Building Swing Tx's physical presence

Swing Therapeutics develops digital therapies that help people with chronic illnesses live their best lives.

At Swing, an early-stage startup based in San Francisco, my role within the product team was instrumental in shaping the evolution of our brands and enhancing user experiences across digital and physical channels and multiple touchpoints. I collaborated with cross-functional teams including product, marketing, engineering, and clinical experts. Together, we revitalized Swing Tx's online presence by redesigning the company’s website.

My role
I was responsible for creating the booth and crafting all the marketing materials for the upcoming conferences. This included designing the tablecloth, retractable banners, rack cards, business cards, and white paper.

Skills
UI Design, Design Systems, Branding, Visual Design, Accessibility, Responsive Design, Design Thinking, Presentation, Documentation & Design-to-Code, Communication, Problem-Solving, Project Management, Digital and Print Production

Software
Figma, FigJam, Zeplin, Jira, Asana, Slack, Zoom, & Adobe (Illustrator, Indesign, Photoshop, Acrobat)

Team
Senior Product Designer, Maggie Avila; Senior Product Manager, Abbha Morey; Head of Product, Nelson Mitchell; Marketing Director, Nicole Villeneuve

Setting
As a newcomer in the field, Swing Tx aimed to assert its expertise in developing digital therapeutics for fibromyalgia. One key part of the plan involved attending medical conferences to spread the word about our latest clinical study results.

Challenge
I was tasked with translating Swing's brand ethos across various materials while establishing its in-person presence. This had to be done within a limited budget, under a tight deadline, and while juggling other projects simultaneously.

Solution
We started the project by going over the brief, where I asked questions and hashed out some details. After that, I visualized how the booth would fit into the actual space before diving into the materials themselves.

Going over the brief
Before diving into the project, I went over the brief, asking questions and uncovering its nuances. I gained a good understanding of the project, setting a solid foundation for my next steps.

Desktop Research
Research was the crucial first step in designing Swing Tx's booth. I delved into understanding the audience, studying competitor booths, looking for vendors, and getting quotes.

Visualizing the booth
Using wireframes, I explored various layouts and element placements, ensuring visibility of important information from both near and far distances.

Working with multiple brands
What made this booth design a more complex problem to solve was the fact we were working with 3 different brands.

Desktop Research
I got started by researching printing vendors and getting a few different quotes.

Aligning on a solution
After a few design rounds, I got final approval on a direction. I finetuned the design by printing samples.

Building & submitting the print-ready files
After approval, I built the final files in Illustrator, tailoring them to individual names and details. Using my Pantone color guide, I made sure our colors would print just right.

Desktop Research
After going over the brief, getting all my questions answered, and aligning on details, I moved on to the research phase. I studied white papers from other companies to see how they solved a similar problem and identify what was working or not. I also researched vendors, got a few initial quotes, and presented them during the first design round.

Sketches & Wireframes
I started with one of my favorite tools, the old pen and paper. I divided the content into sections and pages and sketched the entire booklet. I then moved on to FigJam to create wireframes for the different pages. I shared them with the Marketing Director to get her input early in the process.

Low-fidelity designs
After implementing feedback from the previous round, I moved on to higher fidelity design. Again, I presented the low-fidelity designs to the Marketing Director.

Hi-fidelity designs
After a few rounds of presenting and iterating on the low-fidelity deisgns, I was at a good point to move on to a higher fidelity. At this point, I translated designs to InDesign.

Unexpected turns

Cheers

María-Inés is a full-stack designer who brings skill, thoughtfulness, and empathy to her work. In her roles at Swing, she contributes a full complement of skills to our small team, from UX/UI projects to evolving the company's brands. No matter what part of her skillset she is exercising, she is a quiet leader, centering the team around the “why” behind a project and making sure we didn’t lose sight of the business objectives while still maintaining a user-centric approach.

Nicole Villeneuve
Director of Marketing, Swing Therapeutics