BeWell is a healthcare mobile application that helps patients with chronic lower back pain to manage their aches by physical and mental treatments. As the only designer, I designed the brand identity, illustrations from scratch and created MVP prototypes for their pitch.
May-August 2021
As a sole design, I designed user flows, wireframe, UI UX, and Prototyping. In addition, as an early startup designer, I created the whole brand identity including the logo, design system, and illustrations from scratch.
1 Founder
1 Engineer
1 Psychologist
1 Therapist
1 Designer(Me)
Photoshop, Illustrator, Sketch, Figma, Procreate
100M adults in the US are affected by chronic pain and 16M of US adults have chronic lower back pain. Additionally, chronic pain requires multi-month repetitive care and costs a lot, but no quick fixes. Modern healthcare is ineffective at treating chronic pain due to high human capital costs associated with prolonged treatment.
BeWell already had user research data, learning content, and exercise videos created from the in-network psychologist and therapist. In addition, they collected data from some users who registered for this service but users had to sign up through Google doc. All the materials and required processes were just facilitated by the documented files.
It provides patients with learning resources, exercise tutorials regarding movements and breathing generated by two experts in BeWell, and self-condition checkers on users’ physical and mental conditions.
As the only designer having to design the brand image of the early-stage startup, I asked the founder what image they wanted to have and what kinds of visual elements, tone of brand voice they would like to deliver. They wanted their image to be in between a reliable doctor and considerate friend in order to make users' everyday lives healthy, joyful, and positive. I chose “joint” as a logo metaphor since it can imply connecting patients and caregivers and implying health care service for back pain.
BeWell started their service with a small amount of capital, I drew all the illustrations from scratch. In order to help users to understand difficult medical information, I drew more friendly characters and casual infographics.
Since we facilitated sprints a lot so I needed to change the design multiple times. I created design guildlines to increase time efficiency
Used BeWell in beta testing in 2021
Waitlist recorded in 2021
Daily retention rate(high for wellness industry)
People in the U.S. and Canada have seen my illustrations on the website and social media in 2021
I learned how important a design system is especially when doing the collaborative work through sprints(a more agile process). As a young startup, BeWell’s goal was to launch the app early and planned to adjust the features to accommodate lots of users. Rather than creating a perfect app to launch, we iterated the initial design by reflecting the user's feedback from e-mail onboarding using Google Sheets. Making a design system allowed me to manage a large number of visual changes at once with a single modification that saved time.
For the long-term goal of retaining more users in BeWell, the next step would be applying gamification features to make users engaged in this service. BeWell’s initial care program consists of a 60-day plan. 2 months is quite a long journey for users to follow. It would be helpful to motivate people by designing gamification elements or visuals that can motivate them to show that they are doing well.
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