Who am I in this project?
Design Lead
Who did I work with?
・Internally
CTO, Marketing Lead, Sales Lead, Design Team
CTO, Marketing Lead, Sales Lead, Design Team
・Externally Philips Brand Committee
Project Lead, Design Representative, Sales Representative, Marketing Representative
What tools did I use?
Illustrator, Photoshop, InDesign, Powerpoint
What skills did I use/learn/gain?
Documentation, Cross-functional communication, Presentation, and Workshops/meetings Facilitator
Intention of the document
The following Brand Identity Platform (BIP) brings our vision for how we define physical therapy by delivering strong, impactful and relevant solutions to life. The BIP serves as a roadmap for the development, positioning and promotion of Philips Physical Therapy Solutions (PTS) products to create a caring, innovative and impactful customer and user experience. This is an approach for Inter-relating product semantics, experience and brand value representation. Three primary things this Brand Identity Platform brings to you are:
・Express the Philips brand in Physical Therapy Solutions in an unique and relevant way.
・Create one brand articulation in Physical Therapy Solutions that guides both internal and Philips stakeholders.
・Create a seamless (brand) experience along the entire consumer journey.
Our brand vision
Our brand promise is "caring, innovative and impactful". We use it frequently and consistently across from marketing campaigns to product & experience design.
Philips Physical Therapy Solutions break down barriers to exercise through program versatility, ease-of-use, tracking and seamless communication of relevant metrics between individuals and their care communities to deliver better outcomes.
Our pillars
After consulting/interviewing with some key people in the company, we sum up our outlook on the things that matter most to our customers, and where it naturally fits, reinforce those ideas in content we produce. Brand pillars are the points set our products apart from competitors. Identifying those couple of characteristics that we want to convey to customers can often be effectively shared by describing physical therapy industry and how we see things differently. These ensure that any touchpoint our customers received conveys consistent brand value: caring, innovative and impactful. Our pillars are captured in below.
Insightful solutions / Values
Physical Therapy Solutions ensures that products can be used by virtually everyone, regardless of their level of ability or disability. Acknowledging this greater inclusiveness, we offer solutions that consider the users’ experiences to make them more accessible to a wider range of people.
Insightful solutions / Attributes
Versatile
Insightful solutions / Attributes
Dedicated feature
Experience design / Values
Design is one of the pillars in that it becomes the physical manifestation of the the positioning statement. It is where we reflect our story and what is making us unique and recognizable in the market place. We have identified four core values that we build upon.
Experience design / Values
Form & detail
Experience design / Attributes
Color, material & finish
Experience design / Attributes
Interaction
Meaningful metrics / Values
Relevant metrics help report progress and guide caregivers decision making. Used it properly, metrics can provide key insights into the quality and end result that make the difference between success and failure. Our caregivers can consistently monitor and analyze to ensure continuous improvement for users.
Meaningful metrics / Attributes
Inspiring
Meaningful metrics / Attributes
Involving
Conclusion
The most important thing of this BIP is to make the connection with our prospects by being open with the customers about our approach. Listen closely for responses. We learn a lot about actual and perceived differences, and which mean something to our customers. But in the end, be actively working to use the results of this preparation and listening to say why we do things the way we do.
There are no wrong answers, but be sure any we think are worthy resonate with our customers. This document evolves in our rides. The best ones will call out unique capabilities our competitors can’t match, especially if we can back them up with stories that tell people these are a significant reason they should buy from us.
Responsibilities
・Lead and develop the BIP documentation.
・Work with internal and external stakeholders to reach a consensus by initiating workshops/meetings constantly.
・Make a promise to the consensus and keep it.
・Ensure the team is making design decision on product and services guided by the BIP.
Chia Ling Chen
UX Design・UI Design・Product Design
Open to relocate.
Thank you for your time and attention.
If you are interested in discussing further about my work, please get in touch with me at chialing83@gmail.com
If you are interested in discussing further about my work, please get in touch with me at chialing83@gmail.com
