The project is a medical online directory combining a drug database, pharmacy booking service, medical news, and professional articles for doctors. It has been operating for over 20 years and attracts 2.5–3 million users monthly.
The interface had become outdated, with an overloaded and illogical UX that negatively impacted a key KPI — medication bookings. Most users visited the site and found information but did not proceed to order medicines.
Additionally, a large portion of the audience consisted of doctors and pharmacists, so the interface needed to be clean, professional, and clear—meeting their high expectations.
I conducted an in-depth analysis:
– User scenarios (patients, doctors, pharmacists);
– Competitors in Ukraine and abroad;
– Modern UI solutions in the medical sector;
Based on this, I developed:
– A new navigation logic that minimized the steps needed to place an order;
– A reorganized drug card layout—keeping all essential information visible: dosage form, alternatives, instructions, and pharmacy availability;
– A clean, sterile design with a distinctly medical visual language: light tones, a sense of airiness, and color accents used only where action is required;
Visually, I crafted a completely new concept that respects the corporate identity while avoiding the “aging” of the visual language.
UX focused on simplicity and predictability for the user.
– The concept was approved on the first try despite the client’s complex team structure.
– The design was fully implemented and launched—it's been live in the updated version for over a year now;
– Key user flows became more intuitive, resulting in increased engagement and deeper content exploration;
– The project was adapted for all screen types, including smartphones, tablets, and desktops;
– Every element—from filters to medical instructions—underwent dedicated UX optimization for mobile devices;
– The main focus was on quick scanning, ease of ordering, and readability.
In a complex project where UX design is not just about aesthetics but also about responsibility for the health and trust of millions of users, I managed to create a solution that:
– Works for business (orders);
– Serves the user (information, simplicity);
– Visually corresponds to the level of modern medical service;
