Allē

Redesigning a legacy product & brand for a new generation

Role:
Design Director + Designer

Project:
Digital Transformation & Re-platforming

Outcomes:
UX Design, UI Design, Brand Strategy,
Design System, Business Design, Product Development

Period:
2020—22

Overview

Allergan Aesthetics leads the medical aesthetics industry, but it’s consumer loyalty platform and product, Brilliant Distinctions, was tired and built on a patchwork of technical infrastructure installed over a decade of iteration.

The business had an opportunity, and it needed to transform to be able to go after it.

Insights

93% of the total addressable Medical Aesthetics market is untapped.

Customer demand continues to outstrip supply and a legacy industry infrastructure provides fertile ground for disruption.

Working in partnership with Allergan Data Labs (A-DL), we undertook a transformational approach to updating this legacy digital platform. The tech stack that underpins the product was completely overhauled, with a focus on data science and omni-channel personalization. In parallel to the technical and engineering transformation, we began working on a rebrand that would define a new, contemporary aesthetic for the organization.

The product suite comprised of a customer facing loyalty/booking platform and a client-side platform for managing aesthetic clinic workflows. The relationship is ongoing and the software is being iterated upon as we learn more from the data and usage.

Allē.com
App Store (US)

A New Identity

Allē was defined as a name, and a new identity and brand were developed. The Brand Identity and guidelines were the backbone, developed with a focus clearly on the user first, and with simplicity and style at the heart.

A beautiful brand identity and design system requires photo and video assets that hit the same high bar. Shot across multiple locations in California we produced a shoot to prime an asset library that covers every potential use case and user touchpoint. lifestyle shots, consumer Rresearch, in-practice shots and treatments.

Design System

With the expansion of the Allē digital ecosystem, we were faced with the need for a design system that is easy to use, flexible across applications, and houses the brand styles and componentry in a globally consistent way. A cloud-based master component design library was built on the principles and methodologies of atomic design, setup with super-smart color, typography and effects styles. Allowing the team to change one style and apply changes to the entire library.

100’s

Of components and variants
An atomic design system built to scale.

UX & UI

Pages, flows and prototypes
An extensive template library streamlining design to development workflows.

Styles

Design Patterns
Smart colour, typography and effects styles were setup for internal teams to use.

Design fast. Design consistently.

The design system alleviated us and the internal design teams wasting thousands of hours starting from scratch on every internal project. The Allē design system came packed full with everything needed to design modern and beautiful UI and software tools using Figma. Collaborating closely with the Allē team, we embarked on a mission to develop a unified design system, built in Figma that would revolutionize the way designers and developers worked together.

Through research, seamless collaboration, and commitment to improvement, our team crafted an updated system that embraced a wide range of components, guidelines, and patterns, along with working processes to define what would go in and out of the design system. But we didn’t stop at merely standardizing visual elements. Embracing a holistic and consumer-centric approach to design, we prioritized considerations such as interaction, motion, accessibility standards, and responsive layouts to ensure a consistently great Allē experience for all.