Surgery is like vacation: sooner or later, nearly everyone needs a little to get by. But how do you quantify a “great surgeon”? How can you obtain a holistic snapshot of a procedure’s risk, factoring in the performance of the individual performing it?

These are the hard questions Patient Expectation set out to answer. To transform surgery into a more honest and transparent patient experience, they needed an honest and transparent website to connect with patients, doctors, and insurers.

Managing Expectations

We began with just an idea: no name, no content, and no brand awareness. As we grasped the vision for the company, we strategized with the founder to develop a memorable name that bottled the vision while packing a phonetic punch.

Patient Expectation had three unique audiences to reach: patients, surgeons, and insurers. We designed the logo, typography, colors, and iconography with all three in mind, seeking a balance of authority, trust, and approachability.

With the brand defined, we began crafting the website. By delivering straightforward information without relying on cliché stock imagery, we created space for the brand, iconography, and big ideas to lead the conversation.

Our aim was to offer a simple, restrained and clear presentation. In keeping with our responsive design philosophy, we designed every view of the site to feel manageable yet complete, neither inundating users with content or hiding it within submenus.

Surgery is too important to get wrong. Just as Patient Expectation isn’t content with the existing surgery paradigm, we’re not content with a medical web paradigm that coddles users with subpar user experiences and outdated stock photography. Whether this is our only procedure or, like a good surgeon, only one of thousands, we know there’s nothing more important than getting it right.