I designed and built the public‑facing website for ENTER, an AI‑powered Revenue Cycle Management platform.
My goal was to translate an extremely complex, technical product into a clear and confident narrative that healthcare leaders, clinicians, and revenue teams can understand at a glance.
The website redesign improved bounce rate by 5.7 percentage points (to 36%) and supported ~2x growth in monthly sessions, attracting 98K unique visitors since launch
Redesigned from the ground up
The team wasn’t happy with the existing art direction and wanted something radically different. These 3 slides set the tone for the new ENTER brand direction. The idea that healthcare providers use iPhones and drive BMWs and expect the same luxury from their digital tools resonated strongly with the team
The ENTER logo was one of those times where the first idea just hit and we never looked back. Based on the symbol for the enter key, it feels so obvious yet unique to us. 2 things I kept from the old brand were the primary blue color and the typeface: Calibre by Kilm Type Foundry. I crafted the logo to feel like it belongs with the Calibre typeface.
Strong variables, loosely held
As projects get more complex, design systems have a way of getting out of hand. It took a few rounds of refactoring, but I came up with a robust system that has kept the site consistent. Having all the elements of the site working off the same variables, styles and components has made it easier to maintain and allowed for a dark mode toggle that just works on every page.
