Case Study: Illustrations For Medical Language School

Illustrations have a unique power to tell stories. One of our latest projects involved website design for German language A1-B2 courses for medical workers with narrative digital illustrations as one of its highlights. Read on to know what we did to outline the task and find the solution, and get inspiration for the projects of your own.

Project and task

GermanLanguage.ph is an online school that teaches the German language to medical workers from the Philippines and nearby countries increasing their chances to get a job in Germany. While the domestic job market for nursing professionals from the Asia-Pacific region is scarce, many countries need them. Working conditions are not the same everywhere though. Hospitals in Germany need experienced nurses too and the employee rights are strong there. However, to work in the healthcare sector there you need to prove your German language skills at level B2.

This is what our client offers — specialized language courses for nurses and other students to help them pass exams, get an internationally recognized certificate, apply for a visa, and make their dreams come true. The courses are tailored for the needs of medical personnel, feature very flexible learning schedules, and help with cultural adaptation. They position themselves as helpful and competent experts recognizing that caring for other people is hard work and caring for their students in return.

GermanLanguage.ph in Instagram

The client wanted to make their web presence more efficient and needed to redesign their small promotional website to better connect with the target audience, tell about the advantages of their product, and communicate the message by creating a relatable story of success.

Solution

Why do people choose custom illustrations for their apps and websites at all? There are cases when photography (even the stock one) might be a better choice. After all, it’s more affordable than custom graphics and takes much less time to prepare. Custom illustrations though give incomparably more space for creative expression and are a superior choice when you need to tell a story. Storytelling may be a buzzword but it’s a powerful technique. In a certain sense, every piece of content we produce tells a story, intentionally or otherwise, be it an article, a logo, or a comprehensive narrative approach to UX design. The project before us was very people-oriented, so choosing to take visitors on the journey using illustrations seemed like a better idea for this case. Humans are very visual creatures and perceive visual stories much easier. What’s more, designing for medicine-related projects, you often need to ease its general degree of gravity and graphics are perfect for that.

When searching for the visual style, we based our vision partly on some of our other design concepts that the client liked:

GermanLanguage.ph illustration case - creative process

Filipinos are known for their optimism, resilience, and ability to smile no matter the situation. So to emotionally relate to the target audience and to emphasize the products’ value, the client wanted the new design to feel:

  • light-hearted and joyful
  • friendly and supportive
  • inspiring and optimistic
  • dreamy and sweet but without the air of childishness, respecting their student’s resolve to change their life circumstances.

The next step was to come up with a story that would provide an emotional value. Basically, any story tells us about a character, their challenge, and resolution. We decided to make a young Filipino nurse the story’s main character for the website’s homepage and moved to the sketching phase of the project. 

GermanLanguage.ph illustration case - Sketch 1

Meet Tala. She’s a nurse who already works abroad but is not happy with her current work environment.

GermanLanguage.ph illustration case - Sketch 2

One day a friend tells her about how much nicer it would be to work in Germany.

GermanLanguage.ph illustration case - Sketch 3

But first, she needs to learn German. A friend shows her the courses that can help her with that.

GermanLanguage.ph illustration case - Sketch 4

After finishing the courses, Tala has all the opportunities open to her.

GermanLanguage.ph illustration case - Sketch 6

Happy in her new environment, she reunites with her family.

We also made sketches for other pages of the website, including the one with information for students:

GermanLanguage.ph sketch - Students

And the one for employers:

GermanLanguage.ph sketch - Employers

Next came the phase of coloring. We chose warm, pure, and vibrant colors that we also used in the general design of the website to keep the consistency throughout the whole project:

GermanLanguage.ph - Color palette

Bright and bold colors are a way to stand out, especially with custom illustrations filled with optimism. However, to get the audience’s attention without tiring them, this trend is best used coupled with uncluttered designs: fewer details but more shapes.

Final result

Below you can see the finalized versions of the illustrations we used for the Students and Employers pages:

GermanLanguage.ph illustration case study - Students GermanLanguage.ph illustration case study - Employers

And here are the finished graphics for the main story:

GermanLanguage.ph illustration case study - Story 1 GermanLanguage.ph illustration case study - Story 2 GermanLanguage.ph illustration case study - Story 3 GermanLanguage.ph illustration case study - Story 4 GermanLanguage.ph illustration case study - Story 6

A happy ending for Tala and a new beginning for our client. Even despite the pandemic, their business has flourished. They are now expanding on other South-Asian countries like India and Malaysia.

Take a look at how the new GermanLanguage.ph looks like today. Now all together, the eye-catching and bespoke graphics set the needed effect. Painting a narrative, they are consistent both visually and emotionally. The new website looks fresher, more personal, and memorable. 

* * *

In the context of UI/UX design, the right kind of illustrations can help the rest of the content make a bigger impact and stand out in the torrent of information a modern smartphone user gets every day. There are much more of them in our Dribbble account, check them out.

Web & Mobile UI/UX Design
Not a programmer design. Pretty, efficient, and fully implementable
Written by Kate Shokurova
February 02, 2021

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