UX/UI Designer
Intro:
Mavie, a sister company of the Uniqa Group, is dedicated to innovating digital health services. I had the opportunity to join Mavie at the beginning of its journey as the UX Design Lead, from Feb 2021 to December 2024. My role involved shaping the brand's identity and ensuring that our digital products were user-centric and aligned with our vision of accessible and trustworthy healthcare.
Developing the brand identity for Mavie was both an exciting and challenging task. Under the guidance of CEO Lukas Mayer and in collaboration with IAM Studio, we crafted the concept of the "Mavie Line," a lifeline that embodies the essence of our brand.
This lifeline represents our commitment to supporting and enhancing the well-being of our users.
Research:
To understand our target audience better, we conducted a Gallup survey with over 1000 participants across the 100 EU countries. The survey focused on testing potential names and gauging expectations for future digital health services.
Insights:
The results were insightful: our primary audience is female, seeking trust, proximity, and simplicity in their health services. They are also highly sensitive to data privacy issues.
Design:
With these insights, we designed a round-shaped logo that is friendly and familiar, using warm colors to create a welcoming atmosphere.
Our goal was to convey a lifestyle mood, distinct from the cold, tech-focused feel often associated with health services.
Feedback during testing was positive, with users finding the brand reliable and close to their needs, even if it didn't appear overly innovative.
My role:
As the leader of the design system initiative, I recognized the need for a cohesive and scalable approach to design across Mavie's various projects.
Purpose:
Mavie is structured into several independent squads, each responsible for developing and validating different business ideas. To ensure consistency and facilitate the integration of validated projects under the Mavie brand, I proposed and built a design system.
Link to April design system on Figma
There are several benefits to this design system: it ensures consistency across all touchpoints, enhances accessibility, and allows for the quick reuse of components.
Technical stack:
We based our design system on the well-known SHADCN Next.js UI kit library, adapting the components to fit Mavie's design language, which we call “April”. These components are documented and integrated into Storybook, making them easily accessible for developers.
Design Challenge: Mavie Me
Problem:
One of the significant challenges we faced was integrating Mavie Me, a blood test service, into our existing design system. Mavie Me has a distinct design, with different colors, fonts, and a unique logo. Initially, we attempted to integrate it using variables, but the color palette hierarchy and structure did not align with Mavie's.
Solution:
To overcome this challenge, we decided to add a variant to our components, specifically for Mavie Me. This solution allowed us to maintain the integrity of both brands while ensuring consistency within the design system.
Process:
Our design system is a constantly evolving project. As new components are designed for various projects, we evaluate their potential for reuse. Only components that can be reused across multiple projects are integrated into the design system. This approach ensures that our system remains lean and efficient, focusing on components that provide the most value.
What I learned
Use Case: Onboarding
Enera, a payment service simplifying medical bill reimbursements, exemplifies our design system in action. While the logo and name were specifically designed for Enera, we utilized components from the April DS to create a cohesive user experience.
Challenges and Outcomes:
• Simplified the complex registration process, increasing successful subscriptions by 20%.
• Focused on making the process simple and rapid while managing drop-off rates and building trust.