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Case - Professional brand diagnosis

Abstract: UX design of a digital product, a quiz, in order to promote the understanding of advertising communication, more specifically the creation of visual identity for health professionals.

Role: UX designer

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UX design



When I was working with health professionals, I noticed a difficulty in knowing what they needed to do to reach their target audience, whether to publicize their office or to talk about Covid-19. For example, they have already reported questions about de  target audience for their communication actions, such as choosing a means of communication (website, social media, messaging applications, email marketing) to disseminate the information, in addition to not knowing the requirements for an accessible visual identity in all content.


So, I took these pains to myself and tried to solve them with UX design so that the advertising language that was so banal for me became clearer for everyone. And this was the briefing to create a gamified digital product about advertising communication for everyone.

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As a long-time researcher, I confess that I was looking forward to this stage. Finally, I would put into practice what I already knew about research methodologies. So, I started with desk research , that is, research on what has already been written related to the problem.


When I looked for content that included visual identity, branding and personal marketing, I came across several blog and video formats.  So, an insight came: how is all this reaching health professionals? This question could only be answered by talking to people. That's when I started recruiting volunteers.

The first step was to formulate a questionnaire , quantitative stage, with closed and some open questions. I bring two questions that show how communication is within the health professional's work:

- about search terms with emphasis on personal marketing . This is because many health professionals are entrepreneurs. 

- Google is where they most search for marketing-related content. It was because of this information that I added Google to the benchmark analysis that I will talk more about at the end of the text.

I invited the same people who answered the questionnaire to the qualitative stage, the interviews .

I wanted to find information that would help us make everything free. After a week of searching sites it showed up on Google and it didn't help much. (Interviewee F.)

In the interviews, the participants, health professionals entrepreneurs , showed that there is an interest in creating a brand identity as a way of publicizing the business. However, the participants pointed out that the information available in the market did not help them to make their brand identities, as the contents were diffuse. It is necessary to think of a digital product that indicates requirements for advertising communication by professionals.

All this was only possible thanks to the UX research stage, a precious phase of listening and analyzing data in order to get to know and understand the user . Based on the profile of the participants, I was able to create a persona to symbolize the audience that needed to be helped.

Persona - Maria Clara Monteiro - U course

Furthermore, the research made it possible to make the   empathy map   and o  benchmark . The first served to systematize the information collected from the participants of the two stages of the research. The benchmark was crucial to analyze what is already on the market as possible solutions to the reported problems. To produce these materials, Figma and Miro were the tools used. 

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After finding a problem, doing quantitative and qualitative UX research, it was time to start organizing everything to create a digital product.

The first step towards this was the Jobs Stories. An example:  When making my visual identity, I want a platform that indicates the necessary items so that I can request digital and printed materials. Based on the Jobs Stories, it was possible to make the user flow.

UX Awari - Maria Clara - user flow

You are probably thinking about how I got to this flow. The idea was to do a quiz on advertising/marketing communication in order to make the process of understanding playful for health professionals. The quiz is a great way to present the basic requirements for a brand identity while offering a reward at the end, in this case, an e-book on the subject. So the user flow involves the quiz steps. I also made a sitemap that guided the creation of wireframes.


All of this was thought through conversations with people which is the principle of user-centered design. Figma was my partner for the creation of screens with 8pt grids, frames for iOS, integration with Zeplin for the design system and, finally, made it possible to prototype and export the screens.

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"Professional Brand Diagnostics"

The development of the "Professional Brand Diagnosis" quiz was a joint effort between me and the mentor and the research participants.

Why do I say this? Because without them there would be no exchange of knowledge so that the final product would deliver something to the user.

The process of creating the screens involved researching the most used colors for the public and choosing the mobile device, since, according to surveys such as TIC Domicílios , access is growing exponentially. 

The user flow continues with the explanation screens about the quiz, 15 closed questions and a diagnosis divided into three profiles based on the score: beginner — when the person is still starting to make their mark; intermediate — when you already have some materials; and advanced — the professional already has a name in the market, but can make some improvements. In the end, the user will have access to an e-book about the requirements for visual identity and branding.

After making the screens and prototyping them, I proceeded to the usability tests with the same research participants.  This was the most interesting part of the process, as I had the possibility to see how the product would behave with potential users, health professionals. In addition, I built all the design system needed for the quiz in mobile format.

I did the tests remotely using the Maze platform. After their feedback, I made small adjustments like the WhatsApp button and the result text. Everyone said they understood the quiz and thought it was quick to do. 

Some of the Professional Brand Diagnosis screens

The main learning from this case is that the most important thing is to listen to the user.  Without the people who participated in the quanti, quali and usability tests, I would not have reached the result of the quiz. As a communication professional, it was necessary to move away from the area and try to see with different eyes what users needed.

Watch the full flow of the Professional Brand Diagnosis quiz here

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