LGBTQ+ people often face stigma and bias in healthcare experiences, resulting in delayed care and negative health outcomes. GLMA: Health Professionals Advancing LGBTQ Equality and the Tegan and Sara Foundation came together to create a safe space for LGBTQ+ individuals to find and connect with trusted, healthcare providers.
They sought Wide Eye as a creative partner to lead a strategic branding process and to create a new digital directory of LGBTQ+-friendly healthcare professionals that feels authentic, safe, and makes connecting to a trusted healthcare professional simple and direct. The end goal is a tool that is informed directly by input from the LGBTQ+ community, is authentic without being too “clinical”, and is a safe, friendly and effective user experience.
Success hinged on two main needs being met. The tool itself needed to be fast, user-friendly and accessible, and the directory built upon a robust network of providers. To ensure audience engagement, the brand and name needed to reflect the LGBTQ+ community authentically – avoiding some of the more common “clinical” pitfalls of healthcare industry design – and ensure a feeling of credibility and safety – avoiding the frustrating experience that often accompanies finding a healthcare provider.