Orthofix Web Redesign

The image above showcases the redesigned corporate website, which underwent a comprehensive redesign process. Following a recent rebranding initiative by the marketing team that shifted the company’s focus toward prioritizing patients, my role as the Web Designer was to ensure the website aligned seamlessly with the new brand message and campaign.

My Role:

I led the redesign of the Orthofix.com website with a focus on elevating the patient experience. This involved incorporating compelling patient photography, videos, and inspiring success stories throughout the site to create a more human-centered and emotionally engaging presence.

Leveraging website analytics, I identified high-traffic areas and pages with significant user drop-off, which informed design decisions aimed at improving usability and engagement. These enhancements were strategically implemented to increase conversion rates, attract new visitors, and reduce bounce rates.

What it used to look like

My team and I were tasked to completely overhaul the old website to address the following issues:

• Outdated and cold imagery
• Targeted more towards doctors than patients (main visitors)
• Not mobile or tablet friendly
• Navigation was confusing and hard to use
• Outdated content and not optimized for SEO
• Layout was not built to scale therefore we couldn't upload multimedia such as videos.

We redesigned the corporate website by streamlining layouts, refining icons, reducing overall copy, and consolidating low-traffic pages. To meet the high production volume and a tight deadline, we created components in small batches, uploaded assets continuously, and conducted thorough testing in our sandbox—resulting in a smooth launch with minimal bugs and a robust component library. All our efforts produced a more cohesive, efficient, and user-friendly website.