While Indigo’s NED has been a go-to resource for many industry practitioners, listing over 10,000 assistive technology products, the team believed that more could be done for users to improve and streamline their marketplace experience. The website’s user experience had been in stasis for almost 10 years and NED itself didn’t have a distinct brand. In years past, while NED was managed by Indigo, it was a shared national initiative that didn’t have its own identity in the market. As Indigo eventually inherited and took ownership of NED, the team identified a need to create and build equity for the database’s own brand.
We conducted half-day co-design workshops with Indigo’s working group, executives, communicators, and product managers, to understand the activities, behaviours needs and ambitions for NED. After multiple sessions with them, we learned and identified that while NED’s user experience needed to be rebuilt, it also needed to have a distinct, standalone identity to create equity in the industry. We were tasked to ultimately redesign the entire NED initiative online, including creating a brand strategy and developing an identity that would bring it in line with Indigo’s own recent organizational rebranding.