— GOAL
Re-designing ScriptChain Health's home page
— ROLE
Product Design Lead
UX Writer
User Research
— TIMELINE
3 Weeks
— TARGET AUDIENCE
Potential partners & advisors
ScriptChain Health (SCH) is a startup focused on AI-driven cardiovascular care prediction, currently in the launch phase.
To gear up for the 2024 JP Morgan Healthcare Conference (JPM), SCH sought a revamped homepage that's easily shareable with potential partners and advisors, effectively communicating the product's objectives.
As SCH's product designer, I collaborated with stakeholders and the development team to redesign the homepage within three sprints. We successfully launched it before the conference, with further site updates in the pipeline.
A FEW HURDLES TO JUMP OVER
The current homepage fails to address the main question from partners and advisors: What does your product do? While significant efforts have gone into creating & developing the product itself, the main site has remained largely unchanged since its initial design in 2021. Additionally, SCH aims to enhance its SEO to attract more potential users to the site.
The current design demonstrated a 50% fold at the About Section. I conducted a quick audit of the design to understand how our problems could be solved.
Hero Section
About Section & SCH Technical Section
Contact Us Section & Case Studies Short-cut
User Reviews Section & Footer
THE SOLUTION: DESIGN REFRESH, NEW COPY, &
RE-ORDERING
I revamped the components in each section to align with the brand’s identity and enhance readability. Additionally, I introduced several interactive elements to accommodate more content. Regarding the text, I refined the hero section, along with clarifying the purpose in the about section. The section headings were also revised to prompt action more effectively. In the newly introduced “advantage” section, I provided detailed insights into the technologies employed to enhance the website’s SEO performance. Moreover, I repositioned user reviews higher on the page to ensure visibility before the 50% fold.
The new design satisfies the problems we were faced with!
Updated Hero Section
Updated About & User Reviews Section
New “Advantage” Section & Tech Section
Updated Case Studies Redirect, Contact, & Footer
The designs were also adapted to open on a mobile browser as well.
IMPACT
& KEY LEARNINGS
According to our Google Analytics report, user engagement increased by 30% directly after our re-design; which coincided with JPM.
Since this was one part of the entire site re-design, here are a few things I learned over the course of these 3 sprints:
1. Iterate, iterate, and iterate: even on such a tight schedule, I iterated on the design a couple of times trying to meet both business needs, user needs, and stakeholder needs.
2. Keep your dev team close: making sure the development team was in the loop as I moved through each iteration was important, and overall making sure what I was designing was feasible to implement!
3. Mobile is more than scaling down: this one seems like a no-brainer, but it’s so true! Keeping the integrity of the design for a smaller screen requires a bit of flexibility and – at times – creativity.
Visit ScriptChain Health's website here: