The main goal and the challenge

The request was simple. To create a digital application that could scale our client's supportive services for Cancer patients for the last 25 years. In this period of time, our client, based in NYC, has been connecting patients with survivors allowing the latest to provide guidance and support during the arduous journey.

NOTE: Probably one of the most exciting projects I've ever done, I had the opportunity to work as a Design Director and Design lead for this project. This successful and touching project could not be successful without the participation of an incredible team of designers, product managers, and developers, but overall, thanks to the client's vision and participation. Their commitment and passion made it possible to design and make it real.

An app and a brand

The challenge was creating a whole new brand at the same time we were creating the application. We defined a lean approach to create the naming and the brand and tried to define some attributes the brand had to transmit. Optimism, trust, diversity, and guidance were the key drivers we tried to transfer as a core experience. To achieve it, we created a series of illustrations that could represent the different roles and archetypes we detected during our research period and tried to work with a positive mood set by them in combination with a (cheerful) yellow color.

Research and behavioral design to design a perfect onboarding

For this project, we counted on a new approach. A quick research time we based on a framework based on Behavioral Science. Guided by our brand new Executive Director for Behavioral design, we counted on his guide to approach the interviews with a different lens, understanding and defining with clarity the behaviors this application needed to provoke as those it needed to beat.

The team made a great effort (in a record time) to go deep into a very sensitive topic with an audience it was clear was living in a situation we needed to empathize with. So they did it. With outstanding professionalism, they approached patients with care and honesty so we could generate the trust needed to talk about the situation and the phases in the journey and understand their emotions and needs during all of them. This was a critical factor in creating a product to build trust.