Product Story: The Ophthalmologist Website Revamp

Role: Product Designer Manager
Industry: Medical Publishing / Healthcare Professionals
Platform: Web (Desktop + Mobile)
Client: The Ophthalmologist (a publication by Texere Publishing)

The Challenge

TheOphthalmologist.com, a leading editorial platform for eye care professionals, faced declining engagement due to a fragmented user experience, outdated taxonomy, and poor mobile responsiveness. The platform struggled to meet the evolving needs of its audience—surgeons, educators, and medical residents—looking for high-value content, expert insights, and learning resources.

Discovery & Research

To define a user-centered redesign, I led an in-depth discovery phase, which included:

• UX Audit (Qual + Quant):
  Heuristic analysis, Google Analytics review, and heatmap insights identified key drop-off points and usability pain areas.

• User Research & Interviews:
  Conducted 15 moderated interviews and 40+ survey responses to uncover user goals and pain points.

• Persona Development:
  Crafted three key personas: Dr. Insightful (surgeon), Resident Riya (learner), and Educator Elena (contributor).

• Taxonomy & Content Audit:
  Collaborated with editorial and SEO teams to define a scalable content structure and improved filtering logic.

Testing & Validation

I created a usability testing plan with both moderated and unmoderated sessions:

• Tested the existing site's navigability, content access, and subscription flow

• Prototyped new navigation, homepage layout, and article pages in Figma

• Synthesized learnings to refine the user experience across journeys

Key Solutions Delivered

• Reimagined homepage layout with dynamic content blocks and personalized modules

• Introduced a smart filtering system by subspecialty, content type, and contributor profile

• Improved mobile UX with a responsive, touch-friendly interface

• Elevated editorial credibility by spotlighting author credentials and peer insights

• Enabled faster content discovery via search enhancements and mega-menu redesign

[See Prototype Wireframe Demo in Figma]

Results & Learnings

The redesign laid a foundation for increased engagement and improved user journeys:

• +25% improvement in content discoverability (measured by page depth and filter usage)

• Lowered bounce rates and improved time-on-site

• Enhanced editorial workflow through modular UI components

Tools Used

Figma, FigJam, Hotjar, Google Analytics, UserTesting, Miro, Confluence, Jira

“By deeply understanding the needs of ophthalmology professionals, we designed a platform that delivers medical content with precision, clarity, and relevance.”