Designing App to Perfecting Brand

BioSensate is a Bioscience Company looking to launch a new product that deals with a specific need - overcoming the obstacles faced by distributors facing delays in sourcing suppliers.

The product must be brand sensitive, with its own story and address the problems when faced with regulation, documentation and backlogs in an international environment

Problem

Story



The brand story is synonymous with how a company defines itself, and the logic of storytelling is the way it builds an emotional bond with the people they communicate with: both their consumers and (reflecting the solidity and cohesiveness of the message) their employees across departments.

As a designer,it becomes crucial, then, to focus on uncovering the message and brand early on. Without a clearly defined message, there’s no reason to tell a story. - the story itself proof of the premise (the central message) whereby the audience can better understand and internalise the message. The story itself has many elements: a clear conflict of values by which the hero (the customer, equipping a market with the best experts/products/services to revolutionize an approach to a sector) and opponent (those who typically offer standardized platforms/products/services, and who fail to provide individualism with an agile, self-reflexive method of adapting to the market) are joined by benefactor (the company the designer has a relationship with) and beneficiary (the sector itself that had experienced troubled waters and looks to re-invigorate its standing with competent and passionate thought-leaders.). in a story that conveys the beginnings of the story, the obstacle and how it is overcome, and how that informed the views of the company today.

The designer’s task is to distill these elements into both form and function: to bring clarity through aesthetics, layout, typography and use.

Flowchart with words: Agile, Edge, Clarity, Reflective, Responsive, dagger, rent, Eagle, Flight, Disruptive, Adapt, Human, feline, velocity.
Three smartphones displaying a supplier management app interface with sections for supplier details, onboarding, and purchase order approval, all on a dark blue background.
Page displaying a case study titled 'BioSensate: A Journey from Complexity to Clarity', detailing challenges and solutions in bioscience supply chain management. It explains how BioSensate faced sourcing issues with suppliers and compliance, leading to distribution bottlenecks. The development of a proprietary app resolved these challenges, improving efficiency and transparency in material sourcing and documentation. The document presents a structured overview with sections for 'Introduction', 'Challenges', and 'Solutions'. The background is white with teal accents containing key points.
User journey map with sections titled Awareness, Searching, Usage, and Review. Each section lists user actions, goals, touchpoints, and experiences, with an emoji expressing negative emotions at the bottom of each column. The map features a header with a colorful abstract design and a profile with name, handle, and follower details.
Social media profile overview with a banner, profile picture, username, and follower stats, alongside a user journey map divided into four sections: Awareness, Searching, Usage, and Review, detailing user actions, goals, touch points, and experiences with corresponding emoji expressions of emotion.
Image displaying two user journey maps: "User Journey 1: Procurement Manager" and "User Journey 2: Supplier Representative." Each journey includes sections on Awareness, Searching, Usage, and Review, detailing goals, touchpoints, and pain points for each stage. The journeys highlight procurement and supplier management processes, aiming to improve compliance, efficiency, and onboarding.
Presentation slide with a black background, entitled "The Problem," listing three issues related to portfolio tracking and decision-making. Below, three colored sections propose solutions: monitoring compliance in real-time, speeding up the procurement process, and demonstrating ROI to stakeholders using technology solutions.
Diagram illustrating a procurement management system with three main sections: Regulatory Compliance, Supplier Management Hub, and Purchase Order Workflow. Features include compliance modules, supplier onboarding, risk assessment, order creation, approval process, and order tracking. Each section is highlighted with detailed text and smartphone interface examples.
Moodboard featuring night sky images with auroras, a portrait with soft lighting, and four circular color swatches: dark blue, teal, light purple, and muted pink. Color samples include codes 2E2C73, C8BE2E, CEC9E4, and C593A0. Complementary color palette includes dark blue, teal, purple, pink, and yellow.

Mindmap and Competitor Analysis

Product to Brand

Web page about user research on factors influencing biomedical product sourcing decisions, featuring sticky notes with themes such as scientific complexity, regulatory framework, and innovation challenges, categorized by themes and sectors.
"Competitor analysis graphic with various logos on gray background, including Stronger Stories, Noiseless, Hug, Make Us Cafe, 3manfactory, and others."

The final set of iterations took the ideas of the previous and combined elements of both. The jigsaw pieces are more defined, stressing a swift in flight away from the group; it is, however, still connected - the methodologies of the sector are still in situ but understood in unique and self-reflexive ways. The accent of the Swift is orange, which - combined with the blue - signifies the L&D as a sector. The logo was altered fot contrast, however, and I toyed with the notion whether the swift should fly free from the template of the puzzle to focus on uniqueness. This was too messy aesthetically, however, and didn’t convey the full message. Finally, background motivational text was added to the final design to add a sense of all the elements in the course and convey excitement without losing structure.