- August 06, 2020
The Client’s Challenge
Healthworx (the innovation and investment arm of CareFirst BlueCross BlueShield) and LifeBridge Health built an incubator to support innovative health care startups. They wanted to attract companies to be part of their year-long incubation process in order to provide them with investment, expertise and support. The CareFirst and LifeBridge teams were looking for a company to help them through the process of brainstorming, designing, and building a site to support this large effort.
The project kicked off with an in-person design sprint including stakeholders from both CareFirst and LifeBridge Health, the Innovation Center building architects, and our design team. Our team conducted a stakeholder survey to understand the clients’ individual goals regarding branding, audience, tone, and image. After gleaming insights from the feedback, we presented the results anonymously to reveal where the stakeholder visions for the Innovation Center were aligned and discussed feedback that differed. Feedback from the survey helped define the mission for the design and established a foundation for expectations for the following exercises.
- Wireframing – The next exercise focused on conceptualizing the clients’ vision of the landing page design. Through creating rough sketches and reviewing other people’s designs, the clients were able to visually communicate their ideas and needs for content. Next, the clients voted on features they found most and least important. Our team analyzed this feedback to understand what the clients wanted and created the initial information architecture for the website.
- Branding – The final exercise had our team facilitate a discussion between the clients to deliberate the new brand for the Innovation Center. While the brand concept was still in its early stages, having stakeholders from both partners in the room provided the opportunity to start discussing what content was needed. Our design team helped lead conversations and provide expertise on tone and color psychology, which will be used for both the website design and architecture of the incubator’s space.