Over 1 in 3 adults over the age of 65 will develop a bunion in their lifetime, and yet for such a prevalent medical issue, the overriding solutions prioritized industry over individual. Voom Medical Devices + Bunionplasty aim to revolutionize the doctor / patient relationship, introducing patients to a new standard in care. 

Working directly with Dr. Blitz, star surgeon turned maverick CEO, my partner and I developed a B2C brand which was approachable and empowering, connecting with prospective patients where they were. We focused heavily on personal stories and real patient imagery, as well as educational content, investing heavily in social and organic search. All roads led to a best-in-class patient facing website which paired an approachable lifestyle brand and an ecommerce-inspired online experience, with the deeply informed content of an educational medical site.

Ultimately, my partner and I (and a very lean handful of support players) helped spread the word nationwide, showing patients how to restore their life and reclaim their style. 

Role

Creative Direction, Strategy, UI / UX Design, Design System, Prototyping, Project Mgmt

Date

2021 - 2024

Credits

Jess Ruzz Brand + Copy
Preston Straight Development
Brad Flaherty Logo 
Leslie Harris Illustrations

5.5%

Site conversion rate

20%

Month-over-month organic traffic growth

25k

Yearly site visitors (organic + paid)

82%

Mobile users

The Bunionplasty website was developed in two phases. The first included all primary pages, with a focus on establishing a brochure site for investors and doctors. The second incorporated a robust doctor search, prioritizing prospective patient education and conversion. We reviewed all pages and flows, aiming to reduce the time from first visit to search, making sure a doctor was never more than two clicks away. We iterated extensively on the search expeerience, reviewing designs with doctors and patient stand-ins, exploring a number of design solutions, while pushing consistent updates to the site. In the end, we found a solution which balanced information and clarity, with a key focus on details which personalized and differentiated each doctor.

The Bunionplasty website required a robust CMS which would allow quick updates and hassle-free growth. We built the website on a custom CMS powered by Sanity, with 95% CMS customizable content. While my team built the initial batch of pages, this flexibility allowed any current and future authors to easily create and update pages without requiring developer input.

In order to accelerate creation of repeatable page and content types, we built a robust template for doctors. This page included all the information any given doctor may include, and each page is auto-generated with all populated fields. This structure allowed us to create robust pages for the most engaged doctors, while making sure even those with minimal information have a presence.

As an added benefit, the headless CMS provided flexibility and opportunity for growth well into the future. The team has already discussed creating UI opportunities for in-office television displays, as well as the possibility of an enhanced search-only web app. This structure gives our growing database lasting power as the company continues to grow.