One Platform, Three Clinical Audiences

Snapshot

Client / Fresenius Kabi USA provides medicines, clinical nutrition, and medical technologies for infusion, transfusion, and hospital care. Part of a global network with 85 state-of-the-art manufacturing plants and R&D centers, the company builds on more than 100 years of experience supplying healthcare providers with essential, life-saving therapies.

Company / Multiple, Inc

Focus / Digital Platform Redesign

Role / Experience and Design Lead

Team / 4 people split across design and engineering

Timeline / 6 months to launch

Impact / +114% total sessions, +784% search traffic, +246% referral traffic

The redesign needed to move Simplist from one generic message to a site that spoke to pharmacists, nurses, and anesthesiologists on their own terms.

Where We Started

Simplist® is a prefilled syringe that comes ready to use, no prep or measuring required, which cuts down on dosing errors. But the website wasn't reaching the clinicians it was built for.

The safety and value messaging got lost, and the site itself was hard to use, so people couldn't find what they needed when it mattered.

What Stood in
the Way

The clinical environment meant every decision carried higher stakes:

A highly regulated environment.
Every content and design decision went through rigorous legal and compliance review.
Three distinct clinical audiences.
Nurses, pharmacists, and anesthesiologists each had different workflows, expertise, and needs.
Marketing and clinical integrity.
Business goals had to align with clinical accuracy; trust depended on getting both right.
Complexity, simplified without being dumbed down.
Safety and usage details needed to be clear and digestible without losing the clinical weight they carried.

My Strategy

Getting to the right design meant starting with the people using it. I ran stakeholder interviews and workshops with pharmacy, nursing, and anesthesia to understand what each group actually needed, then presented multiple approaches rather than settling on one direction, testing with clinicians and stakeholders along the way. Here's what came out of it:

Built around the audience.
Pharmacy focused on diversion deterrence and inventory standardization; nursing cared about eliminating prep steps and reducing waste; anesthesia needed speed and consistent dosing in the OR. I structured content and pathways around those real differences, not a one-size-fits-all message.
Led with safety.
Positioned Simplist® around safety, simplicity, and confidence in medication delivery, ahead of any marketing angle.
Built to scale.
Reusable templates and components kept things consistent now and ready for what came next.
Compliance built in.
Legal and compliance review was part of the workflow from day one, so things could move fast without sacrificing accuracy.

"How do you make my job easier?"

Every audience was really asking some version of this question and each one needed a different answer: less risk for pharmacy, less prep for nursing, more speed for anesthesia.

What I Owned

As the Experience and Design Lead, I stayed hands-on throughout, while working closely with engineering and clinical stakeholders. My work included:

Owned the process end to end.
Led design from research through wireframing and final delivery.
Designed inside real constraints.
Built detailed wireframes that worked within strict regulatory requirements.
Kept everyone aligned.
Kept design, content, legal, and client stakeholders on the same page throughout.
Made the complex clear.
Took dense medical and product information and turned it into something clinicians could actually use.

The Impact

The original site was hard to find, harder to search, and rarely used once people got there, which is exactly why these numbers moved as much as they did:

+114% total sessions
+784% search traffic
+246% referral traffic
+23% average session time

What I'm proudest of: this wasn't just a traffic win. It meant more clinicians finding clear, trustworthy information at the exact moment they needed to make a call about patient care.

What I'd Do Differently

Looking back, three things would have made this smoother:

Tighter review cycles with the client.
The client had a hard time landing on approvals and wanted to keep noodling on concepts and content indefinitely. We had to hold firm on deadlines and a set number of review sessions to keep the project moving.
ISI requirements upfront.
The first Important Safety Information (ISI) design got rejected, and the compliant version ended up taking up most of the screen, especially on mobile. Nailing down those requirements before design started would have opened up more room to find something that worked for both users and legal.
Tighter coordination with launch timing.
New syringes kept coming to market and pushing back launch timing. Being more strategic about which products launched first, and when, would have made the site more valuable from day one instead of playing catch-up.

Discovery & Wireframe Highlights

The legacy site lacked clear, audience-specific messaging and failed to provide sufficient product, safety, and regulatory information, making it difficult for clinical users to find what they needed. It also underrepresented the brand’s expertise and offered fragmented resources, limiting trust and overall usability.