Conviva
Humana, the owners of the Conviva Senior Primary Care business, asked our team to research, design, and develop a complete mobile redesign in order to modernize and update their existing experience.
Deliverables: Creative Direction, UI/UX Designs, Interaction Design
Service
Branding & Mobile Site Redesign
Client
Humana / Conviva Senior Primary Care
Year
2025
Role
Experience Designer
Problem Space
Conviva Senior Primary Care is a growing healthcare provider in the southern U.S., serving seniors aged 65 and older through a network of primary care offices across Florida. They identified that their existing mobile and website experiences were outdated and not meeting the needs of their senior audience. This limited users' ability to explore services online and led to low conversion rates for actions like scheduling appointments. The goal of the redesign was to create a more intuitive, accessible, and engaging digital experience that encourages exploration and improves conversions.
Solution
The primary ask for this project was a mobile-optimized experience that felt visually stunning and modern, while also reducing the length of pages, minimizing text, and limiting excessive scrolling to better suit senior users. We kicked off the design process with moodboards, visual exploration, and competitive analysis to align on a refreshed aesthetic and user-friendly structure. From there, we moved quickly into high-fidelity wireframes and interactive prototypes, working closely with development throughout to ensure feasibility and consistency. The MVP focused on redesigning key areas of the site, including the homepage, "Become a Patient" page, and multiple resource pages featuring blogs and webinars.
Constraints
This project came with several key constraints that shaped our approach from the start. We were working under a tight timeline, which required quick decision-making and efficient collaboration across teams. Additionally, we had to adhere closely to existing brand guidelines, with limited flexibility due to client resistance to major visual or structural changes. Designing for a senior audience added another layer of complexity, requiring careful attention to accessibility, readability, and simplified navigation to ensure the final product was both user-friendly and aligned with the needs of users aged 65 and older.
step 1: Research & competitive Analysis
Our first step in the design process was a deep dive into understanding our target users—seniors aged 65 and older. We focused on identifying their digital habits, common accessibility needs, and challenges they may face when navigating mobile and web interfaces. Notably, we found that 91% of older adults now own a smartphone and regularly browse websites on mobile, reinforcing the importance of a mobile-first approach. This user analysis informed key design decisions such as using larger text sizes, high-contrast visuals, simplified navigation, and minimizing cognitive load to create an experience that felt intuitive, comfortable, and empowering for an older audience.
In parallel, we conducted a competitive analysis of other healthcare websites and mobile experiences to identify industry best practices and uncover areas where Conviva could differentiate itself. This research helped us understand how leading brands approach design for clarity, accessibility, and engagement, which informed our own strategy. We examined a range of competitors including Hairskin, One Medical, Beaujour, Lasik Vision, and others to gather inspiration and benchmark effective user experiences. This market awareness, combined with our user insights, ensured our design decisions were both strategic and user-centered.
Step 2: exploration
The second step in our process was exploration, where we focused on understanding how to elevate the digital experience while staying within the boundaries of Conviva’s established brand guidelines and existing information architecture. Knowing that major structural or visual changes were off the table, we looked for opportunities to modernize and enhance the design within those constraints. We created moodboards to explore visual direction—experimenting with color treatments, typography, imagery, and layout styles—to find a balance between a fresh, modern aesthetic and the brand’s familiar look and feel. This phase helped align our vision with the client and set a clear creative direction for the rest of the project.
Guiding principles
Every effective design concept is rooted in a set of guiding principles that shape its structure and user experience. Guiding principles ensure every decision is purposeful, consistent, and user-centered. They shape seamless, mobile-first experiences that align with business strategy, user needs, and brand identity. We developed four guiding principles based off our research and exploration.
STep 3: High fidelity concepts
In step three, we brought together our user research, guiding design principles, and visual exploration to begin crafting the experience. Using the insights we gathered, we created two high-fidelity design concepts for the most critical screens on the site: the Homepage and the Become a Patient page. These concepts allowed us to explore different ways to balance clarity, visual appeal, and accessibility—while still aligning with Conviva’s brand and user needs. Each version was designed to spark discussion, highlight key interaction patterns, and help the team evaluate which direction best supported both user engagement and business goals. We also created a introductory style guide for each concept that required minimal changes from the original brand guide.
Concept ONe
Concept two
Step 4: iteration
In step four, we moved into iteration based on the client’s feedback from the initial two concepts. While they preferred the overall structure and clarity of Concept One, they requested that we incorporate select visual elements from Concept Two to enhance the design. The client emphasized the importance of avoiding overly modern features—such as auto-playing videos—due to concerns about page loading times and potential confusion for older users. They also expressed a clear preference for a static, more traditional navigation bar, which they felt would be easier for seniors to understand, instead of the floating nav used in one of the concepts. However, they were enthusiastic about the modern, immersive feel of the full-bleed homepage image, which we retained and refined as part of the final direction.
We also designed the navigation bar to switch from the blur/bleed effect to be a solid white background once the users scroll to keep it accessible at all times
Desktop integration
As we progressed with the mobile-first design approach, it became clear that we also needed to create new desktop designs to ensure consistency across devices. While the client’s primary focus was on improving the mobile experience, we recognized that many users—especially in the senior demographic—still toggle between mobile and desktop depending on comfort and context. To avoid a disjointed experience, we extended the visual and structural updates from mobile to desktop, maintaining design cohesion in layout, branding, and functionality. This ensured a seamless and familiar experience for users, regardless of which device they were using to interact with the site.
STep 5: MVP and dev handoff
For the final step, we delivered the MVP, which included redesigned versions of the Homepage, the Become a Patient page, and the Resources section featuring blog articles and webinars. These pages were carefully crafted to reflect the new mobile-first design direction while maintaining accessibility and consistency across devices. Once finalized, we prepared all design assets, specifications, and documentation for a smooth handoff to the development team, ensuring the optimized website could go live by the end of the year. While the MVP marks a major milestone, the work is ongoing—we’ll continue to collaborate with Conviva to refine and optimize additional pages and sections of the site based on user feedback and evolving business needs.
final screens for mvp
Conclusion
Despite the client’s initial resistance to drastic changes, we were able to successfully achieve the core business goals by thoughtfully modernizing and optimizing the website within the given constraints. Through careful design decisions and continuous collaboration, we improved the user experience, enhanced mobile usability, and created a more engaging, accessible platform for Conviva’s senior audience. This project also marked a significant milestone in my growth as a designer—working on a large-scale, real-world product taught me how to balance user needs, client expectations, and technical limitations while still delivering meaningful results. As the work continues, I’m excited to keep refining the experience and building on the strong foundation we’ve created. Check out the interactive prototypes while we wait for the new website experience to launch towards the end of 2025!