Kiweno Personalized Health
User-centered
Branding and
Website Relaunch
We supported Kiweno with the relaunch of their website, incorporating user-centered methods and workshops. With the new focus on their brand image, we guided them in sharpening their business goals, differentiating from the competition, and communicating all of this through a new branding.
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Background
Kiweno helps people take control and monitor their own health. They provide a wide range of services, to give people the tools they need to live healthier lives. Their service offering began simply by providing home testing kits for a variety of nutritional deficiencies or conditions.
However, as the personalized health market grows, they have expanded to offer a diverse range of monitoring and treatment solutions, as well as general knowledge.
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Challenge
Increased competition, evolving business goals, and a new brand language meant it was time for a change.
Health is a private and complex topic that requires us to put ourselves in the shoes of real users and understand their needs and problems. The diverse range of products must be effectively organized and communicated with explanatory background information.
We took this opportunity to redesign Kiweno’s website from the ground up in a user-centered way.
Project Process
We began with a comprehensive research phase, conducting internal analysis and customer interviews to identify current issues and user goals on the website. We brought together quantitative and qualitative data to understand the core of internally perceived problems.
The comparison of Kiweno’s business goals and an extensive competitor analysis helped us to focus on Kiweno’s competitive advantage and unique selling points as the project progressed.
By repositioning and prioritizing the requirements and issues from the customer’s perspective, we developed a new, cohesive website concept. We visualized the concept in an expandable information architecture. Based on the corporate design and the Kiweno persona, we developed the visual language and the UI design, which we mapped in a comprehensive design system.
Workshops
The basis of our collaboration was a series of collaborative workshops in which we were able to gather the voices of the entire Kiweno team and work iteratively on new solutions.
We started with a kick-off workshop to outline the entire project and its goals. After the research phase, we used a journey mapping workshop to lay the foundation for the conversion funnel from the user’s perspective. During the development of the wireframes and UI design, we held several thinking hats workshops to put the outlined solutions to the test and further integrate the findings from the research phase into the concept.
If you want to know more about our workshops and trainings, check out our Empatic Academy page.
Methods we used
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Art Direction
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Competitor Analysis
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Critical Assumptions Mapping
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Design System
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Discovery Workshop
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Heuristic Evaluation
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How Might We Questions
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Information Architecture
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Jobs to be done
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Journey Mapping
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Outcome-Driven Innovation
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Personas
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Prototyping
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Prototyping & Usability-Testing
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Requirements Mapping
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Strategy & Concept Development
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User Stories
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User Test
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UX Research
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Wireframes & UI-Design
Outcome
The result of the project is much more than just a new website. Through the co-creative process, we worked together to develop a concrete understanding of Kiweno’s brand message and translated this into a user promise with the help of the website.
- Information Architecture
A complete redesign of their digital presence to unify their product and sales objectives, while positioning the brand as a healthcare opinion leader. The design is built to be flexible and adaptable so that it can grow and continue to adapt to changing markets in the future. - Screen Designs
Responsive designs for the current website, covering all different types of pages and built with the new information architecture. - Design System
Completely new branding captured this new Kiweno identity, and marks this new chapter in their company’s story. This includes a complete style guide as well as image guidelines, content guidelines and functional components.
