Some founders would be satisfied with helping millions of people get easier access to doctors. But Zocdoc CEO Oliver Kharraz and his team have bolder ambitions; their sights are on transforming the relationship we have with healthcare forever.

Today, tech-first company Zocdoc helps millions of Americans find neighbourhood specialists, book appointments instantly and cut the form-filling. From day 1, eight years ago, the patient has sat at the centre of the offer. The platform is  also loved by doctors, enabling them to spend less time on admin and more on care.

With 600 employees and a recent valuation of the company at $1.8 billion, the Zocdoc team wanted to use their scale to go further. They want to help patients connect across a fragmented landscape and become a trusted centre of care – the digital heart of the experience.


“The new face of Zocdoc looks the way healthcare should – friendly, simple, and most of all, reflective of patients and real life”

Richard Fine, VP Marketing, Zocdoc
Fit for the future
We loved their objective and knew the existing brand experience wasn’t up to the task. Zocdoc’s promise to “give power to the patient” needed a system designed from their perspective. It had to show empathy, responding to a patient’s needs and emotions. It had to feel radically different from a healthcare sector beset by complexity, bureaucracy and analog legacy systems.

Seriously lovable
Out went a desktop-focused experience led by cartoon-like characters and a user flow focused solely on efficiency. In its place, we put forward a responsive, mobile-first experience.

Graphically, the design is a marked departure from sector norms. The warm, yellow-led colour palette is optimistic in feel. Instead of corporate shields and crosses, we created Zee – a line drawing of a dynamic letter Z with eyes, evoking an ever-changing face.

By subtly responding to situations in a human way, Zee helps patients feel like their journey is understood, and a true-to-life photographic style mirrors patients’ day-to-day lives. Taken together, and unlike any peer, the visual elements create the impression that Zocdoc is completely designed around patient needs.

Operating as one
Working in an agile way with Zocdoc’s Head of Marketing and Design, we’ve helped create a brand experience that’s caring, smart and simple. It was a collaborative and iterative process, based around frequent sessions with our respective UX and marketing teams.

“It combines the friendliness and aesthetics of Airbnb with the functionality of OpenTable and a dose of its own take on these new visual standards”


Everyone played with and tested the system out in different use cases, and critically, real patients were brought into the conversation at an early stage. They were key to the decision-making process, and ultimately chose the most radical solution. Feedback loops between us and the end users provided a basis for swift improvements.

With an experience designed to match their bold human vision, Zocdoc is now a better partner to millions of patients, and puts them in control of their own health.

Introducing The Grid
After developing a series of innovative new products based on customer needs, we helped Virgin Active launch The Grid. It’s a typically Virgin take on trends in movement training, designed to get people moving fast and working as a team. By fixing the activity to a grid of 2mx2m on the gym floor, large groups can take part, burning up to 600 calories in 30 minutes.
Through a series of workshops, interviews and research we created a singular proposition – ‘learn to move the tough way’. It focused the customer journey and inspired a series of neat interventions. From the introduction of the Tough Minute (a killer 60 seconds of activity to raise the heart rate) through to digital sign-in screens and environmental takeovers, The Grid was hard to miss. Launched in 29 Virgin Active health clubs over the first few months of 2015, it made an impact on members and newcomers alike.


The Virgin brand gives us a license to be unconventional. With the Grid we’ve created something exciting for members, unlike anything else”

Tim Carter, Group Brand Director, Virgin Active

Next up, The Pack
Following our work on The Grid, Virgin Active challenged us to develop a group cycle product for worldwide launch. With huge potential for integrating live performance data, the already popular format needed a revamp.

We looked at the opportunity from four different perspectives: the users, the market, the product and the business strategy. Our analysis showed that exercise is more rewarding when there’s a shared purpose, yet the Group Cycle experience, despite playing out in the proximity of other people, was essentially solitary. The new product would change this. It would be based on a simple concept, ‘together we ride’, and pit teams against each other.

From concept to experience
We partnered with Virgin Active’s marketing, technology and fitness teams to design the overall user experience. Rather than lean towards the pro-performance racers, we designed for the fun-loving ‘Exertainer’ audience, and created challenges with a typically Virgin flavour – Sumo, Speed Freaks, Hold the Line and Big Burnout.

With concepts in place, we needed to think about how it would play out in the studio. We explored the technical architecture of the fitness product and established the capabilities of the environment, working closely with Virgin Active’s design team and partners, including Deloitte Digital, Hutchisons and Horare Lea.


“I am really proud of the product. There are so many complex parts that we’ve managed to pull together smoothly, resulting in an exceptional experience”

Dael Williamson, Head of Enterprise Architecture, Virgin Active Europe
Setting the stage for success
At the heart of the new product sits the Experience Manager – a smart desktop app we prototyped that aggregates bike data into team data, and curates the screen interface, lighting and sound for a multi-sensory experience. Crucially, the Experience Manager does the legwork, freeing up the instructor to motivate teams to win Challenges.
In the final phase of our work, we specified software dependencies and created prototypes to prove that the technology stack was capable of powering a real-time, connected studio experience. We also recommended hardware for in-studio computers that would be capable of running the Experience Manager, while meeting Virgin Active’s price and platform requirements.

In a short period of time, we delivered a breadth of work with a single multidisciplinary team covering strategy and concepts, visual, interaction, game and environment design, software development, IT infrastructure planning, and go-to-market creative. Crucial to this process was the ability to work draw on the expertise of specialist Virgin Active teams.

The Pack was rolled out in eight Virgin Active clubs in May 2016, before riding into gyms across the world to change group exercise for good.

“Working with Wolff Olins, we have created a unique product which harnesses the fun and team spirit that’s so much a part of Virgin Active”

Clare Gambardella, Chief Marketing Officer, Virgin Active Europe

The word ‘cancer’ used to make people uncomfortable. It was discussed behind closed doors, and relief organisations only connected with patients inside surgeries and hospitals.

Macmillan were best-known for their nurses and the end-of-life care they provided. Their behaviour and communications felt institutional, which limited their scope.

But the landscape in the UK was changing. Relationships between charities and their supporters had evolved and it was becoming clear that the 2 million+ affected by cancer could benefit from social, practical support. There was potential for a radical shift.

From relief to support
We made the case that we all need to play a part in the solution to cancer, and in this context, Macmillan wasn’t simply about ‘cancer relief’ for patients. It could be an everyday source of support for anyone affected by the disease.

If Macmillan were to become truly ‘everyday’, they had to find a place within our daily lives. They needed a presence in schools, in workplaces, on the high street and online. We created an expression that would inspire participation from these places. It would feel personal and immediate, rather than institutional.

Getting into shape
In beginning to enable those living with cancer to provide support for each other, Macmillan faced a big challenge. We helped them build capabilities and select the right agency partners. We created an open access making site for supporters, Be.Macmillan, where they could design professional quality materials.

We coached all levels, up to the CEO, to own and live the change. Macmillan’s in-house design team spent weeks at our offices, and our experience principles guided ongoing work.

“The new brand helped us to recruit excellent fundraisers from across all sectors”

Lynda Thomas, Director of Fundraising, Macmillan

Realising the strategy
Within two years of the rebrand Macmillan’s fundraising had defied the recession, increasing by £26 million – a 6% year-on-year growth. They were helping far more people, in more places, than ever before: website visitors had doubled; callers to the Macmillan Support Line increased by 35%; and 50% more people had found the benefits they were entitled to.

Recruiting became easier: one in two people interviewed cited the brand as a reason for their interest, and its relevance led to a groundbreaking partnership with Boots, delivering cancer services on every high street in the UK.

Macmillan revolutionized the way Macmillan supports their volunteer community. There are 40,000 regular users and content templates have grown ten-fold, saving marketing spend and empowering an army of fundraisers.

“We became a completely different organisation, with a much more dynamic and can-do attitude”

Hilary Cross, Director of External Affairs, Macmillan

While this wasn’t all the direct result of the rebrand, the work undoubtedly helped to provide the platform for a more self-assured and assertive organisation.