One Ro.A unified, holisticexperience.
Client
ro.co
Year
2021/2022
Expertises
Product Strategy
Product Design
User Testing
Deliverables
Product Roadmap
UX/UI/Motion Design
Design System
Create a patient-centric healthcare system that radically improves life for everyone of us
The healthcare landscape in the United States is marked by inefficiencies despite near $4 trillion in spending, resulting in a frustrating patient experience and inadequate technological integration. According to the West Health-Gallup 2021 Healthcare in America Report patients often encounter barriers to accessing care, especially for sensitive issues like sexual health and addiction, which can lead to anxiety and reluctance. To address these challenges, Ro, a direct-to-patient healthcare company known for Roman, Rory, and Modern Fertility, aimed to revolutionize the patient experience with a unified web platform at ro.co. This innovative platform serves as
the world’s first platform at ro.co This innovative platform serves as the world’s first vertically integrated primary care health hub, offering affordable, high-quality healthcare without the hassles of insurance. Ro.co seamlessly integrates telehealth, in-home care, diagnostics, labs, and pharmacy services nationwide, creating a personalized end-to-end healthcare journey. The experience flows from initial diagnosis through medication delivery and ongoing care, extending to the user-friendly iOS app covering all six care verticals. Ro is committed to empowering patients and enhancing their healthcare experience by removing barriers and fostering accessibility.
Earn Patients Trust
Our mission is to help patients feel cared for and earn theirtrust by anticipating their needs, proactively addressing theirconcerns, demonstrating expertise, and conveying the truepatient-centric of Ro —differentiating it from a typical U.S.healthcare-org or transactional D2C provider.
Our mission is to help patients feel cared for and earn their trust by anticipating their needs, proactively addressing their concerns, demonstrating expertise, and conveying the true patient-centric of Ro —differentiating it from a typical U.S. healthcare-org or transactional D2C provider.
TargetAudience
Ro patients are motivated
by the desire to get and/or
stay healthy so they can live a
more fulfilled life—mentally
and physically.
1.
The Ro audience is large and varied, and while it trends older and more white, it includes every type of person that you could encounter in the US — young and old, high-income and low-income, urban and rural.
2.
The majority of our patients do not look and live like most of our immediate circles. 88% of our members are over 30, and 70% are over 40. They do not
over-index on the coasts, but are evenly spread throughout the country.
3.
When it comes to their health, they can be thought of in terms of whether or not they've encountered a triggering event, such as a health scare, chronic condition, death of a family member or friend, or having kids, and how that has affected their mindset.
UserArchetype
Our patients fall into 2 user archetypes. Health to Gain and Health to Regain are interested in the same thing: improving their health. We find both user archetypes in every condition we treat because they are based on mindset—where they are starting from, how they feel about it, and what motivates them to seek treatment.
SECONDARY ARCHETYPE
These patients approach health as a way
of life that includes diet, exercise, mental
health, and medical health. They come to
Ro looking to unlock better performances
in areas that are important to them. And to
increase energy to take on their lives.
PRIMARY ARCHETYPE
These patients perceive themselves
as deficient in at least one area of their health
and are open to engaging with healthcare.
They come to Ro seeking control over the
condition holding them back and regaining
confidence in themselves and their health.
NumerologicalAnalogy
Health to Regain started from a negative
place and trying to get back to a level
they can feel confident in — essentially
going from -1 to 0.
Health to Gain is already at a level they
feel good with and are striving to get even
better — essentially going from 0 to 1 or 1 to 2.
Target Audience
Ro patients are motivated by the desire to get and/or stay healthy so they can live a more fulfilled life—mentally and physically.
1.
The Ro audience is large and varied, and while it trends older and more white, it includes every type of person you could encounter in the US — young and old, high-income and low-income, urban and rural.
2.
The majority of our patients do not look and live like most of our immediate circles. 88% of our members are over 30 and 70% are over 40. They do not over-index on the coasts, but are evenly spread throughout the country.
3.
When it comes to their health, they can be thought of in terms of whether or not they've encountered a triggering event, such as a health scare, chronic condition, death of a family member or friend, or having kids, and how that has affected their mindset.
User Archetype
Our patients fall into 2 user archetypes. Health to Gain and Health to Regain are interested in the same thing: improving their health. We find both user archetypes in every condition we treat because they are based on mindset—where they are starting from, how they feel about it, and what motivates them to seek treatment.
Numerical Analogy
Health to Regain is started from a negative place, and trying to get back to a level that they can fell confident in — essentially going from -1 to 0.
Health to Gain is already at a level they feel good with, and are striving to get even better— essentially going from 0 to 1, or 1 to 2.
Information Architecture
The previous experience only delivered solutions on table stakes, not what patients want and need. Our objective was to learn if all conditions under a global IA would increase awareness (total page views) of Ro’s offerings beyond one brand segmented by Men + Women conditions, products and treatments. So we unified Ro’s offering under a single front door – ro.co to increase xpoll and awareness of how Ro can holistically serve patients’ needs, reduce friction to discoverability, and elevate its positioning as a patient’s true partner in their healthcare journey.
Design for Essential. Then determine what needs Energy.
To improve health outcomes, we focus on helping patients with their desires to empower their needs. By blending simple, vibrant design with structural elements, we create an engaging brand experience. People want to make informed choices to make progress, so we combined simple, usable design with vibrance and energy to create the brand expression. Our aesthetic features a predominantly monochromatic palette, using gradients for guidance and allowing for moments of surprise. Following the 90/10 rule, 90% of our design utilizes Slate and White, ensuring functionality, while the remaining 10% adds energetic color. This restrained approach brings joy to patients on their journey.
We use colour gradients to communicate energy and vitality. Paired with the 90/10 rule, it refers to unlocking health and life. One of the best and most versatile uses of gradient text is on Slate, White & Plaster backgrounds. The Ro gradient set is designed with a11y accessibility rules to work on Slate in any text application over 24px, considered ‘Large text.’ H1, H2, H3, and H4 gradient texts are all AAA compliant.
Periwinkle – Flamingo
Pineapple – Candy
Violet – Seafoam
Tangerine – Sky
Teal – Marigold
Bringing it all together
Similar to Ro’s holistic approach to healthcare, we developed a scalable Design System to support future growth for the Ro design and product teams. Our primary goal is to establish a shared vocabulary that everyone can implement, adhere to, and utilize. This begins with a consistent and clear structure that we all follow, utilizing design tokens across all platforms. These tokens provide semantic meaning to otherwise abstract and raw values.
One Ro.
A global team andgreat outcomes
For 18 months, we worked remotely between nine time zones, 6 countries and 8 disciplines,
including UX Research, design strategy, product management, marketing, UX design, branding,
visual and motion design.
One Ro.
A global team andgreat outcomes
For 18 months, we worked remotely between nine time zones, 6 countries and 8 disciplines, including UX Research, design strategy, product management, marketing, UX design, branding, visual and motion design.
10k
Unique Impressions
We successfully launched the new Ro's website in September 2022 with 10k unique impressions per day.
38%
Successful Cross-Polls
38% of successful cross-polls (85.3/day) from the homepage originate in the’Other Offerings’ section in the first week.
34.3%
Successful Checkouts
38% of successful cross-polls (85.3/day) from the homepage originate in the’Other Offerings’ section in the first week.