Nuvo —
Brand Strategy, UX/UI
Establishing a design system to implement across Nuvo’s site for the desired audiences.
Overview
Nuvo is the world’s first FDA approved remote pregnancy monitoring platform. There is a large maternal/fetal health crisis, Nuvo believes the future of pregnancy care is rooted in telehealth. Through their modern AI technology, Nuvo provides an interface and physical band for direct connection between patients and physicians.
The aim of this project was to refresh the Nuvo brand while creating multiple user journey experiences on the website to target the two major audiences: Patients and Physicians.
Role & Duration
Lead Designer—Team of 5
October 2022–December 2022
Color psychology was a big factor in the storytelling of the site. With collaborating with the Nuvo team, identifying their archetypes through workshops — we were able to target the human emotion while still appealing to the medical world for the clinicians.
Beginning to create a style guide for the site, we were able to continue to emphasize the color choices, which only support the narrative of the site.
Throughout research, workshops and collaborating with the team, the conclusion was there was a clear user journey for their audiences.
The audiences the Nuvo team need to target are Patients and Clinicians. Their current site mixes the messaging for both audiences together.
The problem we are trying to solve is how to distinguish messaging for each audience on one site.
When given the desired content that would live on the site, the next stage was to start the Information Architecture of the site.
Nuvo's current color palette consists of earth tones, having a forest green as their main color with many accent colors. Based on their current branding guidelines, there are no rules set with the colors for psychology and storytelling. Once we developed the story we needed to tell on the site, we began wireframing for lo-fi's.
Settling on the layout of the story, sprinkling in moments of empathy with chosen photography, we decided best for the user experience was to have the Patients be the new salmon color and Clinicians be the new emerald green.
