Corporate website redesign + new B2B portal for medical content marketplace
Domain
Healthcare, MedTech
My Role
Product Designer
Scope
Research, UI/UX Design, Design System
Duration
8 months
OVERVIEW
Med Base is a medical platform where doctors share verified health knowledge through video articles, and medical representatives can promote products. I led two major design initiatives: a full website redesign and a new PRO Portal for B2B content ordering.
Due to NDA, original designs cannot be shown. Screens shown are recreated representations.
WEBSITE REDESIGN
Problem
The client needed to increase user acquisition and strengthen brand trust. Through a UX audit and user testing, I identified core issues:
Interface felt outdated and lacked credibility
Poor video content search and filtering
Inconsistent navigation between web and mobile
Broken mobile experience
Key user task identified: Reading an article → clicking an external link (future paid traffic driver)
Research Approach
Conducted expert UX review + user testing with potential users. Without access to analytics, we relied on qualitative signals. Documented all issues to create a prioritized redesign roadmap.
Solution
Focus areas derived from research:
Visual credibility and modern aesthetic
Content search and filtering
Navigation consistency across platforms
Seamless mobile experience
Homepage Redesign
Modernized the UI and added content sections to build trust — confirmed by follow-up user surveys.
About Us Page
Revamped content to increase brand credibility. This page specifically addressed the "lack of trust" finding from research.
Content Discovery
Added categorization, filtering, and sorting for all technologies and articles — directly solving the search problems identified in the audit.
Mobile Experience
Created consistent, responsive layouts with navigation tailored for smaller screens. Aligned mobile app with web experience.
Content creation flow
Redesigned the doctor-facing content creation tool:
Solved problem: Content creation was slow and error-prone → introduced step-based navigation, streamlined required fields, added inline help guide, and standardized form validation.
Result: Content creation became 45% faster (measured through user testing).
Redesign Results
Modernized UI increased perceived trust (confirmed by user surveys)
Content creation flow 45% faster
Consistent cross-platform experience for web and mobile
100+ screens designed including all states and interactions
Visual solution approved by senior management after pitch presentation
PRO PORTAL
Problem
After the redesign launched, the client needed a new revenue stream: a B2B marketplace where medical representatives order content from doctors.
Challenge
Frequently shifting client requirements. Scope changed multiple times. We maintained alignment through close stakeholder collaboration and iterative wireframing.
Solution
Dark theme to distinguish PRO from the main platform. Same Tailwind design system for consistency.
Assignments Hub
Core of the system. All active and completed orders in one view.
Assignment Creation
Step-based flow with public/private and standard/premium options.
Doctor-facing Assignments
Doctors browse and manage assignments from a new tab on the main site.
Assignment Tracking
Status-driven layouts that update dynamically as orders progress.
PRO Portal results
Introduced the platform's first monetization model
Enabled B2B transactions between medical reps and doctors
Integrated with existing platform without disrupting the user experience
Designed for scalability: next phases include analytics integration, paid advertising, and financial management
OVERALL RESULTS
Platform redesign
Increased perceived trust and credibility (user survey confirmed)
Content creation
45% faster for doctors
Cross-platform
Consistent web + mobile experience
PRO Portal
New revenue stream — first B2B monetization for the platform
Scale
100+ screens across both initiatives
