Designing a credibility-first surgical biologics website to support real-world sales and rapid go-to-market.
Designing a credibility-first surgical biologics website to support real-world sales and rapid go-to-market.
End-to-end Experience Design
06
End-to-end Experience Design
End-to-end Experience Design
Overview
Overview
Adnexa Biomedical is a US based healthcare company expanding from an established ocular biologics business into surgical applications. The goal was to launch a professional, regulation aware surgical division website that supports real world sales conversations and matches existing marketing materials.
Adnexa Biomedical is a US based healthcare company expanding from an established ocular biologics business into surgical applications. The goal was to launch a professional, regulation aware surgical division website that supports real world sales conversations and matches existing marketing materials.
Duration
Duration
10–12 weeks
10–12 weeks
Role:
Role:
Product Designer
Product Designer
Platforms:
Platforms:
Web ,Wix
Web ,Wix
Team:
Team:
Thought Cab Design
Thought Cab Design
Scope:
Scope:
Website strategy, UX, UI, delivery
Website strategy, UX, UI, delivery
Adnexa Surgical homepage establishing trust, clarity, and product legitimacy for a regulated healthcare audience.
Adnexa Surgical homepage establishing trust, clarity, and product legitimacy for a regulated healthcare audience.
Adnexa Surgical homepage establishing trust, clarity, and product legitimacy for a regulated healthcare audience.
Context & Problem
Context & Problem
Context
Adnexa previously operated with a dedicated ocular website while surgical products were already in-market without a supporting digital presence. Marketing materials referenced a website that did not yet exist, creating a credibility gap during active sales conversations.
Problem
The surgical division needed a functional, professional website quickly to validate the business, support sales representatives, and align with healthcare industry expectations.
Context
Adnexa previously operated with a dedicated ocular website while surgical products were already in-market without a supporting digital presence. Marketing materials referenced a website that did not yet exist, creating a credibility gap during active sales conversations.
Problem
The surgical division needed a functional, professional website quickly to validate the business, support sales representatives, and align with healthcare industry expectations.
Ocular (existing)
Ocular (existing)
Surgical (new focus)
Surgical (new focus)
Transitioning Adnexa from an established ocular division to a surgical-focused biomedical platform.
Transitioning Adnexa from an established ocular division to a
surgical-focused biomedical platform.
Transitioning Adnexa from an established ocular division to a
surgical-focused biomedical platform.
My Role & Constraints
My Role & Constraints
I led UX and UI design, structured content hierarchy, and delivered a production-ready website within platform and timeline constraints.
Key Constraints
No e-commerce requirements
Wix platform preference
Medical credibility over marketing flair
Compressed delivery timeline
I led UX and UI design, structured content hierarchy, and delivered a production-ready website within platform and timeline constraints.
Key Constraints
No e-commerce requirements
Wix platform preference
Medical credibility over marketing flair
Compressed delivery timeline
DISCOVERY &
KEY INSIGHTS
DISCOVERY & KEY INSIGHTS
Surgeons and hospital stakeholders required immediate visual credibility
Product benefits needed clarity without clinical overload
Visual demonstration was critical due to the translucent nature of the biologic material
Founder credibility was a trust signal worth highlighting
Surgeons and hospital stakeholders required immediate visual credibility
Product benefits needed clarity without clinical overload
Visual demonstration was critical due to the translucent nature of the biologic material
Founder credibility was a trust signal worth highlighting
Helping surgeons understand biologic healing through visual clarity rather than technical depth.
Helping surgeons understand biologic healing through visual clarity
rather than technical depth.
Helping surgeons understand biologic healing through visual clarity
rather than technical depth.
Design Approach
Design Approach
I designed a clean, restrained interface prioritizing trust, readability, and medical professionalism. The structure emphasized surgical specialties, clear product explanation, and a strong connection between biologic science and healing outcomes.
I designed a clean, restrained interface prioritizing trust, readability, and medical professionalism. The structure emphasized surgical specialties, clear product explanation, and a strong connection between biologic science and healing outcomes.
Building a modular system that communicates complex biologic healing through visual clarity rather than technical depth.
Building a modular system that communicates complex biologic healing through visual clarity rather than technical depth.
Building a modular system that communicates complex biologic healing through visual clarity rather than technical depth.
KEY User Flow
KEY User Flow
Primary Flow - Specialty selection → product understanding → contact initiation
Primary Flow - Specialty selection → product understanding → contact initiation
Leoney’s primary interface for explaining value before commitment.
Leoney’s primary interface for explaining value before commitment.
Implementation:
The site was built on Wix using reusable layouts, optimized performance, and mobile responsiveness. Visual emphasis was placed on product application imagery and structured content rather than interaction-heavy features.
Implementation:
The site was built on Wix using reusable layouts, optimized performance, and mobile responsiveness. Visual emphasis was placed on product application imagery and
structured content rather than interaction-heavy features.
Implementation:
The site was built on Wix using reusable layouts, optimized performance, and mobile responsiveness. Visual emphasis was placed on product application imagery and structured content rather than interaction-heavy features.
Results / Evidence
Results / Evidence
Delivered a credibility-first surgical division experience that aligns with sales enablement needs: clear positioning, scannable product stories, and a structure that makes it easy to move from interest to contact. The site is designed to work as a lightweight companion to outreach decks, not a content-heavy portal.
What I would measure next
Visits from sales links to contact actions
Which division tab users choose first and where they drop off
Time on key pages used in outreach
FAQ expansion and repeat visits from the same accounts
Delivered a credibility-first surgical division experience that aligns with sales enablement needs: clear positioning, scannable product stories, and a structure that makes it easy to move from interest to contact. The site is designed to work as a lightweight companion to outreach decks, not a content-heavy portal.
What I would measure next
Visits from sales links to contact actions
Which division tab users choose first and where they drop off
Time on key pages used in outreach
FAQ expansion and repeat visits from the same accounts
OUTCOME
& LEARNINGS
OUTCOME & LEARNINGS
Adnexa Surgical launched with a professional digital presence aligned to active sales efforts, providing immediate credibility and a foundation for future expansion.
Learnings
In regulated industries, clarity and restraint outperform complexity
Design decisions must balance speed, trust, and real-world constraints
Credibility is often the primary user need, not interaction depth
Adnexa Surgical launched with a professional digital presence aligned to active sales efforts, providing immediate credibility and a foundation for future expansion.
Learnings
In regulated industries, clarity and restraint outperform complexity
Design decisions must balance speed, trust, and real-world constraints
Credibility is often the primary user need, not interaction depth
This work reinforced my belief that the most durable digital products don’t convince users they respect them.
This work reinforced my belief that the most durable digital products don’t convince users they respect them.
Product Designer · Systems & Marketplace Design
Phone: +234 805 131 3516
Email: israel.adeleke@outlook.com
