Client: Biovital Medical Inc.
Duration: 4 Weeks
Tools: Figma , Adobe Photoshop, Maze, Adobe Illustrator
Responsibilities: User research, UX & UI design, Prototyping, User Testing
People with cardiac complications who need to monitor their vitals regularly, cardiologists and cardiovascular care providers, and professional athletes.
Design a responsive website and brand identity for Biovital Medical Inc. — a biomedical startup launching a suite of FDA-approved wearable cardiac monitoring devices. The site needed to serve both general users and healthcare professionals, while driving quote requests and customer inquiries.
The primary challenge was presenting highly technical, clinical information in a format accessible to both patients and healthcare professionals — without oversimplifying for one audience or alienating the other. The site also needed to drive action (quote requests, contact inquiries) without an e-commerce component, while feeling modern and credible in a heavily traditional medical sector.
Biovital Medical Inc. is a biomedical startup bringing FDA-approved wearable diagnostic technology to market. Their flagship product line — branded under SenWatch — consists of three devices: SenWatch Lite (primary monitoring), CAM (cardiac ambulatory monitoring), and MCT (mobile cardiac telemetry). Each device collects physiological signals to support clinicians in assessing cardiopulmonary conditions remotely.
As a brand-new company with no existing web presence, a competitive analysis of established players in the medical wearables space was the critical first step. Analysing competitor websites revealed the level of technical information, content hierarchy, and user experience patterns that professionals and patients already expected from this category.
Following the competitive analysis, I conducted interviews with potential users familiar with cardiac conditions and monitoring devices. Screener questions were used to identify qualified participants from a broader pool, ensuring research insights reflected the target user population.
Interviews were conducted virtually due to COVID-19 constraints. An interview script ensured consistency across sessions, and the findings yielded clear, actionable direction for the design:
Drawing from interview findings and competitive analysis, I synthesised insights into a persona. Understanding the expectations, concerns, and motivations of the target user made it easier to design for a wide range of needs — from patients seeking product information to healthcare professionals evaluating clinical specifications. The persona highlighted two core design objectives: provide sufficient information about products, conditions, and technology; and avoid an outdated aesthetic or irrelevant content.
Next, I created the empathy map to have a deeper understanding of the user and summarized key insights from research in one visual reference.
To bridge qualitative research insights and design decisions, I created a feature roadmap categorising requirements into must-have, nice-to-have, and optional. This structured approach enabled efficient sitemap creation and gave focus to the initial ideation sketches.
The sitemap provided a clear visual hierarchy of the website’s structure. Informed by the persona’s needs and the roadmap, I defined the main categories and subcategories before moving to wireframes.
With the site structure defined, I mapped optimised user flows for the two primary task paths: getting a quote for a selected product, and contacting a healthcare professional through the website. These flows ensured every design decision was grounded in real user journeys.
Ideation and Wireframes
Ideation sketches were developed into digital wireframes covering the six key pages identified in the sitemap, providing the minimum functionality required to support the defined user flows.
Having the structure of the website and functionality of different parts and features defined, I started to think about the aesthetic aspects and visual components in a multi-step design process:
Hi Fidelity Designs v1
Usability testing was central to validating the design before high-fidelity development. The decision matrix built from test results helped prioritise iterations by user impact and business relevance — ensuring revisions were targeted, efficient, and aligned with both user needs and product goals.
Designing a brand identity and responsive website from scratch for a medical startup required balancing clinical credibility with modern accessibility. Working within a fast-moving startup environment — with evolving requirements and limited client input — reinforced the importance of a structured research process, clear documentation, and proactive stakeholder communication. The final deliverable provided Biovital with a complete design system, responsive prototype, and brand identity ready for development.
