VirtuWell
Jun 10, 2011
Designing one of the first digital-first healthcare brands—before virtual care went mainstream.
Executive Summary
Virtuwell was one of the first fully online nurse practitioner clinics, allowing patients to receive diagnoses and treatment plans without visiting a doctor’s office. As HealthPartners sought to expand into digital health, we created a distinct sub-brand that combined trust, simplicity, and warmth—setting the foundation for future virtual care experiences.
As the lead designer, art director, and UX lead, I partnered with the marketing lead on the business side to define the brand’s visual and experiential identity and worked closely with engineering to translate that vision into a secure, human-centered product.
Goals
Launch Virtuwell as a new digital sub-brand under HealthPartners.
Create a complete brand identity—including logo, color palette, typography, and tone of voice.
Design a fully online visit flow for diagnosis and treatment of common conditions.
Build trust, simplicity, and clinical credibility into every interaction.
Reduce cost and time per diagnosis through digital efficiency.
Partner across marketing, engineering, and clinical teams to ensure a cohesive launch.
Discovery
User research uncovered early barriers to trust in virtual care—especially around safety and clinical accuracy. We learned that:
Trust was critical. Users needed reassurance that licensed professionals reviewed each case.
Simplicity drove adoption. Straightforward, guided questions reduced anxiety and abandonment.
Tone and empathy mattered. A conversational voice humanized the experience and made users feel cared for.
These insights guided every aspect of the brand and user journey—from visual identity to microcopy.
Implementation
Brand Creation: Built the Virtuwell logo, identity system, and visual guidelines as a friendly, trustworthy “child brand” of HealthPartners.
Experience Design: Designed the end-to-end flow—from symptom intake to treatment and e-prescriptions.
Content Strategy: Collaborated with clinical and marketing teams to simplify complex medical language.
Cross-Functional Delivery: Partnered directly with engineering to ensure compliance, accessibility, and seamless integration.
Launch Campaign: Created landing pages, onboarding content, and digital assets to support brand awareness and user onboarding.
Outcomes
Category Innovation: Among the first large-scale virtual-care platforms in the U.S.
Strong Brand Recognition: Earned high praise for its approachable design and patient-friendly tone.
Rapid Adoption: Surpassed initial visit projections in the first year.
High Satisfaction: Over 90% patient satisfaction within six months of launch.
Efficiency & Scalability: Established the foundation for future HealthPartners digital initiatives.
Metrics
90%+ patient satisfaction
Under 10 minutes average time to complete scheduling
Exceeded initial user projections in the first year
