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• Outdated and cold imagery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• Outdated content and not optimized for SEO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 overhauled the corporate website which involved the replacement of numerous pages and an extensive range of product manuals and patient images. To handle the production volume and adhere to our deadline, we developed the site in three phases. First, we created all the components in small batches, which were progressively passed off to our team of developers. Then, a team member steadily uploaded assets to the server. Finally, we conducted rigorous testing in an internal sandbox environment to ensure quality. As a result of these team efforts, we successful launched the corporate site on time with minimum bugs and also created a robust library of reusable components.

Following the initial launch, I was tasked to refresh the website with a focus on enhancing the user experience. This update focused on streamlining the layout, refining icons, reducing copy, and consolidating low-traffic pages to create a more cohesive, user-friendly website.