Center for Digestive Diseases
        Website

        Branding / UI/UX Design
        Project Details

        Client:

        Center for Digestive Diseases

        Services:

        Re-design, UX/UI Design, Branding

        Project Timeline:

        1+ month

        Overview

        The Center for Digestive Diseases, led by Dr. Paul Singh, is a specialized practice focusing on gastrointestinal disorders, particularly GERD. Dr. Singh was the only doctor in the region offering the TIFF procedure, a minimally invasive treatment option for GERD, within several hundred miles. The center needed a website that would reflect this unique positioning and offer clear, modern information to patients.

        The Challenge

        • The practice’s current site was outdated, non-responsive, and difficult to navigate, especially on mobile.

        • A new version was under development by another agency, but stakeholders felt it looked dull, lacked visual polish, and didn’t represent the brand effectively.

        • The client had lost time and budget, so expectations were high and timelines were short.

        • The site needed to balance medical credibility with patient-friendliness, avoiding jargon while remaining informative.

        The Role

        I was brought in as a UI/UX Designer and Researcher to:

        • Conduct stakeholder interviews to identify goals, pain points, and branding needs.

        • Design a mobile-responsive, visually engaging prototype quickly.

        • Lead ideation, layout, visual design, and design handoff for development.

        Process Summary

        Phase Activities Tools/Methods Outputs
        Stakeholder Discovery Interviews with Dr. Singh and clinic staff Stakeholder interviews, note-taking Pain point summary, site goal matrix
        Audit & Competitive Review Reviewed existing site + similar specialty clinics Heuristic review, competitor scan Red flags, visual tone gaps
        Sketching & Ideation Rapid sketching to define layout and information hierarchy Pen & paper Homepage and key page layout drafts
        Prototype & Design Built a mid/high-fidelity clickable prototype Sketch, InVision Responsive website mockups for client review
        Iteration & Approval Minor feedback incorporated due to tight timeline Feedback sessions, email iterations Final approved mockups and handoff assets
        Development Handoff Packaged designs and assets delivered to dev team Sketch export, email instructions Visual design files, responsive specs

        Design Highlights

        ✅ Clear Value Proposition: Homepage hero section highlighted Dr. Singh’s regional uniqueness in offering TIFF procedures.
        ✅ Responsive Design: Mobile-first layouts ensured accessibility and readability on all devices.
        ✅ Patient-Friendly Language: Medical content rewritten with input from stakeholders to be more digestible.
        ✅ Modern Look & Feel: Brighter palette, clean typography, and strong CTAs improved visual engagement.

        Results

        • The website launched in early 2018 and received highly positive feedback from both clinic staff and patients.

        • Stakeholders noted that the site now reflected the professional quality of their services, unlike previous versions.

        • Patient inquiries increased due to clearer procedure explanations and better navigation.

        • The client made minor updates post-handoff, but the overall layout and flow remained intact.

        Reflection

        This project was a strong example of lean UX under pressure. Despite time constraints and limited rounds of iteration, stakeholder alignment and fast decision-making allowed me to deliver a high-impact redesign. It also underscored the value of clarity, responsive design, and brand-focused visuals—especially in healthcare.