Digital Strategy That Connects
Medable · UX/UI design, web management, Webflow Enterprise development · 2021 — 2025
Series D, VC-funded clinical research startup. Brand and communication across 10+ web properties, working with cross-functional teams. Webflow CMS and components to build pages faster and keep design quality.
- Design Systems
- Brand
- Web
- Enterprise UX
- Client
- Medable
- Role
- UX/UI design, web management, Webflow Enterprise development
- Year
- 2021 — 2025
- Duration
- 4 years
- Location
- Palo Alto, California, USA
Business impact
Four years, one coherent ecosystem.
- Of support tickets resolved within one interaction
- 89%Of support tickets resolved within one interaction
- Websites spanning one unified design system
- 8Websites spanning one unified design system
- Increase in customer engagement
- 20%Increase in customer engagement
As part of Medable’s broader digital and customer-experience programme.
Internal teams relied on different tools and platforms to meet their own needs, but that fragmented setup created an inconsistent, broken user experience.
The problem, stated plainly
My role
I operated at the intersection of UX/UI design, web management and Webflow Enterprise development, collaborating with 10+ internal teams to launch and maintain several digital initiatives.
Main goals
- Translate product and brand goals into clear web experiences across Medable’s site and related properties.
- Design and build scalable Webflow components and CMS structures that other teams could reuse.
- Align stakeholders using design thinking, agile delivery, and data from analytics and support tools.
Over 4 years, I worked across digital web properties to help turn a fragmented web presence into a coherent web design ecosystem.
What the four years amounted to
Research and discovery
I did an initial desk research, a tech stack audit, a stakeholder map, user personas and benchmarking.
1. Initial desk research
Audited the existing properties, their analytics and their support-ticket themes, to find where the current experience was actually costing the business.
2. Tech stack ecosystem
Mapped the publishing stack end to end — CMS, component library, analytics and marketing automation — to understand what the tooling would actually allow.
3. Stakeholder map
Ten-plus internal teams, each with their own tools and their own definition of done. The map made the overlaps visible and gave the redesign a shared vocabulary.
4. User personas
Consolidated the interviews into a small set of personas covering the clinical-research audience and the internal teams publishing to them.
5. Benchmarking
Compared against adjacent clinical-research and enterprise-SaaS sites, to establish what visitors would already find familiar.
Before and after
Design evolution
From 1.0, 1.5 to 3.0. Working side by side with the VP of Brand, the Design Studio and the Creative Director, I co-led the Webflow implementation of the marketing website.
Brand impact: the new website delivers a more consistent digital brand experience across touchpoints, and showcases Medable’s product growth, customer stories and industry recognition.
The 3.0 version includes
- Marketing site redesign and a shared web design system.
- ADA Level AA aligned templates and components.
- 10 custom reports using GA4, GTM and Looker Studio.
Cross-functional projects
- Performance Marketing
- Campaign landing pages and A/B tests
- Design Studio
- Brand system and shared components
- Experience Design
- Product-adjacent web experiences
- Patients Advocate Center
- Patient-facing content and access
- Customer Support
- Support-ticket themes feeding the redesign
- Platform Innovation
- Product growth stories
- Enterprise Clients
- Customer stories and recognition
- Legal
- Compliance across regulated content
- Delivery & Tech Writers
- Documentation and handoff
Web Design System 3.0
Work in tandem with the design team to build reusable components, standards and guidelines to manage updates.
Final thoughts
Medable now owns a web design process with clear rules and documentation, made with and for real users. This helps launch A/B tests and digital campaigns faster.
The different internal teams set up their own CMS tools, but with a clear guide on how to implement the global web design system.
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