Pineapple is an online platform with a mission to improve the holistic wellbeing of its users by helping them discover, plan and achieve their goals in life.
App · Web · Brand · Illustration
Dimensions of wellbeing
Aetna Insurance was exploring ways to support its customers beyond their medical needs. Working with teams across Aetna’s Health Cloud division and The Harvard School of Public Health, six aspects of life were identified as necessary to feel secure, healthy and motivated.
Learning the user
In collaboration with The Harvard School of Public Health, we developed a survey asking users questions across the six dimensions to better understand their wellbeing goals. Based on their responses, users are presented with personal recommendations tailored to their needs, interests, and motivations.
Pineapple’s library of resources, made up of articles, videos, podcasts, coaching programs, and third-party support services, is organized into collections based on shared topics and themes for ease of discoverability, increased relevancy and to meet the variety of users’ learning preferences.
Made for mobile
Pineapple is designed as both a web responsive and native mobile experience.
Surfacing insights for employers
Pineapple is a subscription service offered to employers in support of their employees. It allows employers to select a variety of resources from its library, and then track key performance metrics of each resource in relation to the company’s overall wellbeing score. With this information, Pineapple can make more insightful recommendations to employers around which resources may best serve the needs of their employees.
Building a micro-brand
The challenge in creating a brand for Pineapple was to build one that could compliment the brand of its parent company (Aetna/CVS), while being able to stand on its own.
Pineapple’s branding effort began by defining the core qualities to drive all of its messaging. These being: playful in spirit, friendly in voice, exciting in color, clever in messaging, and simple in aesthetic.
Messaging with Metaphor
Pineapple relies on visual storytelling to help communicate abstract and complex concepts, while also using the medium as a way to add humor to the experience and celebrate the brand’s more playful spirit.
Developing an illustrative voice
Informed by the brand’s key qualities, Pineapple’s illustrative language is made up of simple geometry, gentle curves, bright colors, soft gradients, and strong visual hierarchy.
Product Discovery
Over the course of a year, the project went through a series of design development stages, organized into three product release tracks: Pineapple’s minimum viable product (MVP), its enterprise offering (Pineapple 2.0), or its integrated retail offering (CVS HealthHUB).
Each track relied on formative research involving qualitative interviews, co-creation workshops, prototyping, user testing and accessibility reviews.
Throughout the project, considerable efforts to engage users of all backgrounds were made to learn more about the application’s core-audience — what motivates them, the level of engagement they have in their health, what issues take priority in their lives, and where/who they look to for support.
Office
Aetna CVS
Disciplines
Branding
Research
Design Direction
Art Direction
UI/UX Design
UX Strategy
Illustration
Audience Strategy
User Testing