Kaiser Permanente

Becoming one of America's most trusted medical brand

Client

Kaiser Permanente

Twitter

Services

User Experience and Interface Design

Industries

Medical

Date

June 2022

O1

O1

Discovery

Discovery

About

Kaiser Permanente partnered with YML to craft a vision for a unified experience that will boost brand awareness, and influence digital-first, health content seekers to return to KP.org as their trusted source of health content, ultimately increasing membership. Internally, our goal was even loftier: Help KP become one of America’s trusted brands. As one of three designers on this project, I collaborated daily with KP design leadership and strategists, conducted and synthesized research, defined a new visual language and delivered prototypes, a digital playbook and a UI kit. Our recommendations are expected to be rolled out gradually over the next few years.

Kaiser Permanente partnered with YML to craft a vision for a unified experience that will boost brand awareness, and influence digital-first, health content seekers to return to KP.org as their trusted source of health content, ultimately increasing membership. Internally, our goal was even loftier: Help KP become one of America’s trusted brands. As one of three designers on this project, I collaborated daily with KP design leadership and strategists, conducted and synthesized research, defined a new visual language and delivered prototypes, a digital playbook and a UI kit. Our recommendations are expected to be rolled out gradually over the next few years.

O2

O2

Research

Research

Knowledge Learning

During our discovery, I collaborated closely with a KP researcher, a content strategist and our product manager. I wanted to understand our users' goals and desired outcomes, their content preferences, and how they currently engage with competitor sites and best-in-class content destinations.



During our discovery, I collaborated closely with a KP researcher, a content strategist and our product manager. I wanted to understand our users' goals and desired outcomes, their content preferences, and how they currently engage with competitor sites and best-in-class content destinations.



12

12

User Interviews

User Interviews

2

2

User Group Types

User Group Types

9

9

Stakeholder Interviews

Stakeholder Interviews

6

6

Competitors Audited

Competitors Audited

During our research, we also examined the unique challenges presented by COVID-19. Remote interviews and surveys revealed a growing reliance on digital healthcare solutions, but we discovered a critical gap in how users accessed telehealth services and fulfilled prescriptions online. Many members found the experience fragmented—navigating between separate platforms for appointments, medication refills, and follow-ups. These insights highlighted an urgent need to design more seamless, integrated digital touchpoints that could support members’ healthcare journeys end-to-end.

During our research, we also examined the unique challenges presented by COVID-19. Remote interviews and surveys revealed a growing reliance on digital healthcare solutions, but we discovered a critical gap in how users accessed telehealth services and fulfilled prescriptions online. Many members found the experience fragmented—navigating between separate platforms for appointments, medication refills, and follow-ups. These insights highlighted an urgent need to design more seamless, integrated digital touchpoints that could support members’ healthcare journeys end-to-end.

#TheChallenge

#TheChallenge

“We faced the challenge of redesigning an outdated, complex design system into a calming and inviting experience that could adapt across different regions without relying on red. At the same time, we needed to ensure users could seamlessly connect with doctors, refill prescriptions, and track their medication fulfillment in one integrated platform.”

O4

O4

Our Approach

Our Approach

Human-centered

"We are committed to building a safer Twitter community for everyone. Thank you for taking action and helping us keep this space welcoming for all. Reporting harmful content is crucial, and we’re here to support you in making Twitter a better place. Our team is actively working to address violations and will keep you informed with real-time updates."

"We are committed to building a safer Twitter community for everyone. Thank you for taking action and helping us keep this space welcoming for all. Reporting harmful content is crucial, and we’re here to support you in making Twitter a better place. Our team is actively working to address violations and will keep you informed with real-time updates."

05 Perspective

Community

This design style fosters community by creating a unified, accessible experience that connects members to care and to each other.

Inviting

The calming visuals and approachable interface make healthcare feel more welcoming and less intimidating for Kaiser members.

Reassuring

By providing clarity, consistency, and ease of use, the design style reassures members that their health needs are supported with trust and reliability.

O6

O6

Design Show Case

Design Show Case

O7

Reflection

Reflection

What we learned

Trust is Built Through Transparency and Consistency

Trust is Built Through Transparency and Consistency

Trust is Built Through Transparency and Consistency

Trust is Built Through Transparency and Consistency

Empathy is Key to Shaping User Perceptions

Empathy is Key to Shaping User Perceptions

Empathy is Key to Shaping User Perceptions

Empathy is Key to Shaping User Perceptions

A Unified Identity Drives Engagement and Recognition

A Unified Identity Drives Engagement and Recognition

A Unified Identity Drives Engagement and Recognition

A Unified Identity Drives Engagement and Recognition