The existing website faced outdated visuals, complex navigation, poor mobile responsiveness, and limited imagery. Users struggled to easily access resources and meaningfully engage with the PAH community. We needed to modernize the platform while maintaining clinical credibility and creating an emotionally resonant experience for patients and caregivers.
Research
•Analyzed website analytics to identify drop-offs and usability friction
•Conducted interviews with PAH patients and caregivers
•Benchmarked competing health and advocacy platforms
•Reviewed qualitative feedback and recurring user complaints
Typography Guide
Color Palette
Component States
My Role
Lead UI Designer
•Led end-to-end UI redesign using a modular Bento Box framework
•Re-architected information hierarchy to simplify user journeys
•Designed a fully responsive interface across devices
•Developed accessible navigation patterns for ease of use
•Crafted strong calls-to-action to increase community participation
•Maximized limited visual assets through strategic typography and layout
The inner page marquees feature a sleek design with a clear headline and an interactive patient portrait, emphasising simplicity and user engagement.
Introducing an interactive information wheel, designed to effectively convey a continuous cycle of data in an engaging and user-friendly format.
To address the challenge of presenting extensive risk-level content, I've devised an interactive solution that enables users to navigate through the information using scrollable or clickable cards.
I've also incorporated a dynamic flipcard interaction into various subheadings, allowing users to engage with content in a captivating manner and select the information that is most relevant to their interests.
Result
•Increased average session duration by 32%, indicating stronger user engagement
•Reduced bounce rate by 27% after simplifying navigation and restructuring content
•Improved mobile usability scores by 40%, driving higher cross-device accessibility
•Increased resource downloads and community sign-ups by 22% within the first 3 months
•Received overwhelmingly positive feedback from patients and caregivers, citing improved clarity, ease of navigation, and a stronger sense of community
