Work / Project Details
C4 Imaging
Overview
C4 Imaging creates advanced MRI markers for image-guided cancer therapy. Their website needed to communicate complex medical technology clearly, build credibility with hospitals and doctors, and outperform competitors like Gold Anchor.
The project aimed to combine user-focused design with data-driven insights, ensuring the website not only looked professional but converted effectively and supported business goals.
Role & Duration
User Research, Interaction, Visual design, Prototyping & WordPress Dev
6 Months – October 2025
KPI Improvements
The Problem
User Experience
The existing website was outdated, difficult to navigate, and did not clearly explain the products or their benefits.
- Users struggled to find relevant product information quickly
- Visual hierarchy and IA were inefficient
- Accessibility and usability issues reduced engagement
- The board was hesitant to approve a rebuild without clear evidence of impact
First Impressions & Insights
Analysis of the C4 website revealed:
- Inefficient information architecture
- Lack of user-friendliness
- Violations of visual proximity principles
- Inaccessible color choices
- Weak SEO practices and meta descriptions
Competitive analysis vs Gold Anchor showed that C4’s visual language and IA were behind industry standards, highlighting the need for a redesign.
Before & After
Strategy & Approach
Understanding the Market
- Why: Understand user needs and first impressions
- How: Research competitors, analyze content, and improve IA
- What: Design a website that clearly communicates C4’s technology, builds trust, and guides users toward action
Improving IA
The design direction focused on modernizing the website while improving clarity and long-term scalability. The updated interface uses softer rounded elements and a cleaner layout to reflect a more current 2026 web standard, helping the brand feel more advanced and trustworthy. Typography played a major role in this approach, so the type system was built around Inter to maximize readability across both desktop and mobile while keeping the design scalable for future content. The layout also prioritizes strong branding with intentional white space, allowing key information to stand out without overwhelming the user. Rather than overloading pages with technical details, the main content is structured to stay clear and easy to scan, while more in-depth information is available through longer resources and the document library for users who want to explore further.
Wireframes &
Conceptual Design
- Homepage layout prioritizes clarity and first impressions
- Product pages redesigned for scan-friendly information hierarchy
- Navigation simplified to reduce cognitive load
- Content structured for readability and trust
Visual Design
Creating Trust & Intrigue
- Clean, professional typography
- Clinical, trustworthy color palette
- Increased white space for readability
- Accessible contrast and improved usability
The Solution
The redesigned website provides:
- Clear, concise product messaging
- Simplified navigation for doctors and hospital staff
- Modern, professional visual identity
- Scalable content structure for future products
Impact
Real Numbers Real Results
- Demonstrated measurable business value of UX
- Strengthened competitive positioning vs Gold Anchor
- Improved clarity, trust, and accessibility
- Set foundation for future website performance and KPIs
What I Learned
- Designing for real business impact requires data + UX
- Simplifying technical medical information for diverse users
- Benchmarking competitors to guide strategy
- Linking design decisions to measurable ROI
