There are several products in the market that allow a user to record and transcribe voicemails. But, they were limited in functionality and did not offer much else. AfterFive is a recording and transcribing product, too, but it stands out from the competition because it was designed with a physician’s workflow in mind- A game changer in the healthcare industry. It means that after a physician has completed a patient call outside of regular work hours, he can view that patient's record, prescribe medication on-the-spot, take notes, assign a clinical task AND bill for his time all in one interface. Not only that, but AfterFive connects to the clinic call center the clinic EMR. No after-hours patient call falls through the cracks.

The main challenges that we faced at the beginning of the project were:

1) We needed to keep the core features as simple as possible, yet create a well-built mobile adaptation of a voicemail recording/transcribing platform for physicians.
2) We were required to move fast, nevertheless develop a user-friendly product.

We quickly began the project by utilizing our expertise in Full Lifecycle Product Design: Discover, Concept, Prototype and Test.

1. Discovery

MARKET RESEARCH 

Our first step was to analyze the main competitors and get acquainted with existing voicemail recording and transcribing products. We reviewed several similar apps, talked to stakeholders and made a list of planned core feautures. During the research stage, we also wanted to learn about potential AfterFive users and share those learnings with the team. To achieve this, we created several provisional user personas that were based on stakeholder interviews and the online research. After we got a solid “feel” for our market and audience, we started developing a brand.

NAMESTORMING 

We started the intital branding process by choosing a name for this product. This App was a potential healthcare market-disrupter and we needed the brand name to be extremely memorable. After creating a long list of potential brand names, we a narrowed it down to two. AfterFive was our final and confident choice. It was easy to say, easy to remember and it spoke directly to our audience.

BUILDING A BRAND 

After we had a name for our App, we designed a logo and developed a basic style guide for AfterFive. We contemplated aspects such as typography, color, icons, buttons and a series of other elements that will help us develop a consistent interface for our project. It was important that the brand logo, type and colors not only work as a digital product, but that it also needed to work in marketing materials and print.

Software used: Adobe Illustrator