Timeline
Role
Team
Link
PROJECT OVERVIEW
PROBLEM
RESEARCH + INSIGHTS
SOLUTION + DESIGN EXPLORATIONS
FEEDBACK + ITERATION
FINAL DESIGN
CONCLUSION + LESSONS LEARNED
What is Gladstone and why is this project important?
Why were physicians unsure if Gladstone was right for them?
How do healthcare websites establish trust and clarity?
Sept - Dec 2025
UX/UI Designer
Michiel van Zyl (Owner)
Dan Varrichio (Co-Owner)
Gladstone Physicians is a physician-led growth partner that helps independent medical practices scale without selling ownership to private equity or corporate healthcare groups.
I redesigned Gladstone’s most important pages to clearly communicate trust, autonomy, and partnership—so physicians can quickly understand what Gladstone does and decide if it’s a good fit for them.
Physicians landing on Gladstone’s website were confused about what the company actually did and how it was different from private equity or corporate healthcare. Because of that, it was hard to trust the model or know what step to take next.
To understand how trust and clarity online in healthcare, I reviewed competitors sites including Amazon One Medical, Eden Health and The Lanby.
I redesigned the landing and partnership pages to clearly explain Gladstone’s approach, highlight what makes them different, and guide physicians toward the right partnership path.
I shared early layouts and page flow with the founder to get feedback on clarity and messaging. Based on feedback, I refined the content hierarchy and adjusted section order to improve flow and understanding.
A redesigned homepage focused on trust and clarity.
A dedicated partnership page explaining the Growth model in a transparent, physician-first way.
In healthcare, being clear builds trust faster than anything else.
Working closely with a founder taught me how to turn a big vision into something users can quickly understand.
This redesign helped physicians figure out whether a partnership with Gladstone was right for them - faster and with more confidence.
I worked closely with the founder to shape both the structure and the story of the pages.
Defined three core homepage goals: build trust, clarify differentiation and guide physicians to partnership options.
Reorganized the page flow to make the experience easier to navigate
Explored multiple layout variations to see which one felt seamless
Key Takeaways
A clear, direct hero section helps users quickly understand what a company does and builds credibility.
Simple layouts and straightforward language make complex healthcare concepts easier to understand.
The best experiences explain the basics first before asking users to engage more deeply.
How could the experience clearly explain Gladstone’s model and guide physicians forward?