Building a Patient-First Digestive Health Brand Rooted in Trust and Expertise

We partnered with GI Partners to enhance their digital presence and improve gastroenterology care communication across multiple locations. The goal was to convey clinical excellence and patient trust through a clear, scalable digital experience for both patients and providers.

[ THE CHALLENGE ]

Communicating Medical Expertise Without Losing Human Connection

GI Partners of Illinois delivers advanced, physician-led digestive care across multiple practices and locations. However, the existing digital experience struggled to clearly communicate scale, specialization, and trust while remaining approachable for patients navigating sensitive health concerns.

[ DESIGN APPROACH ]

Clarity, Credibility, and Care Continuity

The experience was structured around how patients actually think and feel when seeking GI care. We prioritized clarity over complexity, guiding users from symptoms and services to physicians, locations, and next steps with minimal friction.

[ OBJECTIVES ]

Key Areas We Set Out to Improve

A focused set of goals to strengthen brand perception and usability:

Position GI Partners as a trusted, physician-led GI network

Clearly communicate specialized services and procedures

Improve patient navigation across locations and providers

Support long-term growth and digital scalability

Clear content hierarchy for medical services

Reinforce credibility through structure, tone, and consistency

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[ ELEMENTS & DESIGN SYSTEM ]

A System Designed for Healthcare Trust

The design system introduced consistency across typography, color, layouts, and components—ensuring reliability and familiarity for patients. Clean interfaces and reusable patterns allow medical content to scale without visual noise, supporting both clarity and compliance.

[ UI DESIGN ]

Designing for Confidence, Comfort, and Ease

The UI framework focuses on calm, structured layouts that reduce cognitive load—especially important in healthcare contexts. Predictable navigation, readable typography, and strong visual hierarchy help patients quickly find the care they need, while reinforcing professionalism and trust.