Case Study. The website redesign for Newpage Solutions
March 21, 2025
Inha Tolochenko, Kateryna Kotelnykova
8 min
In this case study, we show how Obriy Design Büro helped Newpage Solutions improve their website to better showcase their expertise in healthcare and biotech. By making the site. Through strategic UX/UI design, we improved user interface, user engagement, readability, and brand alignment, driving measurable business results.
Timeline: 4 months
Service: web design, branding
Activities: research, user journey, UX design, UI design, design system, branding
Country: USA, India
Industry: Healthtech
Company size: 51-200
Live website: https://newpage.io
Newpage Solutions is a leading company specializing in healthcare and biotech, leveraging advanced technologies such as artificial intelligence and machine learning. Their expertise spans companion apps, chronic disease management, bioinformatics, and data-driven augmented intelligence solutions. The company approached us with a need to redesign their website to better align with their AI-focused positioning, simplify content, and increase conversions.
Our task was to redesign a website to achieve effective communication about their technological expertise while ensuring clarity, usability, and engagement.
Throughout the project, we identified several key challenges:
– Complex & overwhelming content – the original website contained dense that was difficult for users to scan and comprehend.
– Lack of a strong visual hierarchy – pale accent colors and weak contrast made it hard for users to focus on essential elements.
– Unclear interactive elements – buttons and clickable areas lacked distinction, leading to usability issues.
– Generic & inconsistent imagery – the use of stock-like visuals failed to showcase Newpage’s unique solutions.
– Inadequate product representation – the project pages did not effectively illustrate their software’s capabilities.
– Navigation & accessibility issues – the previous structure made it difficult for users to find relevant information efficiently.
To overcome these challenges, we adopted a structured, problem-solving design approach.
This phase was crucial to align the new website with Newpage’s business objectives and user needs.
We conducted:
✔ Market & Competitor Research – identified industry trends, competitor strategies, and opportunities for differentiation.
✔ User & Business Analysis – defined core user personas and their specific needs.
✔ Content Audit & Simplification – restructured and prioritized key messaging for clarity and impact.
✔ Visual Direction & Strategy – developed a strategic design approach that balances innovation with usability.
By the end of this phase, we had a clear roadmap for an AI-driven website that enhanced engagement while maintaining a strong corporate presence.
With a well-defined strategy, we focused on optimizing user experience:
✔ User journey mapping – ensured intuitive navigation and logical content flow.
✔ Sitemap development – organized all pages into a structured hierarchy.
✔ Wireframing & prototyping – Created low-fidelity wireframes to establish layouts before moving to high-fidelity designs.
Our design decisions were driven by the need for both aesthetic appeal, usability and business metrics:
✔ Stronger visual identity – we refined Newpage’s branding, updating colors, typography, and UI components to create a more modern, cohesive look.
✔ Custom illustrations & engaging imagery – replaced generic visuals with tailored illustrations and AI-inspired graphics.
✔ Improved readability & content hierarchy – structured text with clear headings, engaging typography, and strategic whitespace for enhanced readability.
✔ Interactive elements & micro-interactions – designed intuitive buttons and dynamic elements to guide users seamlessly.
✔ Fully responsive design – ensuring optimal performance across devices and screen sizes.
The redesigned Newpage Solutions website successfully addresses the initial challenges while elevating Newpage’s online presence. Key improvements include:
✔ Improved User Engagement – Clearer navigation and structured content made information more accessible.
✔ Enhanced Visual Identity – The refined design better communicates Newpage’s expertise in AI and biotech.
✔ Higher Conversion Potential – Thoughtful CTA placements and interactive elements drive user actions.
✔ Better Content Presentation – Simplified messaging and structured layouts make complex information digestible.
✔ Seamless User Experience – Responsive, well-organized design ensures accessibility for all users.
The redesign led to a significant improvement in user engagement. The bounce rate dropped from 80% to 40%, while the average session length increased to 107 seconds, indicating that users spent more time exploring the website.
Beyond these metrics, navigation became more intuitive, leading to a smoother user experience. More users engaged with key sections of the site, increasing the average time on site by 65%. Additionally, the optimized design contributed to faster load times, improving retention across both desktop and mobile users.
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Our design expertise led to a corporate website that not only met the client's needs but also tackled key design challenges with a strategic approach. We transformed the site into a valuable business asset, clearly showcasing their vision and capabilities.
This project underscores our belief that design is not just about aesthetics, but about solving problems. It’s about helping businesses communicate their strengths through impactful design solutions. Thoughtful UX/UI decisions drive tangible business results, making design a crucial investment for growth.
At Obriy Design Büro, we create UX/UI design that drive results for our clients. Our design solutions are strategically built to increase conversions, enhance engagement, and boost user retention. With years of experience, we create websites, applications and brandings that resonate with your target audience. From the initial concept to the final launch, we ensure that every aspect of our collaboration is transparent and executed to the highest standard.
Ready to turn your website, application, or brand identity into a powerful business tool? Reach out today to get started
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