CHRONICLE

Company

Columbia University Medical Center

Duration

2023

HealthTech platform redesign decreased patient no-show rates from 35% to 10%.

Overview

Korean patients were dropping out of the surgical journey at alarming rates, overwhelmed by broken onboarding, English-only paperwork, and unclear instructions. Through 50+ interviews, I redesigned the Chronicle app into a true guide — simplifying signup, anchoring tasks in pre- and post-op checklists, and adding a bilingual preference flag. The result: 20% faster signups, 15% fewer missed appointments, and an 87% increase in pre-visit task completion, giving patients safer and more confident care.

Role

Service/UX Designer

Platform

Beverage

Scope

6 Weeks

Team

Starting in the Unknown

Ridged, a dynamic beverage brand, aimed to redefine its market position and appeal to a younger demographic. The goal was to develop a fresh brand identity and create an engaging online presence through a visually appealing and user-friendly digital platform.

Why This Project Mattered

Ridged’s existing brand identity lacked differentiation and failed to resonate with their target audience. Their digital presence was fragmented, with an outdated website that did not reflect the brand’s energy and innovation. This resulted in reduced brand visibility and limited customer engagement. Ridged needed a comprehensive solution to revamp their brand identity and digital design to better reflect their vibrant personality and attract new customers.

My First Hypothesis

My first assumption was that the problem was primarily a tooling gap.

My first assumption was that the problem was primarily a tooling gap.

But...we got stuck.

Rethinking the Approach

Designing MAL

We embarked on a comprehensive brand identity overhaul for Ridged, beginning with a new logo, color palette, typography, and visual elements that captured the brand’s essence of excitement and innovation. The digital design strategy focused on creating a visually stimulating website with high-quality graphics, interactive elements, and a modern layout. Our approach aimed to create a cohesive and memorable brand experience across all digital touchpoints.

We embarked on a comprehensive brand identity overhaul for Ridged, beginning with a new logo, color palette, typography, and visual elements that captured the brand’s essence of excitement and innovation. The digital design strategy focused on creating a visually stimulating website with high-quality graphics, interactive elements, and a modern layout. Our approach aimed to create a cohesive and memorable brand experience across all digital touchpoints.

Solutions

Solutions

Result: What Changed

The revamped brand identity and innovative digital design significantly enhanced Ridged’s market presence and customer engagement. The new website attracted more visitors and increased user interaction, leading to improved brand perception and loyalty. Ridged successfully established a strong, cohesive brand identity and an engaging digital platform, reinforcing their position as a leading innovator in the competitive beverage industry.

The revamped brand identity and innovative digital design significantly enhanced Ridged’s market presence and customer engagement. The new website attracted more visitors and increased user interaction, leading to improved brand perception and loyalty. Ridged successfully established a strong, cohesive brand identity and an engaging digital platform, reinforcing their position as a leading innovator in the competitive beverage industry.