Branding and Website Design
PA IPF Support Network
The Pennsylvania IPF Patient and Caregiver Support Network (PA IPF) was established to raise awareness about Idiopathic Pulmonary Fibrosis (IPF) and provide support and education to patients, families, and healthcare providers across Pennsylvania. The network aims to serve as a trusted resource for individuals affected by this rare disease, connecting them with valuable information, support groups, and medical care options.
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Project Summary
The Challenge | As a newly formed organization, PA IPF faced several key challenges:
Establishing a recognizable and professional brand identity to foster trust and credibility.
Creating a welcoming and accessible online presence that demystifies complex medical information about IPF.
Providing clear and actionable pathways for users to access resources, learn about the disease, and connect with support networks.
My Role and Responsibilities:
As the UX/UI designer, my role encompassed:
Conducting user research to understand the needs of patients, caregivers, and healthcare professionals.
Designing an intuitive website experience with a clear content hierarchy and easy navigation.
Ensuring accessibility best practices, including screen reader compatibility and optimized contrast ratios.
Collaborating with medical experts to simplify complex information for a broad audience.
Implementing interactive features, such as resource downloads, newsletters, and support group integrations.
User Research: Summary
Key User Segments
Primary Users (e.g., Lisa Thompson, Patient) – Individuals diagnosed with IPF who are seeking information on treatment options, lifestyle adjustments, and support communities.
Caregivers & Family Members (e.g., Mark Stevens, Caregiver) – Loved ones who are actively supporting an IPF patient and need educational resources, caregiving tips, and access to medical professionals.
Healthcare Professionals – Medical practitioners who seek up-to-date resources to better assist their patients with IPF management.
When investigating the user personas two main target audiences were found. We labeled them as:
Patients and Care Givers
Persona 1: Lisa Thompson-IPF Patient
Persona 2: Mark Stevens-Caregiver
Research Findings
Awareness & Discovery:
Patients and caregivers often find IPF resources through doctor referrals, social media, or online searches about IPF symptoms and treatments.
Healthcare professionals engage through medical conferences, online medical forums, and patient education initiatives.
User Behavior & Engagement:
Patients and caregivers primarily seek digestible information, symptom management tips, and community support.
Healthcare professionals engage with research-backed resources and look for printable materials to share with patients.
Pain Points & Challenges:
Overwhelming Medical Jargon: Patients struggle to understand highly technical language related to IPF.
Lack of Personalized Resources: Users desire content recommendations based on their specific needs (e.g., newly diagnosed vs. long-term management).
Difficult Navigation: Caregivers find it challenging to locate relevant support tools quickly.
Ideation:
Information Architecture: SiteMap
Sketches and Concept development
The Solution
The solution focused on delivering a cohesive brand identity and a user-friendly website that prioritizes clarity, accessibility, and warmth.
Branding
A unique logo that creatively integrates a lung and a leaf, symbolizing health, nature, and hope.
A calming color palette with vibrant accents to highlight key elements without overwhelming the user.
Responsive Website
Homepage:
A hero illustration series representing patients, caregivers, and healthcare providers, emphasizing the supportive nature of the organization.
A clear introduction to PA IPF’s mission and an inviting call-to-action (CTA) to explore the site.
Educational Content:
Sections like "What is IPF?" and "Resources" use approachable language and iconography to explain complex topics.
Fast facts and visual aids make medical information more digestible.
Support and Engagement:
A "Stories & Experiences" section highlights real-life narratives to create emotional connections.
CTAs for newsletter signup and donations strategically placed to encourage action.
Navigation and Accessibility:
Accessibility features include keyboard navigation, screen reader compatibility, and optimized contrast.
The site is fully responsive for a seamless experience across all devices.
Main Screens
Visit paipfsupportnetwork.org for the full experience
Mobile
The designs included variations for Mobile and Desktop. Each design was optimized to fit the device and screen size
Conclusion
By addressing user pain points and structuring the website around clear user journeys, PA IPF successfully launched its first online presence. The new website provides a seamless, informative, and supportive experience for patients, caregivers, and healthcare professionals alike, fostering a stronger sense of community and empowerment in navigating the challenges of IPF.