As a freelance Digital Art Director, I developed creative concepts and helped define the visual direction for Virtuwell’s Member Health Portal redesign, creating a clearer, more approachable experience for accessing virtual healthcare.
I designed creative concepts for Virtuwell, an online healthcare diagnostic platform built around progressive disclosure. The experience guided users through a dynamic decision tree, adapting questions and recommendations based on their symptoms to create a more relevant and personalized care journey.
At the time, this adaptive approach represented an emerging model for user-centered digital experiences. I designed the supporting visual language, including custom iconography and a responsive UI system optimized across desktop, tablet, and mobile.
Virtuwell was an early online clinic providing on-demand, evidence-based care from board-certified nurse practitioners. The platform enabled patients to address health concerns through a guided diagnostic process and receive personalized treatment recommendations remotely.
Working as part of a multidisciplinary digital team, I helped define the user experience, simplify complex healthcare workflows, and create a cohesive interface focused on accessibility, trust, and ease of use.
Preston Kelly received a 2013 Internet Advertising Competition (IAC) Award from the Web Marketing Association for the Virtuwell project — Outstanding Achievement in Internet Advertising.
As Digital Art Director, I gave Virtuwell’s healthcare platform a design check-up, prescribing sleek visuals, custom iconography, and a refreshed UI that works flawlessly on any device.
