Load Time Cut From 12 Seconds to 4, Then a Full UX Rebuild for Two Distinct Audiences

Closing Every Gap in the Stack

We worked through the backend and frontend issue lists systematically rather than chasing symptoms. Twelve seconds became four.

• N+1 queries identified and resolved, with database queries cleaned up and tuned
• Server and browser caching implemented alongside a CDN rollout
• Large images compressed and lazy loading added across the site
• Unused CSS removed, Gzip compression enabled, page and action caching configured

Video as the Primary Brand Communication Tool

A Design Sprint before any code showed users weren't absorbing the value proposition through text and static imagery. We replaced it with full-screen popover video integrated into the design theme, taking over the screen when triggered rather than sitting in a classic embedded player. On career and about pages, we swapped stock photography for real office imagery: real people, real spaces, the client's actual culture.

One Website, Two Distinct Paths

The core decision was building two separate information architectures within one site, one for B2B evaluators and one for B2C patients. DSOs and practices got a clear path to features, pricing, partnership terms, case studies, and ROI evidence. Patients got membership benefits, payment options, doctor listings, and appointment scheduling, organized the way a patient actually thinks about finding care. Two paths, no overlap, sharing only a login page.

Structure First, Then Visuals, Then Findability

Wireframes were mapped and approved before any aesthetic work started. Once structure was locked, we brought in modern visual design, high-quality photography and illustration, a brand identity update, and responsive layouts with card-based elements for dense information. Meta tag cleanup and content structure improvements were built into the redesign, not bolted on afterward.