Qure.ai
Healthcare | Technology | Design
Overview
Qure.ai provides Artificial Intelligence (AI) solutions for radiology by enhancing imaging accuracy and improving outcomes with the assistance of machine-supported tools enabling faster diagnosis and treatment.
My Role
Experience design from research and conceptualization, to visualization and design governance
About the Project
Qure.ai provides Artificial Intelligence (AI) solutions for radiology by enhancing imaging accuracy and improving outcomes with the assistance of machine supported tools enabling faster diagnosis and treatment. They tap deep learning technology to provide automated interpretation of radiology exams like X-rays, CTs and Ultrasounds scans for time and resource-strapped medical imaging professionals.
Background
The aim of the project was to restructure and reimagine Qure.ai’s corporate website.
In order to showcase their vast scope of abilities, real world impacts of their solutions, and to reach a wider range of clients, Qure.ai wanted us to enhance their web presence. Our task was to understand the client’s goals and aspirations, iterate and structure the information to deliver
a website.
The website is now live at https://qure.ai
Brief
Project Overview
Highlight Impact
Bringing Impact to the forefront through customer stories
Liquid Layout Approach
Adopting a liquid layout to design for scalability
Modular Design
Modular approach to design components
Universality
Use of simple and easy to understand language
Design System
Well organized UI kit with guidelines and rules
Visual design
An approachable and fresh look and feel in terms of visual design
We embarked on designing a groundbreaking website for a pioneering company that leverages AI to address challenges and assist medical professionals in India's healthcare sector. This project was both challenging and exhilarating, as we defined and developed a website to showcase Qure.ai’s innovative solution at the forefront of med-tech in India.
Impact
Pronounced increase in website traffic
Notable increase in customer base
SEO has increased organic traffic
Longer session duration and lower bounce rates
Significant increase in conversions and revenue
More number of unique visitors
Design Process
Insight
Interviews and Workshops
Competitive Landscape
Synthesis
As part of this project, key members at Qure.ai were interviewed to help us arrive at directions for the new website. Competitor landscape was also studied to get a holistic perspective. The following case study comprises of the findings from these interviews and studies, and the resulting strategy for design.
Strategy
Principles
Content and Design
Future of Website
Information Architecture
Design
Content Map
Menu and Navigation
Content Inventory
“The website should enable us from a commercial standpoint to get us more clients, get us more inbound enquiries, reach more potential customers, and reach more countries that adds to credibility.”
Chiranjiv, Chief Commercial Officer, Qure.ai
“We want Qure.ai to provide affordable and accessible healthcare through AI, especially to the parts of the World where radiology is not available”
Prashant, CEO, Qure.ai
“We’re aiding healthcare professionals rather than solving a big problem altogether.”
Anupama, Product team, Qure.ai
We conducted group interviews and workshops with key members of the product, marketing, management, and leadership teams at Qure.ai to help us gather insights for the new website. Through the interviews, we wanted to get a sense of the visual tonality that would attract potential users to the website.
I compiled the interview questionnaire to get a better understanding of the business, their goals and aspirations, vision, growth index, and competitors.
Primary Research
“You have to keep on reinventing yourselves, learning new things. We have a wonderful culture of learning where everybody shares with everyone, everybody is equal.”
Supriya, Product team, Qure.ai
“Trustable AI has been key differentiator for us and that should come out on the website as well.”
Reshma, Product team, Qure.ai
“Legacy and credibility should be conveyed through comprehensive impact stories.”
Rohit, Comercial team, Qure.ai
Understanding the Users
Competitive Analysis
The websites analyzed effectively evoke aspiration through their design and content, tailored specifically for their audiences in the AI-powered healthcare sector. We have identified and summarized key themes essential to these websites.
Impact
Infervision - Infervision highlights case studies on the homepage.
MaxQ AI - Through testimonials, MaxQ AI showcases stories of treatment and experiences by healthcare workers.
Viz.ai - Viz.ai uses real world statistics to emphasize the performance of their solution.
Solution Based Journeys
Lunit - By highlighting their key solutions, Lunit redirects users to the specific content.
Zebra - Disease focused solutions are listed as AI solutions in the main menu.
Viz.ai - Viz uses a mega menu to subdivide Products as Viz Platform, Workflows, and AI Detection.
Principles
Communicate Impact Tangibly
Effectively communicate impact through user (customer/patient) stories to imprint trust and reliability, and Qure.ai’s role in improving the quality of life for its direct and indirect users.
Enable Approachability/Accessibility
Refrain from portraying AI as an imaginary concept that’s far into the future, rather convince the user that AI is real and very much a current phenomenon. Focus on aspects of simplicity, human centricity, and positive influence of AI in human life.
Demonstrate Universal Relevance
Avoid over-emphasizing of individual products but communicate the universality or multidimensionality of the platform and its applications in the overall patient journey.
Reinforce Technological Brilliance
While focusing on intellectual accessibility, showcase the breadth and depth of the research, operational excellence and outcome-led practices.
Information Architecture
Based on the insights from our research and the guiding principles (strategies), we were able to derive a couple of iterations of the overall structure of the website. Upon regular discussions with the client, we refined and finalised one direction (Option C), which is given below.
Wireframes
Next, we translated the workflows into wireframes. This helped us visualise the content, layout and functonality of each screen corresponding to the user journey adhering to our principles.
Ideation
Usage Across
Web
Branded collateral - offline
Prodcuts/Platform interfaces
Principles
Communicate Impact
Demonstrate Universal Relevance
Enable Approachability
Reinforce Technological Brilliance
During the interview sessions with the team at Qure.ai, we were able to get a rough idea about the direction for visual design from the team. We presented them with visual moodboards and asked for their preference. We also asked them to describe their aspirations for the business as well as the website. Based on the information provided by the Qure.ai team along with the principles we derived, we were able to further ideate to drive us towards the desired visual design style.
Which means
Accessible colors, appropriate contrast
Platform-agnostic Typography, that works online and offline
Range of colors that can be used to punctuate text heavy collateral
Palette that can be adapted to interfaces as well as print
Colours
Energetic, Warm, Organic
Neutral, Accessible, Serious
Friendly, Familiar, Soft
Intellectual, Sharp, Confident
Typography
Strong, Precise, Impactful
Accessible, Modular, Versatile
Humanist, Adaptive, Friendly
Modern, Geometric
Visual Design: Iterations
Credible
Impactful
Sharp
Accessible
We compiled three unique visual design directions as style tiles based on the ideation stages, keeping Credible, Accessible, Impactful and Sharp at the forefront of each direction.
Design Library
Visual Design: Screens
Homepage
Since homepage is the first point of entry into a website for the user, we meticulously designed the structure, hierarchy, layout and, more importantly, the visual design. It was our suggestion to the client to include partner logos and testimonials on the homepage itself to highligh Qure.ai’s impact.
Menu
Menu becomes the backbone for navigation of any website. Hence, after multiple iterations and discussions with the Qure.ai team, we were able to finalise the best approach to showcase their wide range of products, specialities and impact.
Footer
The menu design became the basis for the footer of the website. We placed the skeleton of the website and the most essential links in the footer.
Products
Qure.ai has several AI products for specific radiology scans. We created a product page template to showcase the product features, certifications, applications, and impact.
Specialities
Qure.ai specifically caters to certain disease areas or specialities. We created a specialities page template to highlight the workflow, products, target audience, stakeholders, and impact.
Impact
The impact page is designed in such a way that it highlights quantitative data, customer stories, clients, and other news.
Development
The new website was hosted and developed on WordPress. I closely collaborated with the development team to help them understand the design and its functionalities. I also ensured that the team maintains consistency while building the website.
This project has been a fulfilling journey, allowing me to actively participate from inception to final outcome and learn extensively along the way.
I had the opportunity to translate research findings into visual design, enhancing the project's relevance and value for users.
Through primary and secondary research in the med-tech domain, we ensured the project's relevance and value for users.
My Learnings
Constant discussions with developers throughout the project helped us understand the capabilities and limitations of our design.
For the first time, I had the opportunity to lead and closely collaborate with developers during the development phase.
The developers taught me the basics of WordPress, enabling me to update content and ensure design consistency.