I created and codified Flip The Clinic’s brand identity, designed and validated the web experience in multiple sprints, provided art direction for its visioning illustrations and video, and directed junior designers to create its Lab environment and materials.
Service design consultancy REOS Partners was in charge of strategy and facilitation. As participants in their kickoff design sprint, we workshopped the mission, Flip ideas, and naming of the program.
Founder Thomas Goetz’s final naming decision left two days for us to design the logo in time for a workshop with The Robert Wood Johnson Foundation—its parent organization. Brand fonts convey audacious and approachable attributes. Secondary colors are somewhat muted—serving to temper the bright orange.
We commissioned Brian Rea to illustrate a more empowered doctor visit in still images and a video. The video’s tension point—“the 15-minute doctor visit isn’t perfect”—resolves by envisioning providers and patients sharing strategies.
Lab workshop events with ~50 participants were held in 7 cities. We created materials to facilitate rapid prototyping activities. To activate the space, we designed an easily transportable totem structure. City Labs culminated in a national Summit where groups came together to refine and evolve their initiatives.
MVP sitemaps and wireframes focused on introducing major ideas and seeding functionality for social context and collaboration.
The launch had major problems: users were confused by our “question/answer” headlines and overwhelmed by an abundance of modules. Usability testing uncovered more pain points. We presented a summary of our insights and prototyped improvements.
Flip thumbnails are more informative. Applause, comments, shares, and Lab affiliations give social context. To highlight success stories, we classified flips as ideas, pilots, or results. Incorporating insights pertaining to the homepage, we made the overview text more concise and supported by a featured flip, event listings, and portal to the new FTC playbook.
Flip the Clinic is creating the possibility of a new system. It’s creating a critical moment next to the 20 minute office visit that can be incredibly powerful for the delivery of health care and health. –Atul Gawande, Writer and Health Researcher
Design Agency: Volume Inc.; Creative Directors: Adam Brodsley, Eric Heiman; Design Director: Bryan Bindloss; Designers: Bryan Bindloss, Ellen Keith, Tina Hardison, Daniel Surgeon; Web Development: Aleph Incorporated; Service Design Consultancy: REOS Partners; Illustrations: Brian Rea