Diabeter: Digital Platform Strategy & Website Redesign

Context

Diabeter, a specialised diabetes care provider within the Medtronic ecosystem, set out to redesign its digital platform to better support patients, families and healthcare professionals. Over time, the existing website had grown into a large and complex information environment, containing medical information, educational resources and organisational services that had become increasingly difficult to navigate.

The goal of the project was to transform the website into a clear, structured and user-centred platform that could serve as a central entry point for diabetes education, patient onboarding and professional collaboration. At the same time, the redesign aimed to establish a scalable digital foundation that could support the organisation’s broader digital ecosystem and future services.

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My Role

Lead Consultant at PixleLab.

I led the project independently and was responsible for the overall experience strategy, research, information architecture and UX concept development. The work was conducted in close collaboration with the Diabeter team and involved regular exchanges with medical professionals, internal stakeholders and service owners.

My role included analysing the existing digital landscape, defining user needs, designing the future platform structure and developing the conceptual and structural foundations for the redesigned digital experience. The strategic and UX work also informed the visual design direction that was later further developed together with an external branding agency.

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Approach

The project followed a structured experience strategy process that combined research, analysis and concept development to create a validated foundation for the platform redesign.

The work began with an expert review of the existing website, analysing usability, navigation and structural issues that affected the clarity of the user experience. This was complemented by a full sitemap analysis and a comprehensive content inventory, allowing a detailed understanding of how information, services and page types were currently structured.

Beyond the website itself, the broader Diabeter digital ecosystem was analysed, including related services such as research platforms, applications and patient-related services. This helped identify how users interact with different digital touchpoints across the organisation.

To identify best practices in digital healthcare experiences, an international benchmark analysis was conducted, examining leading medical and hospital platforms such as Karolinska, Johns Hopkins and Mass General.

Based on these insights, key user groups and journeys were defined, focusing on patients, families and healthcare professionals seeking information and services related to diabetes care. These journeys informed the design of a simplified information architecture and a scalable platform structure.

The concept was then translated into modular page structures, structural wireframes and experience flows that illustrated how users would navigate the future platform. In addition, a visual experience direction was defined to guide the later design phase and ensure that the platform communicated medical information in a clear and accessible way.

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Key Contributions

• Conducted an expert UX review of the existing website to identify usability and structural issues

• Created a full as-is sitemap analysis to understand the current information architecture

• Developed a comprehensive content inventory analysing page types, navigation patterns and interaction structures

• Mapped the broader Diabeter digital ecosystem, including related platforms and services

• Conducted an international benchmark analysis of leading healthcare platforms

• Defined key user groups and user journeys across patient and professional contexts

• Designed a simplified information architecture and platform structure for the future website

• Developed a modular page type system to support scalable content structures

• Created structural wireframes and experience flows for the redesigned platform

• Defined the visual experience direction, outlining principles for layout, hierarchy and content presentation

• Provided the conceptual design foundation for the subsequent visual design phase

• Facilitated alignment between medical stakeholders, internal teams and design partners

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Impact

The project established a clear strategic and structural foundation for the redesign of Diabeter’s digital platform. By simplifying the information architecture and prioritising key user journeys, the work helped transform a complex healthcare information environment into a clearer and more accessible digital experience.

The resulting platform concept provided a validated experience framework that supported the following design and development phases. It aligned patient needs, medical information and organisational services into a coherent digital structure, enabling the organisation to build a more scalable and user-centred platform.

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Skills Demonstrated

• Experience Strategy

• UX Strategy

• Information Architecture

• Content Strategy

• UX Research

• Healthcare Experience Design

• Digital Ecosystem Analysis

• Customer Journey Mapping

• Benchmark Analysis

• Visual Experience Direction

• Wireframing

• Interaction Design

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