CONCEPT
QUALITY FOCUSED PATIENT DRIVEN
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
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
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
The focus here is upon SMB customers and the process of leading them through the complexities of their supply chain. UPS Healthcare works with many third parties that ship various types of medicines including vaccines and hospital equipment. These customers go to the site for information and quotes on shipping, tracking, and account management.
INFORMATION ARCHITECTURE
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
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
As Design Lead for the UPS Healthcare responsive website, I was responsible for establishing the visual aesthetic and creating a distinctive brand identity. I worked extensively with the client to strategically position the brand within the family of Corporate UPS while simultaneously establishing its own presence, forging a balance between Blue vs Brown with the visual design of components, templates, iconography and imagery.
The challenge was to maintain UX consistency and patterns with the larger UPS site, reusing as many existing components within the UPS Design System as possible while creating an opportunity for UPS Healthcare to differentiate its unique capabilities and solution offerings.
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
