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MedHQ

Helping a Healthcare Brand Modernize with Confidence

Summary

The Client

MedHQ
Westchester, IL

Services

  • User Interface Design
  • User Experience Design
  • User Research & User Flows
  • Wireframing
  • Web design
  • WordPress Development
  • SEO

Mission

MEDHQ’s existing identity leaned heavily on familiar healthcare tropes—teals, light blues, and clinical visuals—resulting in a look that lacked distinction and emotional connection. Their website also suffered from inconsistent branding and outdated user flows, causing friction in the inquiry process and missed opportunities.

Contributions

As the Lead UX Designer, I took this project through every stage of the web design process—from user research and journey mapping to responsive design in Figma for both desktop and mobile. I then developed the final site in WordPress, bringing the approved design to life. The result is a fully functional, user-centered experience that aligns with the brand’s goals and user needs.
The Process - Step 1

Brand Redesign

We began by revitalizing MEDHQ’s brand to reflect both its deep expertise and its human-centered mission. As part of the core design team, I contributed to early visual exploration and strategy—shaping a refreshed identity that felt innovative, professional, and deeply rooted in the healthcare space. The goal was to modernize the brand while preserving the trust and care that define MEDHQ’s client relationships.

The new visual system centered around a bold, confident palette: deep blue (stability), vibrant light blue (clarity), and orange-red (energy and action). Just as important as color and typography, we focused on the emotional tone—introducing warm, diverse imagery of real people across the healthcare ecosystem, from administrative staff to nurses and physicians. This shift in visual storytelling helped communicate MEDHQ’s compassion and dedication to supporting every role behind great patient care.

I built a comprehensive brand guide to ensure consistency across channels, covering visual standards and core messaging pillars that reinforced MEDHQ’s commitment to clarity, trust, and people-first service.

Key Considerations:

Logo Design

Social Graphics

LinkedIn Headers

Website Featured Images

User Experience Design

Brand Guide

The Process - Step 2

Web Analysis + Prototyping

With a strong brand foundation in place, I led the early UX strategy for the new website. We began with a full audit of the legacy site using tools like Semrush and heat maps to understand what resonated with users and where engagement was falling short. These insights informed a user-centric approach focused on storytelling, emotional connection, and conversion.

I developed wireframes to reimagine the site’s structure—prioritizing intuitive navigation, streamlined user flows, and clear messaging. Visual prototypes in Figma brought the brand to life with dynamic components, soft gradients, and thoughtful photography that echoed the warmth and diversity introduced during the brand phase.

Every design decision was grounded in MEDHQ’s mission: to make complex HR and financial processes feel approachable, supportive, and tailored to each client’s unique role in the healthcare journey.

The Process - Step 3

Web Development + QA

A critical component of this project was the seamless integration of HubSpot with a uniform, dynamic form system. MEDHQ’s service leaders each manage distinct areas, so it was essential to route inquiries automatically and accurately. I developed a custom form framework that captures the service page title and intelligently directs leads to the appropriate contact within HubSpot. This automation replaced manual processes, streamlining communication and improving lead management efficiency.

In parallel, we supported MEDHQ’s growth strategy by building a phased acquisition landing page. This “partnership” page served as a transitional gateway for newly acquired companies, initially hosted separately and then fully integrated into the MEDHQ umbrella site after a designated period. This thoughtful approach ensured brand continuity and a smooth user experience throughout the expansion.

Throughout development, I led a rigorous QA process, testing responsiveness, form functionality, cross-browser compatibility, and overall site performance. Collaboration with account executives via a detailed issue tracking system helped us quickly identify and resolve any bugs, ensuring a polished and reliable launch-ready product.

The Process - Step 4

Launch + Continued Partnership

The new site launched with a confident, modern brand presence that elevated MEDHQ’s position in the healthcare industry. Automated workflows significantly improved response times and minimized misrouted inquiries, reinforcing MEDHQ’s commitment to clarity and care. Beyond the initial launch, our partnership continued with strategic content support—including blog redesigns, event pages, and custom landing pages tailored to specific audiences. One highlight was a landing page created for traveling nurses, designed around insights from voice-of-user research that emphasized clarity, company culture, and compassion. This sustained collaboration helped MEDHQ maintain momentum and adapt their digital presence as they expanded service offerings and deepened client relationships.