Rapid Response®
Brand Identity, UI Design, Packaging
Streamlining the healthcare consumer and commercial supplier experience for millions of users around the world. Designing a new e-commerce website, packaging, and design system to accompany the rebranding of BTNX's Rapid Response® point-of-care testing solutions.
Duration
May 2020 -- Aug 2020
Tools
Illustrator, Photoshop, InDesign, XD
Team
Kelsey Ng
Modernizing Rapid Response®
The goal of the rebranding was to make Rapid Response more user-friendly and appealing to the general public, while also helping improve the organization and management of products internally. The design system was created to be scalable across 500+ products and services while supporting multiple languages, with special considerations for accessibility. The brand uses simplistic layout designs, icons, and color-coding to help users easily distinguish between 10 product categories and other technical differences.
A New E-Commerce Platform
I was responsible for the UI and UX of a new e-commerce website that aimed to help Rapid Response expand into the B2C market and improve their B2B customer experience. The website was designed responsively, with wireframes and interactive prototypes being created for web, mobile, and tablet breakpoints. I used customer and internal feedback to ensure that browsing and purchasing was familiar and intuitive, while working closely with the development team to design product catalogs and admin interfaces that worked in tandem with our back-end databases.
Simple and Versatile Packaging
I worked with another designer to reimagine Rapid Response's packaging designs, taking from the new visual identity and design system. Many design iterations and physical prototypes were created to ensure that the packaging would meet the specific needs of customers and suppliers, taking into account scale of production and different product use cases (like the storage of products boxes in a warehouse or pharmacy).