VRMNY
One-Liner
The largest, leading retina practice in the New York Metropolitan area.
Client Summary
VRMNY is a leading, NYC-based retina practice known for their team of world-renowned physicians, groundbreaking research and cutting-edge diagnostics.
The Project
VRMNY is the largest, leading retina practice in the New York Metropolitan area, with locations spanning Manhattan, Brooklyn and Westchester. The retina practice is known for their exceptional team of physicians, empathetic client care, and groundbreaking academic research.
Our team was approached by VRMNY for a website design, custom medical animation, and original design assets. Their existing website had been created years ago, and featured primarily text, without built-in responsivity.
To achieve VRMNY’s goals, our objectives were to craft a brand-new website that would reflect the practice’s brand, engage audiences, and serve as a lasting foundation for future marketing efforts.
The Process
Alignment of purpose between teams
Understanding VRMNY’s story was key to establishing a project roadmap for our respective teams. In our conversations together, we agreed on a set of guiding goals.
First, the practice wanted to communicate the their world-class standing and brand. Secondly, they wanted the site to serve as an effective calling card, one that drew and connected potential patients to the practice. Because their audiences were older, it was crucial that the site be easy and intuitive to navigate.
Lastly, VRMNY wanted the site to speak to two separate audiences: patients, as well as medical professionals and students.
With these shared goals in mind, we embarked on our project.
Transformation, from wireframe to reality
Using a new site map that streamlined much of VRMNY’s previous content, we wireframed a set of key page templates. Each page type featured a unique design related to its purpose, with a focus on intuitive navigation and layout.
Next, we translated the wireframes into visual designs, committing to a modern color scheme of teal, silver, dark gray and white. Finally, the designs were developed into a visually engaging, responsive website. All the while, we engaged in continual conversation with the VRMNY team, checking in to make sure we remained aligned in our vision.
Our custom animation and icon set also underwent the same cycles of creative design, thoughtful listening, and deliberate iteration.
The Solution
Compelling and engaging design
VRMNY wanted to capture and engage potential patients who could benefit from dedicated care, treatment and education.
Using a higher-contrast color scheme of teal, dark gray and white, we designed a website that would be intuitive to navigate, especially for older audiences. A text size toggle option was included in the top-right corner of the site for increased accessibility.
The landing page featured key items such as a slideshow, VRMNY’s major qualities, locations, and supported insurance providers — all essential knowledge to a first-time visitor.
Responsivity was woven in from the beginning of development, a vital feature for audiences viewing the site on a range of devices. Overall, the design was engaging and clear, while reflecting the brand’s professionalism.
Smart, effective call-to-actions
Each site section was distinguished by a clear purpose and call-to-action.
For example, the “About Us” section featured a vibrant gallery of physicians’ profiles, for visitors looking to gain a better understanding of the faces behind VRMNY. The “Education” section featured our custom eye animation, as well as educational articles, for patients seeking insight into the most common eye conditions.
The most important objective, across the site, was encouraging patients to make an appointment or reach out to the practice. We included a contact call-to-action strategically throughout key site pages and areas, including in the top header, where it couldn’t be missed.
Branded, custom animation and icons
VRMNY requested unique design assets for patient education that would distinguish their website from competitors in their industry.
Our team created a quick, modern animation that identified each part of the eye, one that could be used for the site, and repurposed elsewhere for educational presentations.
The animation was designed in an easy-to-understand visual style, perfect for patients with a beginners’ understanding of eye anatomy. We included branding with the website URL, which associated the educational animation with VRMNY no matter where the animation was viewed.
Lastly, we created a set of visually-engaging icons for each featured eye condition. These large, custom icons made it easier to identify conditions, and doubled as easy links for educational articles.
The Result
The revamped website effectively helped VRMNY reach more patients. In the following months after launch, our client team reported a notable increase in direct outreach and appointments via the website.
With their site’s newly-refined clarity of purpose, intuitive experience and impactful call-to-actions, VRMNY was able to successfully connect with more patients, who could be provided with crucial medical treatment and care.
