HXN Behind the Scenes
Website Research and Insights
In working closely with the project manager, marketing team and sales lead, I helped define the value proposition for HXN’s target audience starting with a creative brief. This required finding a balance between HXN’s parent entity, HLTH, while creating a familiar yet new, professional, modern, and community-oriented network.
I started the web design process by researching competitors and creating a competitive analysis of their website. User personas were then formulated based on target client criteria (people in their 20s, 30s, and 40s who worked with healthcare in technologically advanced firms).
Initial research from product lead on HXN's unique positioning in the market
Mood board derived from creative brief
Snippet from the competitive analysis analyzing our key competitors and inspirational websites
User personas all affiliated with the healthcare industry
Website Sketches and Design
The marketing team and project manager wrote the text for each web page required so I could begin the layout and general design. I refined the website through a collaborative, iterative process going from an initial sketch to final, manageable, user-friendly sections that promoted active engagement.
A few sketches of my wireframes
Logo Sketches and Designs
HXN’s logo needed to be distinct from its parent company yet feel related. I played with vertical lines and bold shapes as I wanted the final logo to feel professional yet edgy and dynamic.
Initial thumbnail sketches
Select iterations in illustrator
