DURATION
May 2024 - August 2024
11 Weeks
TOOLS AND SKILLS
UI/UX Design, Wireframing, Website Design Prototyping, Market Research, Cross-Functional Teamwork, Figma, Information Architecture
As a Summer 2024 product design intern at Promaxo, a medical technology company focused on enhancing patient care through innovative MRI systems, I had the opportunity to lead a website redesign project within a cross-functional team that included product managers, marketing leaders, and engineers. As the sole designer, I developed prototypes and conducted multiple iterations to ensure design consistency and effectively communicate Promaxo's advanced MRI technology for prostate imaging and biopsy to our target audiences. To enhance the user experience, I also created a design specifications guide to support smooth engineering implementation, and I presented a clickable prototype to Promaxo's stakeholders to demonstrate the website's effectiveness and value.
THE PROBLEM
Promaxo's website is outdated in its design, and the content does not accurately represent the company’s current technology.
THE GOALS
During the onboarding process, I learned that the primary goals of the website are to guide healthcare providers and investors to contact Promaxo and to lead patients to find a physician using the Promaxo MRI. With that, my main objectives for the redesign were to modernize the visual design, enhance usability, and update content to showcase the company’s latest technology for its target audiences.
I also gained insights into the specific target audiences that guided the redesign to better meet their needs:
- Healthcare Providers: Physicians looking to integrate Promaxo technology into their practices.
- Investors: People interested in supporting Promaxo’s technological advancements.
- Patients: Individuals undergoing MRI procedures at facilities equipped with Promaxo systems.
THE RESULT
I applied Conversion Rate Optimization (CRO) techniques to streamline the user journey. I did so by strategically placing call-to-action buttons and simplifying the user experience. I redesigned every element and page of the website and worked with department heads to update the website's content about Promaxo MRI Technology.
THE CUSTOMER-CENTERED DESIGN PROCESS
DISCOVERY PHASE
SITE MAP
First, I created a sitemap of the original website to visualize the information architecture of the website and to understand the structure, content, and goals of each page, as well as to identify any issues early on.
Upon analyzing my sitemap, these were my
KEY INSIGHTS
1. The user journey through the website is choppy. There are pages that have no call-to-action buttons, so the user is just continuously scrolling through information, which would bore users and possibly lead them to leaving the website.
2. Once the user lands on the Patients Page, there is a lack of navigation clarity because the navigation bar disappears, so the user is forced to take an extra step to go back to the home page before clicking to other pages.
USABILITY TESTING
Next, I recruited peers to conduct usability testing on the original website. My goal was to understand user behavior, identify pain points, and validate my assumptions if possible.
The user feedback I collected and analyzed from the usability testing interviews further revealed
KEY INSIGHTS
IDEATION PHASE
MARKET RESEARCH
To start ideating on how to improve the design, I conducted competitive research and analyzed websites in the same field to gain insight in current industry trends and to make informed decisions about how to create a more modern, organized design. Three main websites I analyzed were:
COLOR PALETTE REFINEMENT
I received feedback from the company stakeholders that they did not like the original website's accent color, orange. Prior to the ideation phase, I explored a range of color palettes that incorporated a playful, bold accent color. After presenting these options to stakeholders and gathering their input, we collectively chose the final color scheme.
Original Color Scheme:
Our final round of choices was: Persian Green, Violet, and Lime Green. I advised against violet because Promaxo's target audience is middle aged to older men who would conduct prostate biopsies, and violet is stereotypically a feminine color. Between the Persian and Lime Green, we went with lime green because it was a bolder, fun color that would grab people's attention more!
PROTOTYPING PHASE
Based on the insights gained from usability testing, competitor research, and market trends, I began the prototyping phase with a focus on improving the site’s layout, user flow, and visual design. The goal of this first iteration was to address the main pain points identified, such as navigation issues and low engagement with key CTAs, while modernizing the overall look and feel of the site.
FIRST ITERATION
The first iteration was a major overhaul of the original website. I focused on reorganizing the content structure for clearer navigation, enhancing the visual design to be more modern and engaging, and adding prominent calls-to-action (CTAs) throughout the site to guide users toward key actions such as contacting the company or using the 'Find a Physician' feature.
Visual Redesign:
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Created a clean, minimalistic look using white rounded borders and professional background images to convey trustworthiness and align with the brand’s identity.
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Incorporated pop-ups to provide additional information without overwhelming users or increasing scrolling time, streamlining the user experience and ensuring easy access to detailed content.
Collaboration & Content Updates:
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Worked with the VP of Marketing and Sr. Product Manager to restructure the layout and refine content, making it more concise and clear, especially regarding the Promaxo MRI Technology, while adjusting tone for better engagement with physicians, patients, and investors.
CTA Strategy:
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Added CTAs to the navigation bar and throughout the pages, guiding users to the Contact Page, Physician Finder, and other relevant pages, with a focus on driving conversions through strategic placement.
Slider headers with CTAs for 1) Healthcare Providers Page 2) Patients Page 3) Technology Page
Complete Revamp Of Contact Us Page Experience:
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I completely revamped the Contact Us page, transforming it from a basic form into an engaging experience with two options: contacting the sales team or making a general inquiry. Each option is accompanied by images of agents to personalize the interaction. Once users make their choice, they are directed to a customized form with an enthusiastic greeting saying 'Let's Talk!', prompting them to enter their information and message.
SECOND ITERATION (FINE-TUNING PHASE)
The second iteration focused on refinement. I updated specific sections across the pages, selecting more relevant images to convey a clearer message, adding new sections based on user feedback, and refining the wording to more effectively communicate Promaxo's MRI technology.
Home Page Information Slider:
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I replaced the slider with three static cards to make key information instantly visible. This change, inspired by UX best practices, aimed to reduce user interactions and improve accessibility. While sliders require clicks and can obscure details, the card format presents all content at a glance, streamlining the user experience and reducing cognitive load. This efficient design choice aligned with my goal of delivering essential information in a clear, accessible way.
Healthcare Providers Page Images:
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I updated the images of healthcare providers to better align with their captions, showcasing them interacting with patients and using medical technology. This change enhanced the visual connection to Promaxo’s mission of improving patient care. Here are some of the images I changed for the better, along with others throughout the pages, to support the content and improve overall message clarity, creating a more cohesive and impactful user experience.
Patients Page New Section:
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I conducted a user interview with a patient diagnosed with prostate cancer, who expressed that their primary concern about using MRI technology was whether it was recommended by top urologists, as they trusted their expertise; this insight made me realize the high level of trust that working professionals command, so I added a new section to the patients' page highlighting why top urologists recommend Promaxo.
THIRD ITERATION (FINAL PHASE)
The third iteration marked the final refinement phase, where my team and I concentrated on meaningful details—polishing wording to better explain the company’s technology and ensuring all images were pixel-perfect.
One significant improvement was made to the Healthcare Professional Page in the On-Site Clinical Support Team section. This team plays a critical role in helping healthcare providers set up and use the Promaxo MRI, setting Promaxo apart from competitors. Previously, the section featured a generic Adobe stock image with a dated gradient. To highlight Promaxo’s unique value, I replaced it with a gallery slideshow featuring real images of the on-site clinical support team in action. This change not only showcased the team's real-world impact but also reinforced Promaxo's credibility and commitment to exceptional support.
Another key enhancement was on the About Page. Collaborating with my team, we reworked the wording for the sections outlining Promaxo's summary, mission, and vision. Research indicates that a company’s About Page is often the second most-visited page on its website. With this in mind, we ensured the content effectively communicated Promaxo’s core values and mission, making a strong impression on visitors who might be learning about the company for the first time.
