Omada Health Website Refresh

Summer 2018

PROBLEM
Based on previous research and anecdotal feedback, we determined that Omada’s website did not provide a clear direction to B2B prospects as to where to find introductory information about the company’s program, cost details, and other audience value-based content.

THE CHALLENGE
(1) Clarify where site viewers should navigate to find information relevant to them, (2) update information to reflect latest product features, recognition, certifications, and outcomes, and (3) update visuals to best represent Omada’s brand.

ROLE
I was an intern for the summer and contributed explorations for the new brand, delivered final assets for web pages, and created a new illustration style.

Background

At the time, Omada was focused on being “a digital care program that empowers people to achieve their health goals through sustainable lifestyle change.” They provide programs for prevention, type 2 diabetes, hypertension, and behavioral health that help participants form healthy habits that last.

I was a visual design intern there in the summer of 2018, and one of the projects I worked on was the redesign of the Omada website to better reflect their brand and better speak to the different audiences coming to the site. Originally, the website was tailored towards the participant experience, which meant that B2B information for employers and health plans was hidden in other pages. In order to help the different site visitors find the most relevant information, we redesigned the landing, for employers, and for health plan pages.

Note: Since I was an intern Omada has gone through multiple visual refreshes. You can learn more about them and see the current site here.

Before

Before: a website that was focused mainly on the participant experience. After: easy to find content that’s tailored to different types of viewers

Highlights

Showcasing updated program features

One goal was to more clearly explain what the Omada program consists of and which conditions we support, so we designed some interactive sections for people to dive deeper into.

Building trust with social proof

We made sure to include testimonials from participants, employers, and health plans to showcase Omada’s outcomes, as well as showing stats to build trust.

Showcasing clinical outcomes

Omada’s credibility is also boosted by their CDC recognition, partnership with other health organizations and numerous peer-reviewed studies.

New illustration style

I created illustrations to add another visual element besides photography to the web pages. We ended up going with a vector line style that had an overlapping punch of orange.

  • I did explorations that all had a different look and feel, which we called Human First, Friendly Science, And Trusted Expert.

    We tested these concepts with 6 people to get their thoughts on which visual treatment and content best resonated with them. After synthesizing feedback, we saw that people overall liked Friendly Science most, but they thought the language used in the Human First concept worked best, and they enjoyed the sleekness of the Trusted Expert designs. So, moving forward, we narrowed towards a design that combined all of those concepts.

  • I did a ton of hand sketching and iterations to land on our illustration style, which was a combination of line art and punchy orange shapes. It was a challenge to make everything feel like a cohesive style

  • We tested different fonts with our designs to see which one would fit our brand voice best. We decided to use a serif to add a bit of whimsy and professionalism. After that, I defined our type ramp and created the style guided for the rebrand

Process snapshot

This is just a high level sneak peek of what my process was like during this project. I’m happy to dive into deeper detail upon request.

SKILLS TO HIGHLIGHT

Defining a visual system

Through this project I learned a lot about figuring out a brand’s personality and translating that into web design. You can’t think about any one piece in isolation (a brand is more than a logo!), so I got to practice playing with typography, colors, illustration styles and more to make a cohesive design language

Working quickly

I was able to work on this project up to the design handoff within half the time of my internship. I can explore and execute really quickly, especially with more visual design projects that give me energy

Want to learn more?