CHALLENGE
Medics Academy needed a more intuitive way for doctors to manage professional engagement and internal communication. The existing app struggled to clearly distinguish between time-sensitive events and deep-level messaging, leading to a fragmented user experience across their hundreds of unique workspaces.
SOLUTION
I designed a dual-view interface: a comprehensive Event View for live, upcoming, and past sessions, alongside a targeted Messaging View for scheduling updates to specific channels. This streamlined structure improved navigation speed, allowing users to manage complex schedules and communications in just two taps.
Impact
As Lead Designer, I fixed broken user flows and collaborated closely with project managers and stakeholders throughout the end-to-end process. I was responsible for everything from initial research to high-fidelity execution, ensuring the final product met both technical requirements and business goals.
CHALLENGE
Medics Academy faced significant design debt and a confusing user experience that lacked a sense of community. The platform struggled to balance medical professionalism with a friendly learning environment while housing multiple sub-brands. To solve this, I suggested designing two distinct landing pages—one for B2C and one for B2B, to better serve individual practitioners and hospital trusts separately. Additionally, the overuse of inaccurate stock photography was damaging the brand's medical credibility among its global audience.
SOLUTIOn and Impact
I delivered a total redesign of the platform, recreating everything from user flows and naming conventions to copy and brand imagery. By implementing scientifically accurate bespoke illustrations and clear program navigation, we restored professional trust. This strategic overhaul resulted in a 175% increase in sign-ups by making the platform more intuitive and credible for all user personas.
My Role
As Lead Designer and Art Direction lead, I oversaw the end-to-end transformation of the digital experience. I managed the total redesign of the platform architecture, collaborating with illustrators and project managers to replace design debt with a cohesive visual system. My work involved translating research from four distinct user personas into high-converting interfaces for both the B2B and B2C segments.
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