Overview
Medocity’s website was underperforming, converting fewer than 10% of visitors into partners. A team of five designers from Berkeley Innovation led a full website redesign, focusing on restructuring the user flow and journey while clarifying and emphasizing Medocity’s value proposition to improve conversions ~12%.
Role
Product Design Consultant
Timeline
10 weeks; Spring 2024
Team
5 Product Design Consultants
1 PM
Problem
How might we redesign Medocity to better engage healthcare stakeholders and increase the target-visitor conversion rate?
Impact
I observed a 35% increase in their ability to complete the same key tasks that were presented to our usability testers before the redesign through a guided user testing session that took place virtually.
Previewing Our Solutions
Before
Interviewees noted a lack of consistency across the page, with too many impact stats and a lack of visual and textual information hierarchy.
After
We prioritized key impact stats for users, revamped UX writing, and implemented hover cards to maximize content information while maintaining an engaging visual hierarchy.
Before
Interviewees noted that the descriptions of benefits are lengthy with no visually engaging images and that there's a lack of quantitative credibility.
After
We prioritized visually engaging prototypes of key clinical trial solutions, designed a foldable FAQ section, and placed multiple calls to action.
Before
Interviewees expressed a desire for better visibility of Medocity's partnerships and achievements, as well as clearer visuals that better explain the stages and steps of the clinical trial process.
After
We strategically organized information backed by our research, redesigned case studies, and included pathos-driven testimonials and awards and recognitions to strengthen Medocity's trust and identity.
Context
Medocity, a digital healthcare service based in New Jersey, had long struggled to improve its visitor conversion rate. Despite being a local leader in telehealth, the company faced persistent challenges in turning website visitors into long-term partners.
Key Testimonial
'[I think] One of the biggest obstacles that is preventing users from contacting Medocity is the lack of intentional storytelling supporting the company’s credibility and competitive appeal, leading to disconnection between visitors and the company.'
Design Goal
By strategically improving the information hierarchy and refining Medocity's visual identity, we aim to create a website that better serves the needs of stakeholders and positions Medocity as a reliable and valuable partner.
Redesigning the
Provider's Page
The Providers page of a digital healthcare website serves as a central hub for visitors/potential partners to access critical clinical tools, resources, and information about digital clinical trials.
Iteration 1
Users noted that the page length felt excessive, and the value proposition seemed overly direct, lacking professionalism.
Final
The card layout makes value proposition easily scannable while the impact-driven calculator strengthens credibility.
Decluttering the Experience
Our UX writing, branding, and layout for the 'Data Integration of Clinical Trials' section simplifies complex information, with collapsible FAQ sections that keeps non-essential details accessible.
Redesigning the
Platform Page
The Platform Page highlights key value propositions and benefits, including the details behind their streamlined patient care, quantitative metrics, enhanced workflows, and real-time data integration.
Iteration 1
A confusing visualization that attempts to empower stakeholders, following a lengthy explanation of the stages of a clinical trial.
Final
Clear explanation of drug marketing potential for stakeholders, followed by embedded prototypes explaining the clinical trial.
Featuring Engaging Value Propositions
To address Medocity's lack of visual appeal and clear value proposition, we used engaging images and incorporated their bright orange branding throughout the website.
Redesigning the
Homepage
The homepage features key testimonials, partnerships, accreditations, case studies, and national recognitions. It serves to highlight the platform’s credibility and the support available to potential partners.
Iteration 1
The 'Trusted By' section lacks images, and the testimonials don’t effectively convey credibility.
Final
Highlights why stakeholders should choose Medocity at the top for immediate visibility after an effective testimonial section.
Establishing a Cohesive Brand Identity
We curated 3 hover-on cards that clearly describe different sections of the website visitors can explore, followed by an explanation of how Medocity empowers its patients.
Brand Identity
& Design System
We created a cohesive brand identity that reflects Medocity’s mission to innovate (thus, the orange) and simplify healthcare by aligning the brand identity with their core values—trust, care, and innovation.
Revisiting Final Designs
Key Takeaways
& Conclusion
After Handoff
I observed a 35% increase in their ability to complete the same key tasks that were presented to our usability testers before the redesign through a guided user testing session that took place virtually.
If I Had More Time
I would spend more time focusing on feature prioritization, as well as creating a more unified, in-depth design system, visual guide, and information hierarchy to ensure a smoother handoff.