Redesigning medical knowledge access
When Ordotype reached out in 2022, they already had a strong product allowing hundreds of doctors and medical students to quickly access thousands of standard descriptions and medical advice with just a few clicks. Despite a solid and growing paying user base, they faced one challenge: the product design wasn't appealing to their target younger user segment.
My first task was refreshing Ordotype's brand identity. By switching to Inter font and introducing a gradient element - which would become a cornerstone of the brand - we modernized the logo while maintaining its recognition.
To optimize key user journeys, I redesigned the main navigation and harmonized page layouts. By reducing the number of interactions needed to access content, we made the platform more efficient while maintaining its comprehensive nature.
We reimagined Ordotype's landing page to better communicate its value proposition and drive Plus subscriptions. Through an animated feature walk-through, user testimonials, and transparency about our content creation process, we built trust with potential subscribers while highlighting the benefits of our premium tier.
To boost conversion rates, we restructured the pricing tiers to better align with different user needs. The redesigned pricing page made feature comparisons clearer and helped users make more informed decisions about subscription options. This new approach focused on creating fair plans for various user types, from students to established practitioners.
12%
increase in conversion rate
60%
reduction in time to information
23%
growth in subscription renewals
As demand grew from specialists, we designed the Ordotype Store - a marketplace for specialty-specific content add-ons. This new platform allows users to access specialized content packs for areas like Palliative Care and Internal Medicine, expanding Ordotype's value proposition while maintaining the simplicity and efficiency of the core product.
