PNWX Website Redesign
Improving product discovery and usability in a medical equipment platform through structured navigation and clearer information hierarchy
This is a self-initiated redesign project based on heuristic evaluation and UX analysis of the existing PNWX website. The goal was to improve product discovery, navigation, and overall usability for medical buyers.
Approach: Heuristic evaluation → problem identification → redesign exploration → solution validation
My Role
UX/UI Designer
Tools
Figma
Industry
Medical Equipment
Type
Redesign Concept
Inefficient product discovery and navigation
Cluttered layout with inconsistent visual hierarchy
Limited product discovery on the homepage
Difficult to access filters and search functionality
Inconsistent product cards lacking clarity
Outdated visual design reducing trust for medical equipment
Improved discovery through structured UX redesign
Improved product discoverability with clear categories
Created clearer navigation structure
Designed consistent product cards
Simplified filtering and browsing
Built modern, trustworthy interface
In medical e-commerce, poor product discovery doesn’t just affect usability — it directly impacts purchasing decisions. Healthcare professionals need to quickly find precise equipment, making clarity, trust, and navigation critical.
Homepage Redesign
❌ Before
✓ After
🎯 Clear Hero Section
Focused messaging with prominent call-to-action directing users immediately toward product browsing
🔍 Search-First Discovery
Large search bar enables quick equipment lookup without navigating multiple pages
🗂️ Category Navigation
Visual product categories (X-Ray, Accessories, Veterinary, Protective Gear) for easy browsing
⭐ Featured Products
Quick visibility into popular equipment with direct quote requests from product cards
🏆 Trust Indicators
Experience, certifications, and reliability signals reinforce credibility for medical buyers
Product Listing Redesign
❌ Before
✓ After
🎛️ Sidebar Filtering
Users can filter products by brand and price range to narrow down equipment quickly and efficiently
📦 Consistent Product Grid
Structured grid layout with uniform cards makes product comparison and browsing easier
💡 Clear Product Info
Each card displays equipment name, price indication, and prominent request-quote button
⚙️ Sorting Options
Sort products by popularity and other criteria to streamline product exploration
📌 Persistent Filters
Filters stay visible on the left side, allowing adjustments without losing browsing context
Key Design Decisions
Prioritising product discovery
Users struggled to find products quickly, so I introduced search-first navigation and clearer category structures to reduce time-to-find.
Improving visual hierarchy
The original layout lacked structure, so I redesigned spacing, typography, and grouping to guide user attention effectively.
Reducing cognitive load
Simplified product cards and prioritised key information to support faster scanning and decision-making in high-intent purchasing scenarios.
Building trust through design
Introduced cleaner UI, consistent components, and trust indicators to match expectations in a medical domain.
UI Design System
🎨 Blue Color System
Professional palette communicating trust, reliability, and credibility suitable for healthcare industry
🎴 Card-Based Layout
Structured information using cards improves readability, scanning, and product comparison
📐 Better Spacing
Consistent spacing and alignment creates clear visual hierarchy while reducing clutter
✨ Strategic Icons
Visual cues for certifications, shipping, and checkout communicate key benefits at a glance
Outcome
↓
Reduced time to find products
↑
Improved product discoverability and navigation efficiency
↑
Better user trust & clarity
Key Takeaway
Restructuring the homepage and product listing created a cleaner, more intuitive browsing experience for healthcare professionals searching for medical equipment.
Explore the Project
View the original website and interact with the redesigned prototype.