PDS Redesign Case Study
The Challenge: Philippine Dermatological Society wanted to grow membership and improve credibility, but their homepage wasn't converting visitors. Navigation was cluttered, CTAs were invisible, and key information was buried—making it hard for dermatologists to join or patients to find experts.
Year
2025
Services
UI/UX Design
Client
Go Virtual PH
/ Concept
My Approach: I audited the existing homepage to identify friction points, then restructured the page around two primary user goals: dermatologists joining the society and patients finding trusted resources.
The redesign focused on clear CTAs, simplified navigation, and building professional trust through clean visuals.
/ Design
I tackled PDS’s biggest hurdles with focused design fixes:
Membership CTAs were easy to miss. I added a bold hero section with a prominent 'Join the DermAuthority' button above the fold.
Navigation had 8+ top-level items competing for attention. I consolidated them into 4 clear categories and moved secondary links to the footer.
Critical content (membership benefits, event calendar, expert directory) was buried 3+ clicks deep. I reorganized the IA to surface these within 1-2 clicks.
Event banners used inconsistent styles and got lost in the page. I redesigned them as scannable card modules with clear headlines, dates, and CTAs.
/ Result
Clearer user pathways: Membership sign-up now starts from a visible hero CTA instead of a buried footer link.
Reduced navigation complexity: Menu items trimmed from 8 to 4 core categories, making the site easier to scan.
Improved event visibility: Event cards now use consistent design language and are featured prominently on the homepage.
Professional, trust-building design: Clean layout and accessible color contrast position PDS as a credible medical authority.
Fully responsive: Optimized for desktop, tablet, and mobile to reach dermatologists and patients across devices.
PDS Redesign Case Study
The Challenge: Philippine Dermatological Society wanted to grow membership and improve credibility, but their homepage wasn't converting visitors. Navigation was cluttered, CTAs were invisible, and key information was buried—making it hard for dermatologists to join or patients to find experts.
Year
2025
Services
UI/UX Design
Client
Go Virtual PH
/ Concept
My Approach: I audited the existing homepage to identify friction points, then restructured the page around two primary user goals: dermatologists joining the society and patients finding trusted resources.
The redesign focused on clear CTAs, simplified navigation, and building professional trust through clean visuals.
/ Design
I tackled PDS’s biggest hurdles with focused design fixes:
Membership CTAs were easy to miss. I added a bold hero section with a prominent 'Join the DermAuthority' button above the fold.
Navigation had 8+ top-level items competing for attention. I consolidated them into 4 clear categories and moved secondary links to the footer.
Critical content (membership benefits, event calendar, expert directory) was buried 3+ clicks deep. I reorganized the IA to surface these within 1-2 clicks.
Event banners used inconsistent styles and got lost in the page. I redesigned them as scannable card modules with clear headlines, dates, and CTAs.
/ Result
Clearer user pathways: Membership sign-up now starts from a visible hero CTA instead of a buried footer link.
Reduced navigation complexity: Menu items trimmed from 8 to 4 core categories, making the site easier to scan.
Improved event visibility: Event cards now use consistent design language and are featured prominently on the homepage.
Professional, trust-building design: Clean layout and accessible color contrast position PDS as a credible medical authority.
Fully responsive: Optimized for desktop, tablet, and mobile to reach dermatologists and patients across devices.
PDS Redesign Case Study
The Challenge: Philippine Dermatological Society wanted to grow membership and improve credibility, but their homepage wasn't converting visitors. Navigation was cluttered, CTAs were invisible, and key information was buried—making it hard for dermatologists to join or patients to find experts.
Year
2025
Services
UI/UX Design
Client
Go Virtual PH
/ Concept
My Approach: I audited the existing homepage to identify friction points, then restructured the page around two primary user goals: dermatologists joining the society and patients finding trusted resources.
The redesign focused on clear CTAs, simplified navigation, and building professional trust through clean visuals.
/ Design
I tackled PDS’s biggest hurdles with focused design fixes:
Membership CTAs were easy to miss. I added a bold hero section with a prominent 'Join the DermAuthority' button above the fold.
Navigation had 8+ top-level items competing for attention. I consolidated them into 4 clear categories and moved secondary links to the footer.
Critical content (membership benefits, event calendar, expert directory) was buried 3+ clicks deep. I reorganized the IA to surface these within 1-2 clicks.
Event banners used inconsistent styles and got lost in the page. I redesigned them as scannable card modules with clear headlines, dates, and CTAs.
/ Result
Clearer user pathways: Membership sign-up now starts from a visible hero CTA instead of a buried footer link.
Reduced navigation complexity: Menu items trimmed from 8 to 4 core categories, making the site easier to scan.
Improved event visibility: Event cards now use consistent design language and are featured prominently on the homepage.
Professional, trust-building design: Clean layout and accessible color contrast position PDS as a credible medical authority.
Fully responsive: Optimized for desktop, tablet, and mobile to reach dermatologists and patients across devices.