Project Dates: 2014-2015

Role: Director of Design (prior to this, consulting on UI/UX, branding, content marketing).

In 2014, after a stint as a consultant, I joined the team at Hippo Education, a medical education startup which focuses on audio education for physicians. Hippo’s products keep health care providers  up to date and fulfill their CME (Continuing Medical Education) requirements, and they also make several products for Board Review preparation.

Prior to coming on-board at Hippo, there was no focused effort at making their suite of 9 products coherent and easily navigable, so one of my first tasks was to re-brand the company, and make the user experience of all of the marketing sites intuitive and compelling.

We began site-by-site, wireframing responsive layouts for content and creating interactive mockups in InVision.

Wireframes for Essentials of EM, made interactive in InVision

During the process of evolving the wireframes into higher fidelity mockups, we implemented a navigation UI which helped to surface all the product categories, and make them more easily understandable to caregivers who were new to Hippo Education’s products:

We continued to improve the sites based on data from user interactions, as well as remote user testing.

The results of the redesign and rebranding were dramatic: a significant increase in conversions, as well as an increase in referral traffic from users who were more engaged with the products, and excited to share their experiences.