GoSpring
How can we grow a brand in a stigmatised industry?
Overview
Project Owner; Branding, Digital, Strategy, Website Design, Art Direction, Packaging, Marketing
Tools
Figma, Sketch, Adobe Illustrator, InDesign & Photoshop, Webflow
Date
2021 - 2022
Background
Over 5 million men are affected by erectile dysfunction in Germany, and up to 63% of men do not visit a urologist. Due to the shame and stigma behind this topic, many men postpone and prolong visits to the urologist.
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With Wellster Healthtech, the brand GoSpring exists to help men digitally overcome their health challenges with ease, through medical questionnaires and guidance by medical experts.
Challenge
Wellster Healthtech needed help bringing GoSpring to the next level. To a level that reduces complexity, serves guidance, and educates, while removing the stigma of sexual dysfunctions to men aged 30 to 80-year-old.
That’s where I came in, a designer set with the mission to create a forward-thinking design that helps transform the fear of purchasing medication into an approachable and trustworthy platform where users want to go for help. A challenge I need to face is creating a brand that is loud, not afraid, and creates a progressive culture, all while having a clear medical focus.
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How can I grow a brand that removes the stigma of sexual dysfunctions?
Insight
In a study of 11,500 participants, 36% of men said they had never visited a urologist or family doctor due to shame and discretion. 48% cited convenience as the main obstacle to treatment.
On average it can take up to 2 years for a man to act on his sexual dysfunction, prompted by pressure from their partner, pressure from themselves, or post-operation. The fear of discomfort, or acceptance of their inability to perform, restrains men from treating their health.
Solution
Turning avoidance into Action
No more waiting lines. No more uncomfortable conversations. Just a smooth positive purchasing experience, on a platform that is designed with bold contrasting colors, compelling imagery, and a loud, clean font.
To be able to remove a stigma is to be able to create a space where you are comfortable and heard while invoking positive energy. The brand’s design is focused on adding a dimension of being a medical service provider that encourages users in a modern and positive way - getting prescribed medication, where you can feel comfortably you.
Bold Strategy
A homage to daring and witty, but always trustworthy and guided with medical expertise. The ability to balance modern with medical, loud with reliant. As a designer, I challenged myself of breaking the stigma, with a focus on being transparent and rebellious to bring forth a new era of telemedicine.
Performance
By creating a louder brand character, and offering a large variety of new products, we have been able to reach out to a larger range of users. The platform now treats men as young as 25-years-old, who suffer with premature ejaculation to men older than 55-years-old suffering from erectile dysfunction.
GoSpring has also risen from a 3.9 rating to a 4.7 rating with an increase of 110 thousand patients since the rebranding, which is an increase of 45% in under a year compared to the year before.