Timeline
Role
Team
Link
PROJECT OVERVIEW
PROBLEM
RESEARCH + INSIGHTS
SOLUTION + DESIGN EXPLORATIONS
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?
How could the experience clearly explain Gladstone’s model and guide physicians forward?
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.
Before the redesign, the website didn’t clearly explain how Gladstone was different from traditional healthcare groups. The messaging was too broad, making it hard for physicians to quickly understand the value of partnering with them.
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.
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.
From my research, I focused on:
A clear, differentiated headline in the hero
Strong page hierarchy before introducing partnership models
Breaking down complex information instead of showing everything at once
This helped the experience feel more confident, transparent, and easy to navigate.
Homepage
Three Goals
Build trust
Show what makes Gladstone different
Guide physicians to the right partnership option
Hero
A clear, physician-first headline immediately sets the tone.
Core Pillars
Three focused proof points highlight experience, autonomy, and expertise.
Partnership Flow
Click-to-reveal models keep the page clean and easy to scan. The CTA appears after users fully understand the offer.
Partnership
The page clearly states:
Who it’s for
What problem does it solves
The flow moves from current challenges → to a solution.
A side-by-side comparison chart reinforces transparency and trust.
Messaging stays concise for both skimmers and deep readers.
FEEDBACK + ITERATION
A redesigned homepage focused on trust and clarity.
A dedicated partnership page explaining the Growth model in a transparent, physician-first way.
CONCLUSION + LESSONS LEARNED
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 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.
FINAL DESIGN