The Gerber Medical Hub website is designed to inform healthcare professionals about Gerber products and other pediatric topics. UX Team started the project with a visioning session to establish the goals and direction for the redesign. Keeping those goals in mind, we created wireframes for several key pages and converted those wireframes to full-color mockups. We then worked with Nestle’s development team to implement the new design in Drupal, which they chose as their content management platform. Now that the site is live, we continue to maintain, update and improve the website.
Services
User research, UX audit, UX support
Shift content focus
Gerber Medical Hub was originially intended to inform healthcare professionals about Gerber’s infant formulas. However, Gerber no longer sells infant formula, so, we redesigned the site to emphasize Gerber’s other products as well as tools and resources for healthcare professionals.
Make wayfinding easier
Introduce multiple avenues of exploring content to make content browsing feel easy and intuitive.
Optimize website conversions
Enhance user engagement by encouraging interactions with newsletter signups, PDF downloads, webinars, and podcasts.
Purpose of our research
Studies
Healthcare professionals need to find the information they are looking for quickly.
For the redesign, we incorporated a blog-style format to improve functionality and usability. Side navigation for the topics and article tags allows users to filter content quickly by the topic they are interested in.
Focusing on the nutritional aspects of food is essential to healthcare professionals and Gerber.
New product pages highlight key nutrition details, show real foods to emphasize quality ingredients, and provide supporting evidence-based information.
Our team not only developed and implemented the Gerber Medical Hub redesign but also established a foundation for its ongoing success. Using Drupal, Nestlé’s chosen content management platform, we transformed wireframes and mockups into a responsive, accessible, and high-performing website.
Post-launch, we have remained actively involved, providing continuous development support. This includes routine maintenance, feature updates, and performance enhancements to ensure the site evolves alongside user needs and industry standards. Additionally, we keep the site updated with valuable information tailored for healthcare professionals, reinforcing its role as a trusted resource in pediatric care.
Three months after the Gerber Medical Hub’s redesigned website went live in the fourth quarter of 2023, we witnessed a significant increase in site traffic and user engagement.
40%
Increase in new users
38%
Increase in total users
30%
Increase in sessions
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