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Case study: Zava rebrand & website rebuild

Overview

The Zava rebrand project was a massive undertaking that spanned nearly two years and involved creating a completely new brand experience across three countries. Germany, France and the UK.

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Previously known as DrEd, the company had a loyal user base, but the brand had become misaligned with its vision and mission. The website looked outdated and was losing traffic to competitors with more modern branding. One of the main goals of the rebrand was to maintain revenue during the transition from DrEd to Zava while also improving the user experience and setting a new direction for the brand.

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Company: Zava

Role: Head of UX

Year: 2015 - 2019

e-commerce    regulated industry   health-tech   rebrand

Problem to solve

Rebrand and rebuild the DrEd website to Zava without losing market share or patient trust, across three countries.

Solution and outcome

Three months after the rebrand launch, the new website achieved over 25% year-on-year growth, along with improved NPS and system usability scores. 

The Process

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Discover & Define

The first phase of the rebrand project involved assembling a cross-functional working group to identify key issues and plan our approach.

My role included initiating discovery and research to help the rebrand agency gain insights into our users and the business.

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We conducted ethnographic research, analysed years of website data, distributed surveys, and developed a deep understanding of our patients.

The data revealed that 80% of our traffic came from mobile, and our biggest challenge was building trust. With a primary goal of retaining trust and market share, we set to work on the redesign.

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Wireframing & Experimentation

My next step was to analyse the existing website experience to understand our starting point and define what we needed to build.

 

I created low-fidelity prototypes through wireframing to test with users and ran experiments on the DrEd website to validate our hypotheses, such as comparing the effectiveness of photography versus illustrations. The results showed that photographs in the hero image led to a 5% higher conversion rate compared to illustrations.

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Brand design

We worked with Brand agency Human After All to create our new brand visual identity. HAA created a light touch brand guideline which the Zava team transformed into a mobile first, accessibility standard AA, website. 

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We created a UI Library. Reworked and redesigned our most visited pages, creating a consistent, much improved user journey and interface.

Delivery

The brand we launched in 2017 continues to thrive 8 years later. After the rebrand, my focus shifted to ongoing experimentation with conversion optimisation, developing new products, and improving patient onboarding. Not to mention hiring and managing a team of 15 brilliant designers and researchers.

My Role

  • Cross-Functional Team Leadership - Leading and coordinating a diverse team to identify key issues and plan the rebranding approach.

  • Discovery and Research Initiation - Conducting initial research and discovery phases to gather insights about users and the business.

  • Ethnographic Research - Carrying out in-depth qualitative research to understand user behaviour and needs.

  • Data Analysis - Analysing website data to identify user behaviour patterns and traffic sources.

  • Survey Development and Distribution - Designing and distributing surveys to collect user feedback.

  • User Insights Development - Developing a comprehensive understanding of users, focusing on trust-building and retention.

  • Website Experience Analysis - Assessing the current website experience to determine areas for improvement.

  • Wireframing and Prototyping - Creating low-fidelity prototypes to test design concepts with users.

  • A/B Testing and Experimentation - Running experiments to validate design hypotheses (e.g., photography vs. illustration effectiveness).

  • Data-Driven Decision Making - Using experiment results (e.g., a 5% higher conversion rate with photographs) to guide design decisions.

  • Collaboration with External Agencies - Partnering with the branding agency (Human After All) to develop a new brand identity.

  • Mobile-First and Accessibility Design - Implementing a mobile-first approach and ensuring the website meets AA accessibility standards.

  • UI/UX Design and Development - Creating a UI library, redesigning key pages, and enhancing the overall user journey and interface.

  • Branding and Visual Identity Development - Collaborating on the creation of a new brand visual identity and guidelines.

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