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case study   5 — 8
  • digital
  • health & society
  • 2017
the mission

In the midst of rapid expansion, Brooklyn-based ModernMD engaged with us to bring their message of open, accessible, and high-quality medical care to life in an online space. Communicating ease of accessibility as well as their trademark open and inviting atmosphere were paramount in their vision for their online presence.

chapter — 1




We brought the clean and inviting aesthetic of the ModernMD clinics themselves into the experience of visiting their website by incorporating custom illustrations with an open and easy-to-follow page design. Photo galleries and a custom locations map furthered the welcoming feeling while offering patients of all backgrounds easy access to these much-needed community services.

brand shape
Office picture
Office picture
Brand icon
chapter — 2


Our improvements included a revamped sitemap, where we connected the content logic. We prepared a user journey with wireframes, focusing on ModernMD’s goal of an easy and efficient process for learning about their services and booking appointments. This user journey was intended to display the content effectively so potential patients would feel confident in choosing to seek care at a ModernMD clinic.

Wireframe preview
Floating modal box
hexagon shape
chapter — 3




We matched a clean style with a broken grid, resulting in a more natural viewing experience for users. Red is a color that connects well with the healthcare industry, so we used it for the sections where we needed to grab users’ attention.

ModernMD icons
Search icon

Color palette
  • ModernMD picture
  • ModernMD picture
  • ModernMD picture
  • ModernMD picture
  • ModernMD picture
  • ModernMD picture
UI examples
UI examples
UI examples
UI examples

chapter — 4



custom Wordpress theme

based on BWS proprietary framework


Each member clinic is represented in the system by a separate geo-coded entry and a custom module was developed to present clinic locations alongside basic contact info.

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