DermaRite Medical
Product
Web Application
Timeline
X Weeks
My Role
Challenge
UX Designer
Company was bought mid project
Introduction
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DermaRite is a healthcare product manufacturer specializing in wound care, skin care, infection control, and nutritional products.
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Its products serve a range of audiences, including healthcare professionals, patients, caregivers, and industry supply partners.
The project
The goal of the website redesign was to create a more organized, informative, and user-friendly experience that made it easier for visitors to discover products, understand their benefits, and find the resources relevant to them.
Initial Problem
DermaRite's website was outdated, difficult to navigate, and lacked clear product organization and educational content. It also wasn't effectively addressing the different needs of its audiences.
Initial Goal
Create a more intuitive, organized, and informative website that makes it easier for patients, caregivers, healthcare professionals, and industry partners to discover products and access relevant information and resources.
Our Team
The website redesign was a collaborative effort between DermaRite, AdLib, and later on Sion Brands.
I focused on UX research, information architecture, UX writing, content strategy, and design direction, working alongside all the teams to shape the overall website experience.
DermaRite
Client
SionBrands
New Owner of
DermaRite Medical
Chayala (Me)
UX Designer at AdLib
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AdLib Unlimitted
Marketing Agency
Research
Research Process
To understand how DermaRite could better serve its audiences, I conducted research across three key areas: user needs, the existing digital experience, and the competitive landscape.
01.
UX Audit
02.
User Behavior Analysis
03.
Competitive Analysis
04.
Synthesis
05.
Wireframes
​Evaluating the Existing Website
Before thinking about solutions, I wanted to understand how effectively the existing website communicated Interplay Learning's services and guided visitors through the experience.
I reviewed the homepage and three key landing pages, looking at the experience from the perspective of someone unfamiliar with the company.
01
I asked myself..
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Is it immediately clear what Interplay Learning offers?
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Can visitors understand the value of the platform?
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Can visitors easily identify which solution is right for them?
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Does the navigation make sense?
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Is the information easy to find?
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Are the calls to action clear and meaningful?
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Does the content speak to the needs of different audiences?
02
What I was looking to uncover
​I wanted to identify where the website was making visitors work harder than necessary to understand the product, find relevant information, or take the next step.
Understanding the Business
Before making recommendations, I wanted to understand Interplay beyond its website.
I explored its training solutions, target industries, competitive positioning, and business objectives to better understand what made the company valuable and what the website needed to communicate.
Key questions:
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What unique value does Interplay offer compared to competitors?
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What are the company's strongest assets and differentiators?
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What internal and external factors could impact the business?
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Which areas of the business could benefit from further development?
What I learned:
Interplay's key differentiator was its approach to technical training. By combining immersive VR simulations, interactive 3D experiences, and online courses, it offered a way for businesses and educational institutions to provide practical, hands-on training in a controlled environment.
Its ability to serve different industries and audiences was another important strength. However, this also meant the website needed to communicate a broad range of solutions without overwhelming visitors.
Understanding these strengths and challenges helped me recognize what the website needed to communicate more effectively.
Understanding the Users
Interplay has three main audience groups: Enterprise, Small Business, and Education. My goal was to better understand the people within these groups, what challenges they faced, what they were looking for, and what would influence their decision to use Interplay.
How I approached the research
To build a more complete picture of these audiences, I gathered insights from several different sources:
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UX Audit: Evaluated the website through the eyes of a potential user, looking at how easily visitors could understand the offering, find relevant information, and identify the right solution.
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User Interview: Spoke with a potential customer familiar with the skilled trades industry to gain a first-hand perspective on training challenges, expectations, and decision-making.
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Case Study Research: Reviewed numerous industry case studies to understand the challenges organizations faced, how they approached workforce training, and what solutions they were looking for.
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Sales Call Analysis: Reviewed recorded Gong calls between Interplay's sales team and prospective customers. This gave me insight into the questions prospects asked, the challenges they brought up, their concerns, and what they needed to know before making a decision.
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Lucky Orange: Observed visitor behavior on the existing website to identify areas of confusion and understand how people interacted with the content and navigation.
UX Audit
I began by reviewing DermaRites homepage through the eyes of a first-time visitor. Rather than looking at it only from a visual perspective, I evaluated whether the content was answering the questions a potential customer would have when arriving at the site.
I used these six key questions:
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Who is this for?
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What benefit does the company provide?
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How does the product or service help me?
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What credentials or past success demonstrate its value?
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Who else has used the service?
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Who is behind the company?
This helped me look beyond the appearance of the homepage and assess whether it was communicating the right information, in the right order, to the right audience.
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My Recommendations
Based on the audit, I outlined several principles to guide the homepage improvements:
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Gear content toward the needs of the audience.
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Establish a more purposeful content hierarchy.
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Make calls to action meaningful and relevant to the next step.
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Use spacing more intentionally.
User Interview
I interviewed existing DermaRite customers across three audience groups: patients and caregivers, healthcare professionals, and industry supply partners.
The interviews helped uncover their experiences, frustrations, and expectations when searching for products and resources.
Key Interview Takeaways
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Challenges:
x -
Goals:
x -
Needs:
x -
Website Expectations:
x
User Quotes:
- hi
- im
- updating
- my
- site
Project Challenges
A Change in Ownership Before Launch
Just as the website was approaching launch, DermaRite was acquired by Sion Brands. The acquisition brought significant changes to the company's product catalog, brand direction, and overall website requirements.
We had to revisit work that was already underway, remove discontinued product categories, rethink the product discovery experience, and adjust the website to reflect the company's new direction.
No Direct E-Commerce Functionality
Another challenge was that customers couldn't purchase products directly through the website. Purchases were made through DermaRite's Amazon store instead.
The challenge was to create a product discovery experience that still made it easy for visitors to understand their options and find where to buy, without a traditional checkout process.
Personas
After gathering insights from the interviews, case studies, and DermaRite, I brought the research together to identify the common challenges, goals, and needs across Interplay's three primary audiences.
I organized these findings into three audience profiles to better understand what each group needed from DermaRite and how the website could address those needs.
01
02
03
Competitive Analysis
I reviewed competitor websites and similar healthcare and product-focused platforms to understand how they organized information, presented products, structured navigation, and used calls to action.
I also reviewed existing DermaRite content and case studies to better understand its products and audiences.
What I wanted to understand
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How do other platforms explain complex products and services?
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How do they communicate their value proposition?
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How do they organize information for different audiences?
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How do they guide visitors toward the right solution?
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What makes their navigation and page structure easy to follow?
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How do they establish credibility and build trust?​
Research Synthesis
Synthesis & Recommendations
After bringing together the website evaluation, business research, audience insights, competitive analysis, and interview findings, we identified several opportunities to improve the experience.
01
​Communicate the value more clearly
Help visitors quickly understand what Interplay offers, how its training works, and why it is valuable.​
03
Simplify the global navigation
Reduce clutter, reorganize information into meaningful categories, and establish a clearer navigation hierarchy.
05
​Build trust and demonstrate value
Use product demonstrations, social proof, and benefit-focused messaging to address customer questions and build confidence.
02
Create clearer audience pathways
Make it easier for Enterprise, Small Business, and Education visitors to identify the solutions relevant to them.​
04
Improve content hierarchy
Prioritize important information, introduce clearer headlines, and make the website easier to scan and understand.
06
Improve calls to action
Make the next steps more visible, consistent, and relevant to the visitor's needs.
Project Goals
Problem
DermaRite's existing website was outdated, difficult to navigate, and lacked clear product organization and educational content.
It wasn't effectively serving the needs of its different audiences.
Goal
Create a refreshed digital experience under Sion Brands that focuses on wound care and nutritional products, simplifies product discovery, and provides accessible educational and clinical resources for patients, caregivers, healthcare professionals, and industry partners.
The goal was also to establish a stronger digital brand presence while making it easy for visitors to find products and purchase them through DermaRite's Amazon store.
Wireframes & Final Website
From Research to Wireframes
With a clearer understanding of the business, its audiences, and the existing website challenges, we moved into developing the proposed experience.
Site Map
One of the biggest areas of focus was restructuring the global navigation.
The original navigation contained too many options and lacked a clear hierarchy, making it difficult for visitors to find relevant information.
We worked on:
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Reducing and consolidating navigation options.
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Grouping related content into clearer categories.
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Organizing information into more intuitive dropdowns.
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Separating pathways for Enterprise, Small Business, and Education.
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Restructuring the overall navigation hierarchy.
The goal was to create a cleaner, more organized experience that made information easier to discover.
Prototype Frames
Key Features
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View data on all activities
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Look at applicant profiles and filter them by keywords
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Create, upload and track job postings
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Communicate with applicants and prospect
(See image and corresponding numbers)
My Dashboard
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Created shortcuts to accomplish tasks like (a) posting a job or (b) viewing new applicants
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Included customizable key metrics according to a date range, candidates, and jobs.
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Established how to track and manage a job post.
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Designed a way to (a) view applicants and (b) move them along in their process
My Jobs
Next Steps
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Introduce product comparison tools and related product recommendations.
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Expand educational resources with videos, FAQs, and multilingual guides.
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Explore compatibility charts and additional clinical resources.
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Conduct follow-up interviews to understand evolving user needs.
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Run usability testing to identify areas for improvement.
Takeaways
Looking back on this project, there are a few things I learned that I would carry into future projects.
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Design within business limitations.
Users needed an easy way to find and purchase products, but the website didn't offer direct checkout. The challenge was creating a clear path to purchase through Amazon.
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Balance user needs with clinical responsibility.
Users wanted to filter products by specific conditions, but DermaRite couldn't diagnose or recommend products based on medical needs. The challenge was making product discovery helpful without crossing clinical boundaries.
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Adapt to changing business needs.
The acquisition changed the product catalog and company direction, requiring us to simplify the structure and rethink the user experience.