website design
Tools
Figma
Illustrator
Photoshop
Webflow
Team
Matt Gibb (Developer)
Lorenz Berger (Product Manager)
Role
Owned the end-to-end redesign of the website, including information architecture, content structure, UI design, and Webflow implementation. Worked closely with the product manager and developer to align business goals with technical feasibility.
Innersight Labs provides 3D anatomical models used by surgeons for pre-operative planning. The website serves as the primary touchpoint for educating potential clients and generating demo requests.
As the product expanded across multiple organs and use cases, the website did not evolve at the same pace, making it harder to communicate value and convert interest into leads.
Problem Statement
Business Challenge
The outdated website was limiting growth. It failed to clearly showcase the expanding product range and made lead generation difficult. As the company scaled, the disconnect between the innovative 3D technology and its online presence became a significant barrier to acquiring new clients.
User Challenge
Difficult to navigate and find relevant information about products and services.
Unclear value proposition and weak visual credibility.
Hard to contact the team or request a demo.
Poor mobile experience and outdated design that did not inspire trust in a medical context.
To help Innersight stay competitive and improve user engagement, I redesigned the site with a strong focus on clarity, trust, and conversion.
Restructuring information architecture
I reorganized the site to reflect how users explore the product, grouping content based on use cases and outcomes rather than internal structure.
Simplifying content and hierarchy
I reduced cognitive load by prioritizing key messages and breaking down technical information into scannable sections.
Conversion Focused
Design
Placed clear call-to-action (CTA) sections on high-intent pages to guide user flow and encourage lead generation.
Unified Visual Language
Built a cohesive design system with consistent typography, colors, and iconography to reflect the brand’s professionalism and credibility.
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Planning
Conducted market research to identify existing medical image modelling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Prototyping
Redesigned the homepage, simplified navigation, and improved content hierarchy to better showcase Innersight’s expanding product line.
Created a consistent design system (typography, colors, iconography).
Built responsive prototypes in Figma, iterated based on stakeholder feedback, and applied a clean, medical-grade visual system aligned with industry standards.
Implementation
We implemented the redesign in Webflow using an agile, sprint-based approach. Each cycle focused on high-priority components like the homepage layout, navigation, and product pages. Prototypes were tested with internal stakeholders, and iterations were made based on usability feedback.
Testing & Optimization
Gathered user feedback through beta testing and iteratively adjusted the website based on usability metrics and user happiness. Thoroughly tested the website across multiple platforms and devices to ensure compatibility and performance.
Here, the outcomes and achievements of the project are highlighted.
Improved User Experience
The redesigned website offered clearer navigation and streamlined content, helping users find key information faster and more easily.
Positive Stakeholder Feedback
Internal teams and stakeholders praised the updated design for its clean structure, improved product visibility, and more professional, and trustworthy design.
Boost in Lead Generation
Demo requests for 3D models increased by 30% after launch, driven by improved CTA placement and a more accessible contact experience.
Reflection & Learning
This project reinforced the importance of balancing medical-grade professionalism with clean, modern design. Taking ownership from research through design and Webflow development gave me valuable end-to-end experience and strengthened my ability to deliver solutions that are both visually trustworthy and measurably effective.