Project Info
Scope
We wanted to take the opportunity of the branding refresh to update the Eucalyptus website to create a stronger brand perception to position the company more prominently within the healthcare industry.
Overview
In 2024, Eucalyptus was poised to unveil a new, more focused mission—become a global telehealth provider building a safe, effective and accessible future for medicine. The senior designers in the company worked on an updated brand identity which was handed down to me to apply to across all touch points.
The biggest chunk of the work involved redesigning the Eucalyptus website. However, we had a limited timeline and resources to pull this off so I had to be strategic about which pages to prioritizes and making the whole process easier for everyone involved.
A homepage that can speak to different audiences
Eucalyptus is a global telehealth provider with five digital clinics—Juniper, Pilot, Compound, Software and Kin. Rather than patients of the digital clinics, the users of the website actually consist of the media, medical community, government regulators, and career-seekers.
The homepage has to convey:
the company's mission and committment to patients,
information about the digital clinics, and
the opportunities available for career seekers.
The first impression
I wanted the first five seconds of the website experience to answer the most important question: What is Eucalyptus? This is quite important since the company's name isn't related to tech and/or healthcare.
The loading screen serves two purposes: (1) to reinforce the branding and (2) to allow for the video to load fully. To answer the question, I opted for a big, bold statement paired with a video of the company's different digital clinics. Since Eucalyptus is in the healthcare space, it was important to highlight the impact that the company has on their patients.
Making it easy for users to find what they need
The next section is a choose-your-own-adventure. Depending on who the user is, they might want to visit different parts of the website. The media and medical professionals will be more interested in learnign about the digital clinics, government regulators will look for the patient safety information while career-seeking individuals will be looking for open positions.
The mission statement is highlighted in its own section as it is important for a healthcare company to convey its committment to building offerings that support the patients and their complex healthcare needs.
Introducing the digital clinics
One of the challenges of the homepage is showcasing the different digital clinics without overwhelming the user. Each clinic has its own mission and a different patient profile.
I designed an information slider with button navigations that allow the user to select the specific digital clinic (as opposed to dots or arrows). Each slide gives each digital clinic the space to convey their specific mission, who their patients are and the links to their own websites. To create curiosity and visual interest, I've added a faded sneak peek of the other digital clinics which creates a tactical feeling of browsing through the slides.
Simplifying the design process for all collaborators
We only had a limited amount of time and resources (copywriting and development) so it was important to simplify the process. I focused on creating consistency and clarity throughout the website and introducing delight every now and then to highlight certain content.
Using design patterns
Being in the healthcare space, I want the website to remain professional while maintaining an look of modernity. By using the same design pattern for the each page, it becomes easier for the user to read and for developers to build.
Leveraging subtle animations
To highlight certain sections, I designed some elements to have subtle animation that helps the users focus on the content. The animations also made longer pages more interesting to scroll through without it overwhelming the user.
Updating recent blogpost thumbnails
It wasn't feasible at this point to update every single blogpost thumbnail and assets so we compromised by updating the most recent ones featured in the Blog page and the ones featured on other pages. This ensures that all the blogpost cards shown within the top-level pages of the website have cohesive branding. The rest can be updated gradually over time.
When priorities shift mid-project
During the middle of the website redesign, the company underwent organizational changes and I was moved to a different team. Brand-related work was deprioritized so the redesign project was paused. However, I made sure that while some pages were not redesigned fully, core elements such as colors and fonts were applied to maintain visual consistency.
The website was designed with longevity in mind so I have built components and templates to make creating and updating the website easy and fast. Any designer can pick up the Figma files and continue the redesign when the company is ready to prioritize it again.