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ezra — Supercharging a US based healthcare startup from concept to a fully fledged product.
ezra — Supercharging a US based healthcare startup from concept to a fully fledged product.
Client
ezra
Year
2021 - 23
Outcomes
Branding, Product Design, Web Design, Illustration, Iconography, Print Design
Branding, Product Design, Web Design, etc.
Branding, Product Design, Web Design etc.
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
We found cancer’s greatest weakness — early detection.
That's ezra's motto. A healthcare startup based out of NYC, looking to make preventative care the norm.
We found cancer’s greatest weakness — early detection.
That's ezra's motto. A healthcare startup based out of NYC, looking to make preventative care the norm.
We found cancer’s greatest weakness — early detection.
That's ezra's motto. A healthcare startup based out of NYC, looking to make preventative care the norm.
What drew me to ezra was its owner Emi Gal and and the Head of Product Humale Khan. For anyone that knows me, the people are the most important part of any place I choose to work at and these two were the sort of people I wanted to work with.
They quickly let me know ezra is only at the beginning of it's lifecycle (with the aim being 1 million scans) and we had the opportunity to do great work. My time with ezra (of almost 3 years) we did a lot. Shipped almost a dozen new products, changed the branding and alignment of the company 10x the revenue and more.
Below are some quick highlights of some of the work I led throughout my time at ezra as Lead Designer.
What drew me to ezra was its owner Emi Gal and and the Head of Product Humale Khan. For anyone that knows me, the people are the most important part of any place I choose to work at and these two were the sort of people I wanted to work with.
They quickly let me know ezra is only at the beginning of it's lifecycle (with the aim being 1 million scans) and we had the opportunity to do great work. My time with ezra (of almost 3 years) we did a lot. Shipped almost a dozen new products, changed the branding and alignment of the company 10x the revenue and more.
Below are some quick highlights of some of the work I led throughout my time at ezra as Lead Designer.
What drew me to ezra was its owner Emi Gal and and the Head of Product Humale Khan. For anyone that knows me, the people are the most important part of any place I choose to work at and these two were the sort of people I wanted to work with.
They quickly let me know ezra is only at the beginning of it's lifecycle (with the aim being 1 million scans) and we had the opportunity to do great work. My time with ezra (of almost 3 years) we did a lot. Shipped almost a dozen new products, changed the branding and alignment of the company 10x the revenue and more.
Below are some quick highlights of some of the work I led throughout my time at ezra as Lead Designer.
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
Creating a comprehensive Design System
Creating a comprehensive Design System
Creating a comprehensive Design System
Almost everything in my time at ezra had (multiple) varients of itself, due to company pivots etc and the Design System was no different. In early 2023, I posed to the team to create a final source of truth to align all our external and internal products; so working with my dev team we got to work.
The Design System was one of the most comprehensive I had the chance to work on. With clear outlines, animations and use cases for almost every item. The system was created in conjunction with my rework of the brand itself so they went hand in hand.
The Design System work consisted of laying the groundwork with the more pastel driven colours (moving away from the tech-bro heavy scheme we had in the past) but keeping the iconic yellow in place. The inputs themselves were designed with the idea that everything should be familiar and welcoming - we did that by making sure our inputs never moved place, always had welcoming copy and had multiple variants of tooltips to guide our members. The system was pushed extensively to include everything from dropdowns, to cards, navigation, iconography and more.
Almost everything in my time at ezra had (multiple) varients of itself, due to company pivots etc and the Design System was no different. In early 2023, I posed to the team to create a final source of truth to align all our external and internal products; so working with my dev team we got to work.
The Design System was one of the most comprehensive I had the chance to work on. With clear outlines, animations and use cases for almost every item. The system was created in conjunction with my rework of the brand itself so they went hand in hand.
The Design System work consisted of laying the groundwork with the more pastel driven colours (moving away from the tech-bro heavy scheme we had in the past) but keeping the iconic yellow in place. The inputs themselves were designed with the idea that everything should be familiar and welcoming - we did that by making sure our inputs never moved place, always had welcoming copy and had multiple variants of tooltips to guide our members. The system was pushed extensively to include everything from dropdowns, to cards, navigation, iconography and more.
Almost everything in my time at ezra had (multiple) varients of itself, due to company pivots etc and the Design System was no different. In early 2023, I posed to the team to create a final source of truth to align all our external and internal products; so working with my dev team we got to work.
The Design System was one of the most comprehensive I had the chance to work on. With clear outlines, animations and use cases for almost every item. The system was created in conjunction with my rework of the brand itself so they went hand in hand.
The Design System work consisted of laying the groundwork with the more pastel driven colours (moving away from the tech-bro heavy scheme we had in the past) but keeping the iconic yellow in place. The inputs themselves were designed with the idea that everything should be familiar and welcoming - we did that by making sure our inputs never moved place, always had welcoming copy and had multiple variants of tooltips to guide our members. The system was pushed extensively to include everything from dropdowns, to cards, navigation, iconography and more.
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
A website to better understand ezra
A website to better understand ezra
A product, that encourages early detection, for not exactly a cheap price - needs a great website. Early detection isn't something a lot of people are familiar with, or can afford (as much as we worked on getting the price down) so we worked on really improving the experience of discovering ezra.
The website itself benefitted from a tone of voice shift, as well as warming up the entire site with more colour, an introduction to illustrations to better explain our products and revisions of everything from blog to creating dedicated pages for specific products.
A product, that encourages early detection, for not exactly a cheap price - needs a great website. Early detection isn't something a lot of people are familiar with, or can afford (as much as we worked on getting the price down) so we worked on really improving the experience of discovering ezra.
The website itself benefitted from a tone of voice shift, as well as warming up the entire site with more colour, an introduction to illustrations to better explain our products and revisions of everything from blog to creating dedicated pages for specific products.
A product, that encourages early detection, for not exactly a cheap price - needs a great website. Early detection isn't something a lot of people are familiar with, or can afford (as much as we worked on getting the price down) so we worked on really improving the experience of discovering ezra.
The website itself benefitted from a tone of voice shift, as well as warming up the entire site with more colour, an introduction to illustrations to better explain our products and revisions of everything from blog to creating dedicated pages for specific products.
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
Making Reports easy as 1-2-3
Making Reports easy as 1-2-3
Something that was really taking up a lot of time for the Care Advisors and MD at ezra was the creation of ezra reports for our members. These reports took 80-minutes + each time and needed 2 levels of checks to make sure they were correct.
Using the power of AI we spent a number of months creating a dedicated software to essentially cut down the amount of time to create a report to under 15-minutes. This was done by creating a two-pane software, that had AI analysis (of direct medical reports on the left) that would analyse and parse all the information in the report to the text editor on the right. Then it was just a matter of double checking everything, adding any addendum notes and using a switch-breaker type confirmation (needing confirmation of both the CA and MD) to submit the finished report.
Something that was really taking up a lot of time for the Care Advisors and MD at ezra was the creation of ezra reports for our members. These reports took 80-minutes + each time and needed 2 levels of checks to make sure they were correct.
Using the power of AI we spent a number of months creating a dedicated software to essentially cut down the amount of time to create a report to under 15-minutes. This was done by creating a two-pane software, that had AI analysis (of direct medical reports on the left) that would analyse and parse all the information in the report to the text editor on the right. Then it was just a matter of double checking everything, adding any addendum notes and using a switch-breaker type confirmation (needing confirmation of both the CA and MD) to submit the finished report.
Something that was really taking up a lot of time for the Care Advisors and MD at ezra was the creation of ezra reports for our members. These reports took 80-minutes + each time and needed 2 levels of checks to make sure they were correct.
Using the power of AI we spent a number of months creating a dedicated software to essentially cut down the amount of time to create a report to under 15-minutes. This was done by creating a two-pane software, that had AI analysis (of direct medical reports on the left) that would analyse and parse all the information in the report to the text editor on the right. Then it was just a matter of double checking everything, adding any addendum notes and using a switch-breaker type confirmation (needing confirmation of both the CA and MD) to submit the finished report.
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
Approachable communication
Approachable communication
One thing I was never happy with at ezra was our outward communication. We tried to promote really high standards with anything we did but the emails and social media was always lacking.
Like with any challenge though, I love to step up to the table. So with myself and my PM in hand we went through everything system and marketing email that was currently circulating (approx 50+) and we toned it down to 30, reworked each one to be more informative and truly communicate the members needs as quickly as possible and then the work began in design.
I took cues from the ongoing brand rework to create around 30 templates that could fill any potential need. From timeline led countdowns to your scan, to cute, informative nuggets about the scans themselves. Or even basic things like cancellation - they could all be done now. And I spent a fair bit of time creating a DarkMode version of each template to make sure no matter the member, their emails would look good.
One thing I was never happy with at ezra was our outward communication. We tried to promote really high standards with anything we did but the emails and social media was always lacking.
Like with any challenge though, I love to step up to the table. So with myself and my PM in hand we went through everything system and marketing email that was currently circulating (approx 50+) and we toned it down to 30, reworked each one to be more informative and truly communicate the members needs as quickly as possible and then the work began in design.
I took cues from the ongoing brand rework to create around 30 templates that could fill any potential need. From timeline led countdowns to your scan, to cute, informative nuggets about the scans themselves. Or even basic things like cancellation - they could all be done now. And I spent a fair bit of time creating a DarkMode version of each template to make sure no matter the member, their emails would look good.
One thing I was never happy with at ezra was our outward communication. We tried to promote really high standards with anything we did but the emails and social media was always lacking.
Like with any challenge though, I love to step up to the table. So with myself and my PM in hand we went through everything system and marketing email that was currently circulating (approx 50+) and we toned it down to 30, reworked each one to be more informative and truly communicate the members needs as quickly as possible and then the work began in design.
I took cues from the ongoing brand rework to create around 30 templates that could fill any potential need. From timeline led countdowns to your scan, to cute, informative nuggets about the scans themselves. Or even basic things like cancellation - they could all be done now. And I spent a fair bit of time creating a DarkMode version of each template to make sure no matter the member, their emails would look good.
Booking made easy
Booking made easy
Our booking flow always had problems. From a cumbersome login system to the calendar functionality not working properly and often blocking members from continuing signup — something had to be done. I led the redesign of our booking flow from signup/login to the actual check-out flow of our scans.
One thing we really wanted to do is continue the feel of our 'scan' cards to the booking process and make them more informative at a glance. As well as potentially be able to offer packages and quite simply make the process itself more intuitive.
To do this, we;
- Split the booking flow into 3 sections
- Focused the user to one component at a time, eg. selecting a plan, or select a city
- Added a constant 'cart' that would allow you to see your selection at any time
- Created location cards with currently 'available' times for quick bookings
- Added Google Pay, Apple Pay and Paypal to speed up payment
- and a whole lot more
Our booking flow always had problems. From a cumbersome login system to the calendar functionality not working properly and often blocking members from continuing signup — something had to be done. I led the redesign of our booking flow from signup/login to the actual check-out flow of our scans.
One thing we really wanted to do is continue the feel of our 'scan' cards to the booking process and make them more informative at a glance. As well as potentially be able to offer packages and quite simply make the process itself more intuitive.
To do this, we;
- Split the booking flow into 3 sections
- Focused the user to one component at a time, eg. selecting a plan, or select a city
- Added a constant 'cart' that would allow you to see your selection at any time
- Created location cards with currently 'available' times for quick bookings
- Added Google Pay, Apple Pay and Paypal to speed up payment
- and a whole lot more
Our booking flow always had problems. From a cumbersome login system to the calendar functionality not working properly and often blocking members from continuing signup — something had to be done. I led the redesign of our booking flow from signup/login to the actual check-out flow of our scans.
One thing we really wanted to do is continue the feel of our 'scan' cards to the booking process and make them more informative at a glance. As well as potentially be able to offer packages and quite simply make the process itself more intuitive.
To do this, we;
- Split the booking flow into 3 sections
- Focused the user to one component at a time, eg. selecting a plan, or select a city
- Added a constant 'cart' that would allow you to see your selection at any time
- Created location cards with currently 'available' times for quick bookings
- Added Google Pay, Apple Pay and Paypal to speed up payment
- and a whole lot more
IBM Corporate Social Responsibility
Sharing the social impact initiatives that IBM is involved in globally.
Digifying the ezra report
Digifying the ezra report
One of the biggest projects was taking our print only members report and taking it digital. This is something that had been on the cards from my first few weeks at ezra, and only really got real traction in early 2023.
Over 2/3months I worked on taking all the potential information and constants in our members reports in a table that I could quantify and then start to figure out as a real, digital product.
The final report comprises essentially of your 'health dashboard' where you quickly at a glance get to see how your body is, any Key Findings you might have to act upon, your Next Steps and your MRI images. Then from there your able to dive into each section of the body (e.g. spine) and see full reports, with specific to-do's assigned to any relevant finding.
One of the biggest projects was taking our print only members report and taking it digital. This is something that had been on the cards from my first few weeks at ezra, and only really got real traction in early 2023.
Over 2/3months I worked on taking all the potential information and constants in our members reports in a table that I could quantify and then start to figure out as a real, digital product.
The final report comprises essentially of your 'health dashboard' where you quickly at a glance get to see how your body is, any Key Findings you might have to act upon, your Next Steps and your MRI images. Then from there your able to dive into each section of the body (e.g. spine) and see full reports, with specific to-do's assigned to any relevant finding.
One of the biggest projects was taking our print only members report and taking it digital. This is something that had been on the cards from my first few weeks at ezra, and only really got real traction in early 2023.
Over 2/3months I worked on taking all the potential information and constants in our members reports in a table that I could quantify and then start to figure out as a real, digital product.
The final report comprises essentially of your 'health dashboard' where you quickly at a glance get to see how your body is, any Key Findings you might have to act upon, your Next Steps and your MRI images. Then from there your able to dive into each section of the body (e.g. spine) and see full reports, with specific to-do's assigned to any relevant finding.
