A Figma-first redesign that gives primary care physicians, program managers and health system administrators each a direct route to refer, enroll, or book a call.
Retina Labs delivers teleophthalmology solutions that connect primary care with ophthalmology to detect conditions like diabetic retinopathy earlier and reduce preventable blindness. Our mandate was to present the platform in plain language, streamline referral and program setup, and launch a maintainable site that is fast, accessible, and credible for clinicians and health systems.
Project Highlights
- Figma-first design: modern UI with separate mobile design for on-the-go clinicians.
- Custom page set: ~6 core templates and 8–10 subpages structured around Programs, Providers, Health Systems, and Patients.
- Sitemap & IA strategy: paths for PCPs, program managers, and administrators, with clear flows to Refer, Enroll, or Book a Call.
- Component library & CMS: reusable sections for Clinical Programs, Technology, Outcomes, FAQs, and Resources, and easy in-house publishing.
- Conversion paths: high-intent CTAs surfaced throughout, short forms, and trust signals (compliance, data security, partnerships).
- On-page SEO: structured metadata, headings, internal linking, XML sitemap, with GA4 and Search Console instrumentation.
- Accessibility & performance: WCAG-informed colour and contrast, keyboard and focus patterns, image and asset optimization.
- Content support: plain-English copy for clinical accuracy without jargon, and outcomes framing that avoids over-claiming.
- Training & enablement: live CMS workshop, short videos, and a governance checklist.
- QA & stabilization: cross-device testing and a 30-day post-launch support window.
Challenges
Multi-stakeholder healthcare sites often blur audiences. Clinical details for PCPs, program managers, and health-system leaders were mixed, and high-intent paths (Refer, Enroll, or Contact) were scattered. We needed to make outcomes legible, preserve regulatory tone, ensure AODA- and ADA-aligned accessibility, and keep the system simple enough for internal teams to operate.
Approach
We mapped jobs-to-be-done for PCPs, program managers, and administrators, then rebuilt the information architecture around those tasks. A component-driven web design and focused UI/UX system standardized patterns and clarified CTAs. We aligned concise branding elements, implemented pragmatic SEO, instrumented analytics, and delivered a modern CMS with editing guardrails so updates don’t require developers. Advisory-first marketing consultation supported program messaging and rollout.
Outcomes
The refreshed experience makes Retina Labs easy to evaluate and adopt, with clearer program stories, credible outcomes framing, faster paths to Refer, Enroll, or Book a Call, and a maintainable CMS. Brand Vision was the right partner because we pair enterprise-grade craft with enablement, combining web design, UI/UX, branding, and pragmatic SEO to deliver a durable healthcare platform, not just a launch.
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