Cove

Specializing in personalized migraine treatments, Cove offers services such as ongoing access to care coordinators and doctors to help manage migraines. These treatments include acute, preventive, and anti-nausea medications, as well as research-backed supplements. Cove’s services are designed to be accessible and affordable, with the goal of improving the quality of life for migraine sufferers who have limited access to specialized and preventative care. Since migraines are a chronic condition with no cure, Cove also provides patients with educational resources and helpful tips to aid in faster recovery.

ROLE

Senior product designer

TOOLS

Sketch, Zeplin, Figma, Principle

CREDITS

Michael Rado, Jonathan Sang, Grace Pelling, Rebecca Staughnessy, Ricky Zese

YEAR

2020-2021

CAMPAIGN

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A real connection to onboard patients

The Cove website had undergone limited revisions and maintenance since its launch. Since then, Cove has expanded its product assortment, gained deeper insights into the customer lifecycle, and broadened its appeal to a wider audience. I was tasked with revamping key marketing pages, including the offering page, Migraine 101, the homepage, and blog pages. Moving away from legacy illustrations and outdated graphics, it was crucial to incorporate storytelling that resonated with real-life migraine sufferers and their lifestyles. In my approach to refreshing the marketing pages, I presented the Cove team with competitive design patterns, new system components, and modules to elevate the look and feel of the brand.

Understanding the business needs

Since its launch, Cove has expanded its product line and services, prompting a need to rethink how its messaging and design were incorporated into the marketing pages. Patients were categorized as either highly informed or highly exploratory, but many were unable to fully grasp what Cove had to offer. After conducting research and a competitive analysis, I identified that Cove was losing significant brand trust, and there was no clear indication why patients should choose Cove as their subscription provider.

Goals

Create a comprehensive and reputable resource for migraine sufferers, offering clear answers to their most pressing questions and providing the essential information they need to take control of their condition
Use the learn page to generate leads and make it easy to convert if people are ready
Optimize the learn landing page and the general marketing pages for organic search

Design process

After kicking off the project and brainstorming with stakeholders, I was able to dive into envisioning what Cove’s new design would look like. Based on research, I identified several design patterns to explore. I designed each section as modular components, allowing for future testing and optimization aimed at converting new patients into subscribers. I collaborated closely with the marketing team to prioritize key elements and establish a clear visual hierarchy to engage new users effectively.

Goals

Get stakeholders to sign off on individual modules added
Figure out visual hierarchy and story
Revamp copy and content for engagement
Add brand reassurance and promote brand awareness
Update product list and categorize them into their pertaining categories
How quickly can we give the user an understanding of what Cove is?
How can we guide the user to explore deeper into Cove and other existing marketing pages? (ie: Cove 101, Our offering, Learn, etc)
What is the content hierarchy?
What do we want to optimize and test for future?

A step by step guide to how Cove works module

Online Consultation: Patients begin by completing an online consultation, which includes a detailed questionnaire covering their migraine history and medical background.

Personalized Treatment Plans: Based on the consultation, Cove offers over 20 FDA-approved medications and supplements. These treatment plans are customized to meet each patient’s specific needs.

Medication Delivery: Prescriptions are delivered directly to the patient's home for convenience and continuity of treatment, with billing on a quarterly basis.

Ongoing Care and Support: Patients have unlimited access to messaging with their medical providers, allowing for continuous adjustments to treatment plans and ongoing support.

Insurance and Costs: While insurance is not required, Cove accepts it for initial consultations and some medications.

New Cove offering page

During the initial discussions about revamping this page, our goal was to showcase Cove’s actual medications and physical products upfront to users, as we didn’t have detailed product pages at the time. This feature was being developed when I first joined the redesign project, and I collaborated closely with other designers to determine the necessary design components for the page.

On the old page, the only price shown was the low first-time doctor consultation fee, and users had to scroll past large blocks of text to find a toggle revealing acute and preventive medications. This was far from an ideal user experience. Additionally, the product list was outdated and incomplete, failing to represent the full range of what Cove had to offer. For a migraine sufferer or first-time visitor exploring the site, navigating through the pages to find a product was tedious, leading to user drop-offs. Our team recognized the need to optimize this page to make it easier for users to find the information they needed without having to sift through multiple pages.

Goals

Transparent monthly pricing
The different products Cove has to offer and future expansion of the product line
Brand reassurance and trust
Add the "How Cove works" module
Doctor consultation or a doctor trust module regarding doctor credentials
A link to the product detail page for more information regarding the specific product

Blog redesign and search bar

One of the newly added features to the blog section was the search bar. Since we had so many articles readily accessible, we found it was necessary to toggle between questions to filter out keywords and provide recommendations. It didn’t make sense to scroll all the way through to the never-ending bottom of the blog page and scan the site. The search bar provided users an easier way to directly find what they were looking for and essential to navigate through the maze of published articles.

Blog article pages

Patients can access educational resources and find relevant information for their migraine journey in the Cove blog section. The blog covers a variety of trending topics and allows users to explore areas of interest related to migraines. The sub-navigation contains three major topics that users typically search for online: questions about migraines, treatments, and living with migraines.

When designing the pages, we focused on improving the navigation component, incorporating bold imagery, highlighting key quotes, linking to studies and related blog articles, and crediting authors to boost engagement. These features were carefully designed for both mobile and desktop displays. To improve load times, we eliminated endless scrolling, limited the number of posts per page, and redesigned the pagination to be easily accessible at the bottom of articles, allowing users to navigate to other pages effortlessly.

Additionally, we introduced two new modules that gently remind users of our offerings, including a link to start their consultation. A "Back to Blog" link was also added as a breadcrumb to allow users to easily return to the previous page.