Kaiser Permanente (KP) approached Critical Mass for a complete redesign of their existing web site. During most of my tenure on this project, I worked as creative director, leading not only the other designers, but the Information Architects and Content Analysts. The company's relationship with KP was unique in many ways. The client and Critical Mass worked incredibly closely throughout the process. Everyone on the internal team had many opportunities to communicate with the client and ensure that the client's needs were met. This was especially important for me personally because I learned new ways to develop a good relationship with a client.
I kicked off this long-term redesign by completing a design assessment of the competitors' websites. We hired a third party vendor to do additional user testing to determine what people liked and disliked about Health Insurance websites. After data analysis, I started to develop an online brand for KP by creating moodboards. These moodboards were again tested with end-users in different regions of the US applicable to KP's clientele. Once a brand strategy was selected, I directed the development into templates and then individual pages. Products developed for KP included not only the individual website Content and Functional Elements (CFEs), but other online media including screensavers and emails.
www.kp.org
