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Making the world’s largest surgeon network fit for the future



Industry
HEALTHCARE


MY CONTRIBUTION
DESIGN RESEARCH
(QUANTITATIVE / QUALITATIVE)
Personas ANALYSIS
USER JOURNEY
UX DESIGN
UI DESIGN
PROTOTYPING
TeSTING
MOTION PRINCIPLES


YEAR
2018-2020
CLIENT
AO Foundation
IN COLLABORATION WITH
Martin et Karczinski 

CASE

AO Foundation wanted to master today’s challenges by evolving their products, services and organization into a fitter and structured digital experience focusing in their highly qualified and demanding community of orthopedic surgeons around the world.

PROPOSAL
We supported the AO Foundation in a comprehensive transformation process and created the digital base for a global repositioning of the brand.

Our approach:
- Development of a comprehensive brand strategy & platform presence
- Creation of a new consistent corporate design adapted to the customer journey
- Elaboration of a holistic customer experience through the harmonization of touchpoints and service portfolio
- Change of awareness within the organization during the comprehensive transformation process










 The design process


PHASE 1 
Discover
The project, which spanned over 18 months, was characterized by a consistent focus on the requirements and communication needs of a highly qualified and demanding community of orthopedic surgeons around the world. 
The task was approached from various design research and analysis directions. Extensive qualitative and quantitative analysis, as well as numerous tests of user behavior that studied the current and future user needs, were evaluated. 

PHASE 2 
STRATEGY
Martin et Karczinski then not only converted the results into a new digital communication and social media strategy, but also a new brand architecture was developed. This brand architecture reorganized and restructured the wide range of services and knowledge offered by the AO Foundation.

PHASE 3
IDENTITY
For the further development of the community and the comprehensive realignment and rebranding of the brand, we worked in the combination of various digital solutions. Those making the AO Foundation fit for the current digital challenges. Design systems, UX/ UI guidelines, responsive principles & modules, interactive concepts, apps and reference layouts were created as part of the digital transformation process.
The brand was launched last year at Davos “AO Courses” at the beginning of December, and it is now being implemented together worldwide.
PHASE 4
EXPERIENCE
The new digital ecosystem enables the AO community to develop their individual skills in dialogue with colleagues, and consequently, improve the lives of people with orthopedic injuries or degenerations.


CREDITS
IN COLLABORATION WITH
AO FOUNDATION
& MARTIN ET KARCZINSKI


PROJECT DIRECTORS
KLAUS KALLENBRUNNEN
CORINNA HOFMANN


PROJECT MANAGER
MartinA KoRNDörfer


DIGITALCONSULTANT
HANNAH kapitel

BRAND DESIGNER
ThOMAS WOLFRAM

LEAD DIGITAL DESIGNER
CAROLINA POCH


UX/UI DESIGNERS
SIGRID TEICH
LUCIE DIETL
SERKAN zararsiz
CAROLINA POCH


WEB DEVELOPERS
Valtech


︎
GET IN TOUCH !


pochcarolina@gmail.com



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