HealthTree is a cancer foundation that currently specializes in Multiple Myeloma and adds years onto patients’ lives by connecting them with custom treatments from specialists.

Product design, branding, web, & print design
Lead Product Designer & Art Director at Inlay Studio

Project overview

HealthTree wanted to add seven features onto the single feature they launched with. Data from their initial launch showed users were apprehensive about using the app and were confused by the corporate structure.

Research showed people didn’t like the parent brand name or visuals — it felt like a soulless pharma company interested in your wallet, not a non-profit cancer foundation.

The challenge

A patient’s myeloma data is the key to extending their life — overlaying treatment data onto lab results enabled the patient to make informed decisions.

Patients would get addicted to entering in lab results. Each lab they entered changed the graph and they would literally spend hours entering data. It gave them a feeling of control they needed on their journey, while also giving them vital insights.

Educating patients

The data was complex and patients had to be educated for it to be useful. The default page states were a great opportunity, allowing us to educate and motivate patients before they entered their data.

We wove educational/supporting resources into any place it could be useful. Every page had a link to a relevant course on HealthTree University.

Fighting cancer is as emotional as it is physical, and support is essential to keep patients motivated. We used calming visuals and empathetic communication throughout the brand, focusing on moments where users might feel anxiety.

Patients without motivation literally give up treatment, so support is more than just a nicety, it’s a necessity.