medical device manufacturer
Choose Well San Diego
Objective
The aim of this project was to revamp an existing health and wellness mobile application to enhance user engagement, usability, and overall user experience.
Client & Context:
The client, a health and fitness startup, sought to elevate their app to offer a more intuitive, engaging, and holistic user experience. Their goal was to attract and retain users by providing a seamless and personalized health and wellness journey.
Key Responsibilities
Conducted comprehensive user research through surveys, interviews, and user behavior analysis.
Conducted usability testing to validate design decisions and iterate based on user feedback.
Collaborated with the development team to prioritize features and improvements
Led the UI/UX design process from ideation to implementation.
Process & Methodology
Discovery & Research Phase
Conducted stakeholder meetings and user interviews to understand pain points .
Analyzed market trends, competitor apps, and user behavior to identify opportunities.
Compiled user personas and journey maps to visualize user goals and pain points.
Conceptualization & Wireframing
Developed wireframes and low-fidelity prototypes to outline the app's new architecture and functionalities.
Iteratively refined wireframes based on usability tests and feedback from stakeholders.
Compiled user personas and journey maps to visualize user goals and pain points.
UI Design & Visual Enhancements
Created a visually appealing interface consistent with the brand, focusing on intuitive navigation and clear visual hierarchy.
Analyzed market trends, competitor apps, and user behavior to identify opportunities.
Conceptualization & Wireframing
Prototyping & User Testing
Built interactive prototypes to simulate user interactions and validate design decisions.
Conducted usability testing sessions with target users to gather feedback on the prototype.
The "Health & Wellness App Transformation" project successfully redefined the app's user experience, resulting in increased user engagement, improved usability, and a more holistic health and wellness journey for its users.
Brand Refresh
When I joined Kerr Dental, I saw an opportunity to elevate and modernize the brand’s visual identity. The existing 10-page guidelines provided a foundation, but there was room to build a more robust, consistent, and versatile system that better reflected the company’s innovation and professionalism.
In Collaboration with the Marketing Director and marketing team, I led a comprehensive brand refresh—expanding and modernizing the guidelines to meet industry standards, including typography, color systems, imagery, iconography, and layout principles for both print and digital assets.
I also redesigned our master marketing templates to enhance consistency, scalability, and usability. These improvements accelerated asset production, strengthened brand cohesion across campaigns, and helped elevate Kerr Dental’s overall presence in the market.
Print Collateral
I worked closely with the marketing team to design and produce a wide range of print collateral, ensuring brand consistency and high visual impact across every channel. I developed the core templates and design systems used for key assets—including flyers, sales sheets, brochures, catalogs, fight sheets, whitepapers, and more—streamlining production while elevating the overall design quality.
Socials
Product Launches
I led the creative direction and execution of over 15 product launches and re-launches, shaping the visual identity of new offerings from concept to market. Each campaign was a full-spectrum effort, blending strategy with design to deliver cohesive, high-impact experiences across print and digital channels.
Key Contributions:
Designed and produced comprehensive launch collateral, including brochures, sales sheets, whitepapers, dealer ads, video demos, social media graphics, emails, web banners, and landing pages.
Collaborated closely with cross-functional teams to ensure visual aligned with product positioning and marketing goals.
Helped streamline the channel distribution process by developing scalable design systems and brand-consistent assets.
Campaigns
As lead designer, I drove the creative direction for major marketing campaigns—from seasonal pushes like Black Friday to integrated, solution-focused initiatives. Each campaign required a tailored mix of print and digital assets, including brochures, dealer ads, social graphics, videos, web banners, emails, and landing pages.
I translated strategic goals into clear, compelling visuals for dental professionals, dealers, and internal teams, ensuring consistency across formats and fast-moving timelines. To support this, I built scalable design systems and master templates that streamlined production and strengthened brand cohesion.
These efforts elevated the brand’s presence, improved workflow efficiency, and increased engagement across key touchpoints.
Tradeshows and Environmental Advertising
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