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 every one of us
The United States spends nearly $4 trillion on healthcare, making it the most expensive system in the world. Still, it remains inefficient, with a highly frustrating patient experience, a lack of interoperability between multiple technology platforms, and a significant challenge in developing seamless experiences accelerated during the COVID-19 pandemic, according to the West Health-Gallup 2021 Healthcare in America Report. Furthermore, patients want to control their health but face various obstacles. Either they can’t easily access it, or they don’t want to be seen going to a specialist in sexual health, skincare or smoking
addictions — and even talking to a doctor about their needs — can be anxiety-inducing. To deliver an affordable patient-first experience, Ro, a direct-to-patient healthcare company behind Roman, Rory, and Modern Fertility, wanted to reimagine a new unified responsive web platform under ro.co, the world’s first vertically integrated primary care health hub—providing high-quality healthcare without the need for insurance. It is the only company to seamlessly connect telehealth and in-home care, diagnostics, labs, and pharmacy services nationwide.
Earn Patients Trust
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.
Create a patient-centric healthcare system that radically improves life for every one of us
The United States spends nearly $4 trillion on healthcare, making it the most expensive system in the world. Still, it remains inefficient, with a highly frustrating patient experience, a lack of interoperability between multiple technology platforms, and a significant challenge in developing seamless experiences accelerated during the COVID-19 pandemic, according to the West Health-Gallup 2021 Healthcare in America Report. Furthermore, patients want to control their health but face various obstacles. Either they can’t easily access it, or they don’t want to be seen going to a specialist in
sexual health, skincare or smoking addictions— and even talking to a doctor about their needs- can be anxiety-inducing. To deliver an affordable patient-first experience, Ro, a direct-to-patient healthcare company behind Roman, Rory, and Modern Fertility, wanted to reimagine a new unified responsive web platform under ro.co, the world’s first vertically integrated primary care health hub—providing high-quality healthcare without the need for insurance. It is the only company to seamlessly connect telehealth and in-home care, diagnostics, labs, and pharmacy services nationwide.
Our Mission
Earn Patients Trust
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.
The Pivot
A jobs-to-be-done approach
Many VIMPROs and telemedicine companies focus on their services (what the consumer needs), but Ro learned quickly that patients aren't always sure what they need but know what they want. That's why we defined a jobs-to-be-done approach focused on what the user wants. Rather than advertising its telehealth services, Ro promotes the product and the 'want.' Once users are in the door, Ro delivers the patient's needed service. Example: 'I know I want to have clear skin. I don't know if I need a telemedicine service or a dermatologist.' The patient can choose a product he ideally wants. If the selected product is OTC (over-the-counter), he can buy it immediately. However, suppose the product requires an RX. In that case, the patient must go through an online visit and complete a medical questionnaire to identify his needs and the ideal treatment for his condition. Tools such as guided search and conversational quizzes mimic real-life provider interactions— helping patients discover new ways Ro can help them achieve their goals.
The Pivot
A jobs-to-be-done approach
Many VIMPROs and telemedicine companies focus on their services (what the consumer needs), but Ro learned quickly that patients aren't always sure what they need but know what they want. That's why we defined a jobs-to-be-done approach focused on what the user wants. Rather than advertising its telehealth services, Ro promotes the product and the 'want.' Once users are in the door, Ro delivers the patient's needed service. Example: 'I know I want to have clear skin. I don't know if I need a telemedicine service or a dermatologist.' The patient can choose a product he ideally wants. If the selected product is OTC (over-the-counter), he can buy it immediately. However, suppose the product requires an RX. In that case, the patient must go through an online visit and complete a medical questionnaire to identify his needs and the ideal treatment for his condition. Tools such as guided search and conversational quizzes mimic real-life provider interactions— helping patients discover new ways Ro can help them achieve their goals.
⸺ Personalized
As a patient, I should feel known when I come to ro.co. Ro.co acknowledges where my healthcare journey has been and where I need to go next.
⸺ Holistic
As a patient, I want an entire care team that works together to help me reach my health goals through holistic care.
⸺ Cross-pollinated
As a patient, I want to be sure ro.co is the place that has the best content on treatments, conditions and products across the web to start my journey.
⸺ Cared For
As a user, my provider and I are on the same page and are together for each step of my journey, so I’m not doing this alone.
⸺ Heard
As a user, I want to feel like my provider and doctors genuinely listen and don’t act like any transactional D2C company.
⸺ Guided
As a user, I expect Ro to be an expert who can guide my health decisions. This should be something other than a lift I have to do myself.
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.
⸺ Personalized
As a patient, I should feel known when I come to ro.co. Ro.co acknowledges where my healthcare journey has been and where I need to go next.
⸺ Holistic
As a patient, I want an entire care team that works together to help me reach my health goals through holistic care.
⸺ Cross-pollinated
As a patient, I want to be sure ro.co is the place that has the best content on treatments, conditions and products across the web to start my journey.
⸺ Cared For
As a user, my provider and I are on the same page and are together for each step of my journey, so I’m not doing this alone.
⸺ Heard
As a user, I want to feel like my provider and doctors truly listens and don’t act like any transactional D2C company.
⸺ Guided
As a user, I expect Ro to be an expert who can guide my health decisions. This should be something other than a lift I have to do myself.
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.
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.
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 and 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.
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 and 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
Finding the most effective ways to use text over gradients while maintaining legibility is crucial to creating energy throughout a composition and breaking up white space when we don’t want to rely on a dark module. When using white cards over gradients, variable stops in a freedom gradient are acceptable.
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 and 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
Finding the most effective ways to use text over gradients while maintaining legibility is crucial to creating energy throughout a composition and breaking up white space when we don’t want to rely on a dark module. When using white cards over gradients, variable stops in a freedom gradient are acceptable.
Building for the future
Bringing itall together
We created a design system to support future growth for Ro design and product teams. It allows designers to create screens quickly while being accessible to all levels of Ro’s design and product departments with different levels of Figma competency.
We focused on best practices in combination with a tailored video knowledge base to guide how to use, scale and maintain the design system moving forward.
01
Holistic Design System
Just like Ro’s holistic approach to healthcare, Holistic Design System (HDS) is a scaleable solution for Design at Ro. Our main objective is to create a shared vocabulary for everyone to implement, follow and use. This starts with a consistent and clear structure that we all follow.
02
Design Tokens
Design tokens allow us to clearly communicate and use our styles by creating a shared language that we can use across all platforms. They are a way of giving semantic meaning to otherwise abstract and raw values.
Building for the future
Bringing it all together
We created a design system to support future growth for Ro design and product teams. It allows designers to create screens quickly while being accessible to all levels of Ro’s design and product departments with different levels of Figma competency.
We focused on best practices in combination with a tailored video knowledge base to guide how to use, scale and maintain the design system moving forward.
01
Holistic Design System
Just like Ro’s holistic approach to healthcare, Holistic Design System (HDS) is a scaleable solution for Design at Ro. Our main objective is to create a shared vocabulary for everyone to implement, follow and use. This starts with a consistent and clear structure that we all follow.
02
Design Token
Design tokens allow us to communicate and use our styles by creating a shared language that we can use across all platforms and give semantic meaning to otherwise abstract and raw values.
One Ro.
A global team &great outcomes
For 18 months, we worked remotely between nine time zones, six countries and eight disciplines, including accounting, marketing, product management, research, UX design, branding, visual and motion design.
One Ro.
A global team &great outcomes
For 18 months, we worked remotely between nine time zones, six countries and eight disciplines, including accounting, marketing, product management, research, 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.
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.
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
We noticed an average of 43.7 OTC x-poll checkouts originating from all treatments per day and 31.5 TR x-poll checkouts originating from all treatments per day. This makes up 34.3% of total x-poll checkouts across the web and mobile.
34.3%
Successful Checkouts
We noticed an average of 43.7 OTC x-poll checkouts originating from all treatments per day and 31.5 TR x-poll checkouts originating from all treatments per day. This makes up 34.3% of total x-poll checkouts across the web and mobile.