MyGiHealth was founded by two of the world’s top gastroenterologists to enable patients to monitor, manage, and understand their symptoms for a range of digestive diseases and conditions.
My Role
〉Lead product designer & front end engineer
〉Brand identity for several sibling companies
〉Design of company website, webapp & mobile app
〉Production of multiple pitch decks & all print collateral
Results
〉Successful execution of largest GI study ever conducted
〉Public launch of consumer webapp & mobile app
〉Launch of clinical app for use by GI doctors
〉Pitch deck resulting in 6-figure investment from Nestlé
Internationally recognized founders
Founded by two acclaimed gastroenterologists, MyGiHealth (a child of MyTotalHealth) had distinct market advantages from early on.
Dr. Brennan Spiegel runs UCLA’s Public Health curriculum on digital health science and health analytics. He is also Director of Health Services Research for Cedars-Sinai Health System.
Dr. William Chey is a Professor of Medicine, Director of the GI Physiology Lab, Director of the Digestive Diseases Center for Nutrition & Lifestyle, and Co-Director of the Michigan Bowel Control Program at the University of Michigan.
Brand identity or identity crisis?
MyTotalHealth’s existing brand was incoherent, inconsistent, and in some cases, downright puzzling; more of an identity crisis than a brand identity. Customers loved to point out the hand in one logo variant that appeared to be groping the letter “i”.
Reimagining the brand
To catalyze the brand refresh, I created an inspiration deck that explored messaging, colors, fonts and analogous brands.
Click to open PDF in new window ↗
Click to open PDF in new window ↗
Logo explorations
An idea that came to me early on was to use the shape of a stethoscope to form the word “my”. While exploring this concept, I was pleasantly surprised to see that this also resulted in a heart shape.
To give a sense of authority to this logo, I played various badge shapes. Initially, the badge shape had mostly straight lines and felt fairly stiff. Based on feedback, I settled on a soft badge shape with edges that flowed and vaguely resembled wings.
Final product
The final logo was very well received by both the team and consumers, and was later adapted for use with other brands under the MyTotalHealth umbrella.
To give a sense of authority to this logo, I played various badge shapes. Initially, the badge shape had mostly straight lines and felt fairly stiff. Based on feedback, I settled on a soft badge shape with edges that flowed and vaguely resembled wings.
Lackluster flagship mobile app
The existing MyGiHealth iOS app had sat in the app store largely unused for almost 2 years. Feedback from users boiled down to one basic issue: terrible user experience. With no clear guidance or calls to action, most users never understood how to benefit from the app.
Mobile app revamp
My primary objective was to get consensus from the team on exactly which actions users should be taking in order to maximize their experience. My secondary objective was to improve the data visualization and messaging that users saw after taking the symptom questionnaire.
The team determined that daily symptom surveys was the best action for users to take. With that in mind, I proposed a new bottom navigation layout that included a prominent, dynamic middle item that would act as both a nav item (into surveys) and notification count for items needing the user’s attention.
Improved data visualization
Despite initial pushback from the founding doctors, I insisted on a complete redesign of the charts and historical data presented to users.
With the new app, users were now able to quickly see the progression of their symptoms over time, and in an glanceable way, with a color palette that better represented a spectrum of severity.
Articulating the details of the new visualizations required meticulous specifications, both to achieve buy-in and execute the implementation.
Facilitating the doctor/patient relationship
Beyond visual improvements, we also wanted to empower app users by enabling direct communication with their Gi doctor.
Adding a way for users to indicate their Gi doctor was crucial in enabling communication via the app. Once a user selected their doctor, they were able to send their symptom survey results directly to their doctor in real-time.
MyGiHealth website
A significant portion of our user base was over 50 years old and many didn’t use mobile apps. To accommodate those users, we built a webapp that provided nearly all the same functionality as the mobile app.
Impactful print collateral
With little design expertise, MyTotalHealth struggled to entice investment capital with existing pitch decks and printed materials. Being one of my favorite endeavors, I gladly volunteered to update several decks that were disseminated to potential investors.
Most notably, I crafted a visually pleasing and eloquent investor pitch deck that resulted in a 6-figure investment from Nestlé Health Science.
Click to open PDF in new window ↗
Click to open PDF in new window ↗
Click to open PDF in new window ↗
Click to open PDF in new window ↗
