate UPS Healthcare’s depth and breadth of expertise in leading innovative patient-centric supply chain capabilities across health sectors, the challenge from a design point of view was to create a fresh distinct brand experience while leveraging the existing UPS subsidiary platform and application infrastructure.

The intention was to maintain UX consistency with the larger UPS site and reuse as many existing components within the UPS DSM as possible while creating an opportunity for UPS Healthcare to differentiate its unique capabilities and solution offerings.

CHALLENGE

Create an opportunity for UPS Healthcare to establish a distinctive brand identity within the family of Corporate UPS, Brown vs. Blue and expand its digital footprint with a state of the art web experience.

SOLUTION

Provide a refreshed healthcare experience with the design of a responsive web solution focused upon improving customer experience and increas- ing engagement while establishing a one stop shop for insights, information, and research related to healthcare.

RESEARCH & ANALYSIS

What is the competition doing and how do they do it?

Leading competitors were reviewed and analyzed with respect to overall content strategy, thought leadership, navigation best practices and breadth of services.

Authenticity and brand impression were evaluated as well as close examination of the online ordering and supply chain journey and experience.

FED EX

Courier

CEVA LOGISTICS

Logistics

KUENE & NAGEL

Transport Logistics

DHL

Courier

RESEARCH

FORCES DRIVING THE INDUSTRY

CONTENT STRATEGY

How is healthcare changing and what is our response to these challenges?

Striving to establish credibility as a healthcare company that does logistics, the main objectives for the UPS Healthcare website are to position offerings closely to the target audience’s needs.

Healthcare verticals are incredibly specific and to ensure credibility in the space the top priorities were to create personalized user experiences including robust content with thought leadership articles, current news and solutions offerings in addition to rapid quotes, tracking support and account management.

CONTENT

UPS HEALTHCARE PORTFOLIO

MEETING THE CHALLENGE

Disruptors and fast paced changes drive the global healthcare industry and UPS Healthcare constantly strives to meet the challenge and accelerate patient-centric supply chains across key sectors. Key logistic capabilities include the patient experience, warehousing and distribution, international expansion and supply chain optimization.

Designed to present UPS Healthcare as a different type of healthcare logistics company, the website emphasized the tagline “Quality Focused, Patient Driven”,  positioning the brand’s patient first focus through a passion for quality and innovation across global supply chains.

PASSION FOR
QUALITY

CUSTOMER-CENTRIC
FOCUS

INNOVATIVE
TECHNOLOGY

PEOPLE & PROCESS
LOGISTICS

GLOBAL SCALE
SCOPE

USER PERSONAS

Who will visit the site and what are they looking for?

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INFORMATION ARCHITECTURE

Building the information architecture of the UPS Healthcare Portfolio

UPS Healthcare solutions are extensive, encompassing transportation and supply, health industry logistics, the pharmaceutical industry, clinical trials and cold supply chain services.

Clear understanding of the content to be presented and the needs of the user was critical in order to structure the information space.

The challenge was to present this information in an easily accessible tiered framework to accommodate a variety of users.

DESIGN

KEY FEATURES

SOLUTIONS

LEARNING CENTER

GLOBAL NETWORK

NEWS

PROCESS

SITE MAP

PROCESS

WIREFRAMES

Visually mapping features and identifying components

Wireframes are an exciting step as they show research and ideas coming together in a tangible form. Starting with these low-fidelity frames, and then strategically adding detail moving through itinerant stages of development, these mockups allow focus on the fundamental structure and navigation over beautiful visual design and complex features.

The templates provided drafts for the team to work on in the PI planning stages identifying content organization, while also giving the development team a lead on which existing UPS library components we would need to leverage for the new brand.

UI DESIGN

Experienced. Efficient. Innovative.

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DESIGN

MOODBOARD

DESIGN

COMPONENT MAPPING

The design challenge was to adapt and evolve the existing UPS 3.0 design system, creating an independent Healthcare experience tailored to specific healthcare digital strategy and goals.

Building blocks were designed with the intention of leveraging existing features, components and capabilities in order to align with corporate UPS, but simultaneously re-imagining and creating autonomy for the UPS Healthcare brand.

DESIGN

STYLE GUIDE

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