Project Overview

Context & Background

User Research

Design Solutions

Outcomes

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JB Ashtin

JB Ashtin

JB Ashtin

Revitalizing B2B medical communications agency website to attract & engage new users

Revitalizing B2B medical communications agency website to attract & engage
new users

Revitalizing B2B medical communications agency website to attract & engage new users

UX/Visual Design

User Flows/IA

Revamp

Project overview

Duration
& Outcome

Duration
& Outcome

4 mos
Built and shipped >>

Team

1 PM
1 Designer
3 Leadership

My Role

UX/UI Designer

Toolkit

Figma
Adobe Creative Suite
Wordpress

Location

Remote

Problem

A nonprofit organization faced engagement challenges with its web platform, including high ___ rates, low visit returns, and limited interaction with key content. How can we streamline user flow process so people will engage?

Lorem Ipsum

Lorem Ipsum

Outcomes

159% increase in site views

159% increase in site views

159% increase in site views

Learn about how I achieved these results

Learn about how I achieved these results

Project overview

Duration
& Outcome

Duration
& Outcome

4 mos
Built and shipped >>

Team

1 PM
1 Designer
3 Leadership

My Role

UX/UI Designer

Toolkit

Figma
Adobe Creative Suite
Wordpress

Location

Remote

Problem

Lorem Ipsum

Outcomes

30% increase in total site views

23% increase in unique visitors

15% increase in avg. user engagement time

Learn about how I achieved these results

Learn about how I achieved these results

Context & Background

The previous website was not aligned with the company's new brand values and the new clientele they wanted to attract. Was not enough to compete with current medical communications competitor websites.

🔄

Outdated branding in need of a modern refresh

📉

Poor engagement with critical pages and low user retention

Potential users found other resources about Japan’s Christian history and prayer needs to be fragmented, outdated, and unreliable.

Potential users found other resources about Japan’s Christian history and prayer needs to be fragmented, outdated, and unreliable.

👥

Currently reaching repeat clientele but want to attract new users

Currently reaching repeat clientele but want to attract new users

⚠️ Challenge

How might we create a credible, approachable digital B2B experience that clearly communicates value and drives new client leads?

How might we inform users, connect with them, and motivate them to download and share content with their communities?

How might we inform users, connect with them, and motivate them to download and share content with their communities?

User research

Methods

Surveyed leadership and current clientele, as well as conducted comparative analysis of competitor websites to discern where there were gaps in the current website.

research insights

Lack of clear and visually impactful calls to action

Lack of clear and visually impactful calls to action

Poor information architecture leading to longer user flows

Poor information architecture leading to longer user flows

Majority of users spent the most time on the home page

Majority of users spent the most time on the home page

Stakeholder insights

Limited time and budget to do an entire overhaul of the website

Wanted non-commercialized, professional, and tonally
respectful content

Wanted non-commercialized, professional, and tonally
respectful content

Want to increase user average session and engagement

Aim to appeal to both users looking
for empathetic storytelling and
factual statistics

Potential users found other resources about Japan’s Christian history and prayer needs to be fragmented, outdated, and unreliable.

Searching to keep up with more modern competitors while preserving the human element

Aim to appeal to both users looking
for empathetic storytelling and
factual statistics

Potential users found other resources about Japan’s Christian history and prayer needs to be fragmented, outdated, and unreliable.

Design solutions

After synthesizing the insights and limitations from stakeholder meetings and competitive analysis, I established the key elements to design for our MVP.

Updated Branding

1️⃣

Incorporating animation and motion to delight new users

2️⃣

Optimizing CTA button placements

3️⃣

Simplifying services information through tabs

4️⃣

Reimagining case study presentation

outcomes

This site is live! Please take a look here!

Impact of redesign

Overall, the redesign of the site resulted in a 30% increase in total site views and a 15% increase in average user engagement time 2 months after launch, compared to two months pre-launch.

Final reflections

This redesign was a familiar type of project, but it gave me new opportunities to grow. I became more comfortable working directly with leadership, learning how to align design choices with broader business goals and communicate progress effectively. I also learned to adapt sprint timelines as priorities shifted, creating a more flexible and sustainable workflow. Overall, this project strengthened my ability to balance collaboration, planning, and thoughtful
design execution.

next steps

👩🏻‍💻

Collecting and analyzing feedback from users to identify points for improvement

🪄

Planning and designing future features using existing design components

🇯🇵

Translating the site and all content into Japanese and other languages

Sharon Kim 2025