Redesigning for Engagement
Medocity is a digital health platform that helps patients manage their health through remote monitoring and engagement tools. Despite its offerings, Medocity’s website was underperforming, converting fewer than 5% of visitors into partners. To address this gap, a team of five designers from Berkeley Innovation led a full website redesign, focusing on clarifying Medocity’s value proposition. As a result, the redesigned site improved conversions by 86%.
Role
Product Design Consultant (Berkeley Innovation)
Timeline
10 weeks
Team
5 Product Design Consultants
1 Project Manager
My Role
I led the ideation phase, turning research insights into design concepts while defining north star principles that later grounded our design rationale.
Impact
User testing revealed a 35% increase in 13 participants’ success completing the same key tasks compared to before the redesign.
Context
The Conversion Gap
Medocity, a digital healthcare provider, had long struggled with low website conversion rates. Despite being a well-known player in telehealth, the company faced challenges turning decision-makers from pharmaceutical companies and healthcare organizations into long-term partners. From pharmaceutical companies into long-term partners.
User Persona + Journey Mapping
Considering the End-to-End User Experience
User Research
To better understand who we were designing for and uncover pain points in their experience, we focused on a key user persona, the Business Pharma Strategist, and mapped their end-to-end journey.
User Persona + Journey Mapping
Considering the End-to-End User Experience
User Research
To better understand who we were designing for and uncover pain points in their experience, we focused on a key user persona, the Business Pharma Strategist, and mapped their end-to-end journey.
User Research
Grounding Decisions in Data
We conducted live usability tests with 7 pharma-business stakeholders and synthesized insights from over 30 survey responses to distill a clear set of actionable pain points.
User Research
63% of survey respondents found the site lacked credibility
Many interviewees agreed that Medocity lacked credibility, bringing to light the need for trust-building content like case studies and quantitative outcomes.
51% of survey respondents wanted more engaging and emotionally resonant visuals
Many respondents emphasized the need for more engaging visuals and authentic imagery that foster a more emotionally resonant user experience.
78% of interviewees noted a lack of cohesive brand identity
A recurring comment noted was that Medocity lacks a strong, cohesive brand identity, meaning it requires a more consistent structure, layout throughout its webpages.
User Research
Grounding Decisions in Data
We conducted live usability tests with 7 pharma-business stakeholders and synthesized insights from over 30 survey responses to distill a clear set of actionable pain points.
User Research
63% of survey respondents found the site lacked credibility
Many interviewees agreed that Medocity lacked credibility, bringing to light the need for trust-building content like case studies and quantitative outcomes.
51% of survey respondents wanted more engaging and emotionally resonant visuals
Many respondents emphasized the need for more engaging visuals and authentic imagery that foster a more emotionally resonant user experience.
78% of interviewees noted a lack of cohesive brand identity
A recurring comment noted was that Medocity lacks a strong, cohesive brand identity, meaning it requires a more consistent structure, layout throughout its webpages.
Framing the Opportunity
How might we redesign Medocity to better engage healthcare stakeholders and increase the target-visitor conversion rate?
Concept Testing
Validating Our Design Decisions
Usability testing was a key step for each major component of the redesign. For the sake of brevity in this case study, the following deep dive serves as a representative example of our validation process, focusing specifically on the new homepage
First Iteration of Homepage
The first homepage iteration featured a data visualization that lacked clarity and an overwhelming amount of inaccessible text, much of which was not relevant to the homepage context.
Final Iteration of Homepage
In the redesign, we led with clear metrics, followed by Medocity’s ‘why,’ a key testimonial, and trusted accreditations, helping buils credibility and trust with visitors.
First Iteration of Providers Platform
Our first iteration relied heavily on text, lacked visuals and interactive prototypes, and made it difficult for stakeholders to grasp Medocity’s value proposition at a glance.
Final Iteration of Providers Platform
By using concise text, brand-appropriate visuals, and an FAQ section, we aided visitors in quickly accessing only the information they needed, making Medocity’s value proposition clear at a glance.
First Iteration of Clinical Trials
The initial design lacked prototypes that resonated with stakeholders and was overloaded with information, making it difficult to communicate Medocity’s value effectively.
Final Iteration of Clinical Trials
The provider platform features three interactive mobile prototypes that guide users through each step of the clinical trial process, from start to finish, and a clear call-to-action to book a demo.
Concept Testing
Validating Our Design Decisions
Usability testing was a key step for each major component of the redesign. For the sake of brevity in this case study, the following deep dive serves as a representative example of our validation process, focusing specifically on the new homepage
First Iteration of Homepage
The first homepage iteration featured a data visualization that lacked clarity and an overwhelming amount of inaccessible text, much of which was not relevant to the homepage context.
Final Iteration of Homepage
In the redesign, we led with clear metrics, followed by Medocity’s ‘why,’ a key testimonial, and trusted accreditations, helping buils credibility and trust with visitors.
First Iteration of Providers Platform
Our first iteration relied heavily on text, lacked visuals and interactive prototypes, and made it difficult for stakeholders to grasp Medocity’s value proposition at a glance.
Final Iteration of Providers Platform
By using concise text, brand-appropriate visuals, and an FAQ section, we aided visitors in quickly accessing only the information they needed, making Medocity’s value proposition clear at a glance.
First Iteration of Clinical Trials
The initial design lacked prototypes that resonated with stakeholders and was overloaded with information, making it difficult to communicate Medocity’s value effectively.
Final Iteration of Clinical Trials
The provider platform features three interactive mobile prototypes that guide users through each step of the clinical trial process, from start to finish, and a clear call-to-action to book a demo.
Reflecting Medocity's Brand
Brand Identity
We created a cohesive brand identity that reflects Medocity’s mission to innovate by aligning their brand identity with their core values: trust, care, and innovation.
The Final Transformation
The Final Transformation
Conclusion
Reflections
User Research
Addressing Stakeholder Needs
I learned a lot about how to address stakeholder challenges by applying a strategic design rationale, ensuring every decision aligned with user pain points while clearly communicating Medocity’s value proposition.
Learning to Balance Clarity and Complexity
I explored through design rationale how to simplify information-heavy technical content for stakeholders while still conveying key metrics, platform value and the key clinical trial steps.
Redesigning for Engagement
Medocity is a digital health platform that helps patients manage their health through remote monitoring and engagement tools. Despite its offerings, Medocity’s website was underperforming, converting fewer than 5% of visitors into partners. To address this gap, a team of five designers from Berkeley Innovation led a full website redesign, focusing on clarifying Medocity’s value proposition. As a result, the redesigned site improved conversions by 86%.
Role
Product Design Consultant (Berkeley Innovation)
Timeline
10 weeks
Team
5 Product Design Consultants
1 Project Manager
My Role
I led the ideation phase, turning research insights into design concepts while defining north star principles that later grounded our design rationale.
Impact
User testing revealed a 35% increase in 13 participants’ success completing the same key tasks compared to before the redesign.
Context
The Conversion Gap
Medocity, a digital healthcare provider, had long struggled with low website conversion rates. Despite being a well-known player in telehealth, the company faced challenges turning decision-makers from pharmaceutical companies and healthcare organizations into long-term partners. From pharmaceutical companies into long-term partners.
User Persona + Journey Mapping
Considering the End-to-End User Experience
User Research
To better understand who we were designing for and uncover pain points in their experience, we focused on a key user persona, the Business Pharma Strategist, and mapped their end-to-end journey.
User Persona + Journey Mapping
Considering the End-to-End User Experience
User Research
To better understand who we were designing for and uncover pain points in their experience, we focused on a key user persona, the Business Pharma Strategist, and mapped their end-to-end journey.
User Research
Grounding Decisions in Data
We conducted live usability tests with 7 pharma-business stakeholders and synthesized insights from over 30 survey responses to distill a clear set of actionable pain points.
User Research
63% of survey respondents found the site lacked credibility
Many interviewees agreed that Medocity lacked credibility, bringing to light the need for trust-building content like case studies and quantitative outcomes.
51% of survey respondents wanted more engaging and emotionally resonant visuals
Many respondents emphasized the need for more engaging visuals and authentic imagery that foster a more emotionally resonant user experience.
78% of interviewees noted a lack of cohesive brand identity
A recurring comment noted was that Medocity lacks a strong, cohesive brand identity, meaning it requires a more consistent structure, layout throughout its webpages.
User Research
Grounding Decisions in Data
We conducted live usability tests with 7 pharma-business stakeholders and synthesized insights from over 30 survey responses to distill a clear set of actionable pain points.
User Research
63% of survey respondents found the site lacked credibility
Many interviewees agreed that Medocity lacked credibility, bringing to light the need for trust-building content like case studies and quantitative outcomes.
51% of survey respondents wanted more engaging and emotionally resonant visuals
Many respondents emphasized the need for more engaging visuals and authentic imagery that foster a more emotionally resonant user experience.
78% of interviewees noted a lack of cohesive brand identity
A recurring comment noted was that Medocity lacks a strong, cohesive brand identity, meaning it requires a more consistent structure, layout throughout its webpages.
Framing the Opportunity
How might we redesign Medocity to better engage healthcare stakeholders and increase the target-visitor conversion rate?
Concept Testing
Validating Our Design Decisions
Usability testing was a key step for each major component of the redesign. For the sake of brevity in this case study, the following deep dive serves as a representative example of our validation process, focusing specifically on the new homepage
First Iteration of Homepage
The first homepage iteration featured a data visualization that lacked clarity and an overwhelming amount of inaccessible text, much of which was not relevant to the homepage context.
Final Iteration of Homepage
In the redesign, we led with clear metrics, followed by Medocity’s ‘why,’ a key testimonial, and trusted accreditations, helping buils credibility and trust with visitors.
First Iteration of Providers Platform
Our first iteration relied heavily on text, lacked visuals and interactive prototypes, and made it difficult for stakeholders to grasp Medocity’s value proposition at a glance.
Final Iteration of Providers Platform
By using concise text, brand-appropriate visuals, and an FAQ section, we aided visitors in quickly accessing only the information they needed, making Medocity’s value proposition clear at a glance.
First Iteration of Clinical Trials
The initial design lacked prototypes that resonated with stakeholders and was overloaded with information, making it difficult to communicate Medocity’s value effectively.
Final Iteration of Clinical Trials
The provider platform features three interactive mobile prototypes that guide users through each step of the clinical trial process, from start to finish, and a clear call-to-action to book a demo.
Concept Testing
Validating Our Design Decisions
Usability testing was a key step for each major component of the redesign. For the sake of brevity in this case study, the following deep dive serves as a representative example of our validation process, focusing specifically on the new homepage
First Iteration of Homepage
The first homepage iteration featured a data visualization that lacked clarity and an overwhelming amount of inaccessible text, much of which was not relevant to the homepage context.
Final Iteration of Homepage
In the redesign, we led with clear metrics, followed by Medocity’s ‘why,’ a key testimonial, and trusted accreditations, helping buils credibility and trust with visitors.
First Iteration of Providers Platform
Our first iteration relied heavily on text, lacked visuals and interactive prototypes, and made it difficult for stakeholders to grasp Medocity’s value proposition at a glance.
Final Iteration of Providers Platform
By using concise text, brand-appropriate visuals, and an FAQ section, we aided visitors in quickly accessing only the information they needed, making Medocity’s value proposition clear at a glance.
First Iteration of Clinical Trials
The initial design lacked prototypes that resonated with stakeholders and was overloaded with information, making it difficult to communicate Medocity’s value effectively.
Final Iteration of Clinical Trials
The provider platform features three interactive mobile prototypes that guide users through each step of the clinical trial process, from start to finish, and a clear call-to-action to book a demo.
Reflecting Medocity's Brand
Brand Identity
We created a cohesive brand identity that reflects Medocity’s mission to innovate by aligning their brand identity with their core values: trust, care, and innovation.
The Final Transformation
The Final Transformation
Conclusion
Reflections
User Research
Addressing Stakeholder Needs
I learned a lot about addressing stakeholder needs by applying user-first design rationale, ensuring our decisions aligned with both their pain points and the client's wants, clearly communicating Medocity’s value proposition.
Balancing Clarity and Complexity
I learned a lot about simplifying information-heavy technical content for stakeholders in a clear, easy-to-understand way, while still comprehensively covering key metrics and platform value.
Medocity
Medocity is a telehealth platform that helps over 10,000 patients manage their health through remote monitoring and engagement tools. Despite its extensive offerings, Medocity was underperforming, converting fewer than 2% of visitors into partners. To address this gap, a team of five designers from Berkeley Innovation, a product design club, led a complete website redesign, strategically clarifying Medocity’s value proposition.
Role
Product Design Consultant
Timeline
Jan 2024 - May 2024
Team
5 Product Design Consultants
1 Project Manager
My Role
I led the ideation phase, translating research insights into actionable design concepts and defining North Star principles that guided our design decisions. I also contributed to the prototyping phase, designing key interfaces and interactions.
Impact
User testing revealed a 75% reduction in task completion time among 13 participants compared to before the redesign.
The Redesign: Before & After
The Conversion Gap
Medocity, a digital healthcare provider based in New Jersey, has long struggled with low website conversion rates. Despite being a well-known player in telehealth, the company faced challenges persuading decision-makers at pharmaceutical companies and healthcare organizations to ultimately become long-term partners.
Grounding Decisions in Data
We began by conducting user interviews with 7 pharma-business stakeholders and synthesized insights from 35+ survey responses to distill their our primary user archetype and distill a clear set of remediable pain points.
63% of survey respondents found the site lacked credibility
Many interviewees agreed that Medocity lacked credibility, highlighting the need for trust-building content like case studies and quantitative outcomes.
51% of survey respondents wanted more engaging and emotionally resonant visuals
A bit more than half of the respondents emphasized the need for more engaging visuals and authentic imagery that fosters a more emotionally resonant user experience.
78% of interviewees noted a lack of cohesive brand identity
A recurring comment was that Medocity lacks a strong, cohesive brand identity, meaning it requires a more consistent structure, layout throughout its webpages.
Considering the End-to-End User Experience
To better understand our complex stakeholder landscape and deepen insights into their experience, we developed a representative archetype, the Business Pharma Strategist, and mapped their end-to-end journey.
Framing the Opportunity
How might we strategically redesign Medocity’s website to more effectively engage healthcare stakeholders and significantly increase the target-visitor conversion rate?
Visualizing Our Impact: A Side-by-Side Comparison
To measure the success of our design work, it's important to see where we started. This section provides a direct comparison of key screens and components before and after our strategic redesign. Each example demonstrates a deliberate move towards greater usability, visual clarity, and user trust.
Before: Lack of Clarity
The existing homepage lacked visual focus, with overwhelming text that buried key value propositions and created a confusing, untrustworthy user experience.
After: Clear and Trustworthy
To address this, the redesign introduced clear metrics up front, followed by Medocity’s 'why,' a compelling testimonial, and trusted accreditations, reestablishing clarity and building user trust.
Before: Inaccessible, Uninspiring Visuals
The previous Provider's Platform page relied heavily on inaccessible text, lacked engaging visuals and interactive prototypes, and made it difficult for stakeholders to grasp Medocity’s value proposition at a glance.
After: Clear UX Writing with Relevant and Engaging Visuals
To address this, we focused more concise UX writing, brand-appropriate visuals, and an FAQ section, aiding stakeholders in quickly accessing the information they need, making Medocity’s value proposition clear at a glance.
Before: Lack of Information Hierarchy
The previous Clinical Trial's page lacked engaging prototypes that resonated with stakeholders and was overloaded with information, making it difficult to communicate Medocity’s value effectively.
After: A Scannable Value Prop. Aided by Engaging Prototypes
To address this, the redesigned Clinical Trials' page features 3 interactive mobile prototypes that guide users through each step of the clinical trial process, from start to finish, ending with a clear CTA that nudges visitors to book a demo.
Creating a New Brand Identity to Reflect Medocity’s Innovative Approach
However, before redesigning any screens, we first established a new brand identity to guide our decisions. This system, from typography to color, was built to reflect Medocity's mission to innovate. It gave us the toolkit we needed to transform the product into a clear, trustworthy, and engaging experience.
How I Strategically Designed the Homepage
Zooming Out
Reflections
Designing for Growth
This project taught me how to design for growth by treating users as the company's most important stakeholders (literally). I learned to push beyond visual craft and build a strategic rationale for every decision, ensuring that user needs were directly aligned with business goals and client objectives.
Simplifying Complexity with Strategic Visuals
A major focus of this design challenge was distilling technical content into a clear and intuitive experience. I learned how to simplify complex topics, making the platform's value proposition for any stakeholder to easily understand at a glance, while still retaining depth and comprehensiveness.