Fresenius Kabi: Simplist® Portfolio Redesign
Client Description
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.
Project Overview
Simplist® is a ready-to-administer prefilled syringe line designed to actively reduce preparation and administration errors. By acquiring the Simplist portfolio and manufacturing site, Fresenius Kabi USA delivers injectable medications in user-friendly, ready-to-administer systems.
The enhanced digital platform drives engagement with nurses, anesthesiologists, and pharmacists through clear, targeted messaging that emphasizes safety, simplicity, and confidence.
Impact At-A-Glance
Total sessions increased 114%
Search traffic grew 784%
Referral traffic rose 246%
Average session time improved 23%
Project Type
Digital Platform Redesign
Role
Designer, Researcher, Design Lead
Company
Multiple, Inc
Problem Statement
The existing website failed to effectively engage its three primary audiences (Nurses, Pharmacists, and Anesthesiologists) because it lacked tailored content, clear messaging, and intuitive user experiences. As a result, it did not deliver meaningful value, leaving critical stakeholders without the information and support they need to make confident decisions at the point of care.
Project Goal
The goal is to position Simplist® as a trusted partner in quality healthcare and a leader in safe injectable medication practices. The website will play a central role by reinforcing the brand message, demonstrating the commitment to safety, and helping reduce preparation and administration errors through clear, evidence-based communication.
Discovery
In order to strategize the brand evolution I synthesized data and research from customer interviews and client workshops. How do we position Simplist®?
Key focus areas to optimize from the existing website: Build a scalable, multi-page site with clear messaging for all audiences; expand product and packaging information; highlight safety and controlled substance guidance; showcase Fresenius Kabi’s history and manufacturing process; address Opioid Stewardship; and provide a dedicated resources section.
Key insights from a client working session.
Visual direction
Visual sitemap
Wireframes
Developed detailed wireframes that balanced user experience with regulatory requirements. Each design underwent thorough legal and compliance review to ensure accuracy, accessibility, and adherence to industry standards, demonstrating how thoughtful planning can align creativity with risk management.
Homepage
Homepage updated to feature Important Safety Information (ISI) prominently within the product line of sight.
Audience specific content
About pages
Product portfolio PLP and PDP
The Impact
Post-launch, total sessions increased 114%, search traffic grew 784%, referral traffic rose 246%, and average session time improved 23%, demonstrating stronger visibility and deeper engagement. The client praised the results, reinforcing trust in the partnership, while the success also opened new business opportunities with additional Fresenius Kabi marketing departments.