Doctor Disability
Helping doctors protect what matters most
THE CHALLENGE
As Doctor Disability began to adapt its marketing strategy to reach more clients online, their website required a redesign.
My challenge was to develop a logo, brand identity, and website redesign that accomplished the following:
Reflect financial security and income protection
Eliminate visual confusion with medical institutions or practices
Some visitors would mistake the website for an actual doctor, rather than a disability insurance provider
Express transparency, honesty, and care throughout the user experience
My Role:
Brand Strategy
Design Research
Visual Identity Design
UX/UI
Website Design
THE PROCESS
I audited the current website, documenting challenges and opportunities for UX and visual improvement.
Original Doctor Disability website design
The biggest UX challenges we identified were:
Lack of mobile accessibility
Inconsistent site navigation
Outdated visual identity and UI design
In order, we prioritized the following UX outcomes:
Responsive web design
Improved information architecture
Approachable and updated visual identity that could be applied to UI
THE SOLUTION
A cohesive brand identity and streamlined website redesign that prioritized the customer’s needs first.
Doctor Disability makes it easier for physicians and dentists to select and purchase disability insurance, from comparing policies from top insurance companies to complete an application online.
By focusing on the ideas of “security and protection,” merged together with a universally understood symbol for the medical industry, we were able to land on a concept that simply communicated what Doctor Disability stood for.
Doctor Disability business card design
For the rest of the visual identity, I took visual inspiration from established financial and insurance institutions, such as Geico, Wells Fargo, Progressive, StateFarm, as well as modern banking apps, such as RobinHood and Acorn.
Custom iconography + infographics for statistics around disability insurance
Armed with a new visual identity, we started updating business collateral. I redesigned the cover for one of the company’s most distributed resources (Resident and Fellow’s Guide to Disability Insurance), we generated Google display ads to direct customers to the new site.
UI for lead generation form
We were able to launch a new-and-improved website, simplifying the user experience and focusing on the key benefits that Doctor Disability brought to their customers:
Easy application process
Personal customer service
Peace of mind about their careers and their future
The final result was a simplified website that achieved the marketing and business goals for the sales team.
BRAND MISSION + VISION
We are forward-thinking specialists for young doctors and physicians who want to protect their income, inspiring optimism and hope for their futures.
We are knowledgeable advocates for established doctors and physicians who want to protect their families, guaranteeing peace of mind and reassurance in the midst of any health crisis.
Experts recognize expertise, which is why we constantly advocate for the best policy for our clients to protect them from making costly mistakes.
Above everything else, we understand disability insurance better than anyone and when there’s a crisis, we’re here to help.
Want to learn more about this project?
Contact me at lucy@darbydesignco.com to schedule a conversation.