Integrative Medicine of NYC

Landing page redesign
Contents
Industry
Healthcare
Time
2 weeks
My role
UI Designer
Scale
Landing page redesign
View  Figma Prototype

The Design Challenge

Scope
‍Transforming an outdated healthcare website into a modern, trustworthy digital experience that reflects premium integrative medical services in Manhattan.

NYC Integrative Medicine: Landing page before redesign. Visit the original page here: https://www.nycintegrative
medicine.com/

Research approach:
Competitive Analysis

‍I started by analyzing 12+ competitor healthcare websites to understand visual patterns and trust- building elements in industry.

Key insights: 70%  premium healthcare sites used traditional blue palettes, limiting visual differentiation and brand distinctiveness in a competitive landscape.

Competitor’s landing pages examples: A few traditional examples with clean UI, clear navigation, and structured messaging.

Key Findings from Competitor Analysis

Poor Message Hierarchy

Value propositions get lost behind long introductions.

Brand Parity

Competitors rely on generic wellness language, creating no competitive edge.

Fragmented Navigation

Understanding the integrative care path requires too many clicks.

Insufficient Social Proof

Users don’t see the evidence they need to make a confident decision.

A  Modern Design System that Elevates Trust & Clarity

design System

‍I started by analyzing 12+ competitor healthcare websites to understand visual patterns and trust- building elements in industry.

‍The palette is complemented by warm yellow accents to highlight key actions and guide attention naturally.

‍Clean, readable typography enhances scanability, helping users process information quickly and confidently.

#78D9CB

Primary color

Turquoise
‍Evokes calm, trust, and holistic wellbeing.

#FFBE44

Secondary color

Yellow
Adds warmth, energy, and highlights key elements.

#FFFFFF

BG color

White
‍Keeps the layout clean, spacious, and easy to read.

Fonts
Georgia
Aa
HEADINGS
Helvetia Neue
Aa
PARAGRAPHS

Helvetia Neue
Is used for body text because of its clean, modern design, ensuring readability and a smooth reading experience.

‍Together, they create a balanced typography hierarchy that enhances clarity and the overall user experience.

Georgia
Is used for headings to convey professionalism, trust, and a sense of elegance, making key messages stand out.

The Final Home Page Design

Building trust was critical. I strategically placed social proof throughout: real patient testimonials wih 5-star ratings, doctor team photos on mint backgrounds, and prominent statistics.

Hero section
‍A welcoming hero image that communicates accessibility, holistic care, and a sense of balance from the moment users land on the page.

Unified patient timeline
A simplified presentation of core treatments that helps users quickly understand what the clinic offers

Need Help Section
‍A friendly support section that guides users toward quick answers and direct contact.

The Medical Team Section
‍Each card presents qualifications, focus areas, and a warm human touch to help users feel confident and connected.

Projected Design Impact

While this was a portfolio redesign project without real testing, the redesign aims to deliver measurable improvements:

+40 %

Clarity
‍Users can quickly understand services and the clinic’s value proposition.

+30 %

Engagement
‍Improved hierarchy and visual cues encourage exploration of multiple services.

+25 %

Conversion potential
Highlighted CTAs and intuitive flow support appointment bookings.

Key Takaways

Healthcare design is about trust first, conversion second. Beautiful aesthetics mean nothing if users don’t feel confident choosing for their medical care.

In a real project, I would A/B test hero messaging variations, CTA placement, and testimonial section positioning to validate these designdecisions with actual patient behavior data.

NYC Integrative Medicine: Landing page after redesign

Thank You!

‍For reading through! Hope you enjoyed learning about my design and thought process. 🙂

Want to see NYC Integrative Medicine in action?

You can take a look at the prototype and interact

with the design here.

Disclaimer:  This is a portfolio project and not an actual client or live product.

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