Today, tech-first company Zocdoc helps millions of Americans find neighbourhood specialists, book appointments instantly and cut the form-filling. Real patients were brought into the conversation at an early stage. By subtly responding to situations in a human way, Zee helps patients feel like their journey is understood, and a true-to-life photographic style mirrors patients’ day-to-day lives. Instead of corporate shields and crosses, we created Zee – a line drawing of a dynamic letter Z with eyes, evoking an ever-changing face. The warm, yellow-led colour palette is optimistic, instead of clinical, in feel. Graphically, the design is a marked departure from sector norms. From a desktop-focused experience led by cartoon-like characters and a user flow focused solely on efficiency, we put forward a responsive, mobile-first experience.
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