National Psoriasis Foundation
National Psoriasis Foundation needed a complete site overhaul to better reach their multiple audience types and elevate their expertise and resources for education, science and community. My role on this project was to work with stakeholders to create a new brand identity look and feel for the website as well as build out a design system library.
Role
Digital design, Branding
Agency
Smith & Connors
The site design included; extended color palette, custom topic iconography, site typography and image plus illustration lockup
Look & Feel
Along with restructuring user journeys and content the brand got a slight refresh with an extended color palette and custom topic iconography. The iconography created supports various topics of information ranging from community to medical and shows up on the relevant content pages. Using light weight Open Sans across the site communicates a friendly tone and opens up the space.
(L) Homepage user journey prompt (R) Landing page for selected user description with curated top content
Describe you
NPF (National Psoriasis Foundation) is a complex and information rich organization that has a variety of audience types using their website. Unique user descriptions are provided at the top of the homepage to guide individuals to the most relevant content for their interest. This personalized selection helps to organize and simplify access to the wide breadth of content that NPF has to offer.
(L) Primary navigation, anchored left side drawer (M) Educational content pages include media resources (R) Health Care Provider Directory with easy filtering and clear provider details
Navigation
Primary site navigation utilized an anchored left side drawer to organize the complex content with clear search capabilities. Content was organized to emphasize the educational, scientific and community based mandates of NPF.
(L) Patient Navigation Center landing page with quick links (R) Responsive layout for the new site
Content entry systems
NPF provides a wealth of provider information for users through their Health Care Provider Directory. This directory requires diligent backend administration and oversight. One of our objectives for the new site was to create an efficient and robust UI to simplify their efforts in updating and editing. On the user side this creates clear and current access to provider information.
Backend administration access with new tagging and entry system
Provider page with cleanly organized and accessible details for potential patients