Becoming a Trusted Brand
A web strategy and design playbook to help Kaiser Permanente become one of America's most trusted healthcare brands.
Kaiser Permanente
2021
Web Strategy, UX Design, Design Systems, Brand Experience, Digital Design
Group Creative Director
Web Strategy, UX Research, Visual Design, Design Systems, Content Strategy, UX Design, Brand Strategy, User Research, Interactive Design, Content, Art Direction
7 months
Members served
User interviews conducted
Design solutions delivered
Who We Designed For
Health-conscious consumers seeking a trusted healthcare partner
Prospective Members
Health-conscious individuals researching healthcare options who want relatable, actionable health information rather than clinical encyclopedic content
Current Members
Existing KP members seeking engaging health content, interactive tools, and personalized experiences that feel modern and trustworthy
Digital-First Audiences
Younger demographics who expect mobile-first, social-media-inspired content experiences from healthcare providers
The Challenge
Kaiser Permanente's web presence was fragmented across three separate front doors with differing taxonomies and visual languages, creating disjointed user experiences. Medical photography felt cold, clinical and uninspiring, featuring clinical treatments rather than wellness-focused imagery. Valuable video and audio content remained buried and inaccessible behind multiple page layers.
"Three separate front doors with differing taxonomies created disjointed user experiences."
Research & Discovery
We conducted comprehensive research to understand user needs and identify opportunities for differentiation.
User Research
Conducted 12 user interviews to understand how health-conscious consumers engage with healthcare content. Users felt generic information wasn't personally applicable and expressed preference for scannable, actionable information.
Stakeholder Alignment
Facilitated 9 stakeholder interviews to understand business goals, brand aspirations, and technical constraints. This collaborative approach ensured design solutions would be feasible and aligned with organizational priorities.
Competitive Analysis
Audited 6 competitors to identify industry best practices and opportunities for differentiation. Analyzed hundreds of data points to inform strategic recommendations.
Core Insights
Our research revealed four key opportunities to transform the Kaiser Permanente digital experience.
- Emotional health journeys over encyclopedic content—users felt generic information wasn't personally applicable
- Structured short-form content—users expressed preference for scannable, actionable information
- Interactive tools for engagement—symptom checkers and personalized experiences build trust and enable data capture
- Care guidance focus—users wanted actionable next steps, not just problem identification
Design Solutions
We developed ten interconnected design solutions to address the identified opportunities, creating a cohesive playbook for digital transformation.
Relatable Health Journeys
Replaced hub pages with personalized health experiences featuring diabetes and maternity journey templates. Users navigate content that feels relevant to their specific health situations rather than generic medical information.
Expert Content Highlighting
Positioned KP specialists as trusted medical voices, differentiating from competitor 'hearsay' content. This approach builds credibility and encourages repeat visits.
Elevated Video Content
Brought buried video to prominence for better information retention. Users noted experiences felt 'captivating, flows logical and seamless.'
Interactive Tools & Assessments
Developed polls and assessments to unlock personalized content. Users were comfortable sharing data with trusted platforms, enabling valuable email capture and engagement.
Mobile-First Short-Form Content
Repackaged existing content using social media paradigms for mobile-first design. User feedback: 'It's alive, energetic and I want to learn more.'
Visual Design Philosophy
We sought to transform healthcare from 'confusing, daunting and clinical' into 'friendly, approachable and relatable.' Drawing from Douglas Boyd's modern KP logo concept, we emphasized warmth and caring, quality and professionalism, and a progressive feeling throughout all touchpoints.
"Transform healthcare from confusing and clinical into friendly and relatable."
Modular Design System
We created a flexible visual language scalable to future health journeys. The modular design system includes consistent style tiles and components that enable teams to build new experiences while maintaining brand coherence. This approach ensures the design work has lasting impact beyond initial implementation.
- Consistent style tiles establishing visual language
- Reusable components for rapid page assembly
- Flexible patterns adaptable to new health topics
- Seamless integration across social and web touchpoints
The Impact
The work established new standards for future KP digital initiatives. Teams continue building upon the visual language and presentation assets. The 'blue sky' thinking approach encouraged breaking conventions and redefining brand experience rather than making incremental improvements.
"This work is gorgeous and blossoms with possibilities. You nailed it by focusing on an emotional journey of someone seeking better health."
“This work is gorgeous and blossoms with possibilities. You nailed it by focusing on an emotional journey of someone seeking better health.”