Jarek Gąska - Product Designer

How I led Incision's website redesign as the new hire

Timeline

2024 - 2025

Live preview

Role

Project Manager, Product Designer, Graphic Designer, Copywriter, Framer Trainer

The Challenge

Upon joining Incision, I was impressed by the compelling data and testimonials demonstrating the success of the Incision Assist App in real hospital settings. However, I quickly noticed a disconnect—none of this evidence was reflected on the company website.

Outdated design

Lacked modern aesthetics and brand alignment.

Outdated design

Lacked modern aesthetics and brand alignment.

Outdated design

Lacked modern aesthetics and brand alignment.

Poor mobile responsiveness

Created a subpar user experience.

Poor mobile responsiveness

Created a subpar user experience.

Poor mobile responsiveness

Created a subpar user experience.

Dependence on external developers

Every content update required coordination with the Egyptian dev team, leading to delays.

Dependence on external developers

Every content update required coordination with the Egyptian dev team, leading to delays.

Dependence on external developers

Every content update required coordination with the Egyptian dev team, leading to delays.

Unclear messaging

Visitors struggled to understand Incision’s value proposition.

Unclear messaging

Visitors struggled to understand Incision’s value proposition.

Unclear messaging

Visitors struggled to understand Incision’s value proposition.

A redesign was necessary to better represent the company’s innovation and streamline content management.

The Pitch

Recognizing the opportunity for improvement, I approached CMO with a plan to modernize the website. The CMO supported the initiative, and I was tasked with creating mockups and presenting the concept to the Management Team.

To build a strong case, I outlined:

Key pain points

Archaic design, slow updates, and poor user experience.

Key pain points

Archaic design, slow updates, and poor user experience.

Key pain points

Archaic design, slow updates, and poor user experience.

Solution: A no-code platform (Framer)

Empowering marketing to make updates without developer reliance.

Solution: A no-code platform (Framer)

Empowering marketing to make updates without developer reliance.

Solution: A no-code platform (Framer)

Empowering marketing to make updates without developer reliance.

Project scope & cost

Clear timelines, resources, and budget considerations.

Project scope & cost

Clear timelines, resources, and budget considerations.

Project scope & cost

Clear timelines, resources, and budget considerations.

Strategic benefits

Faster iterations, improved branding, and enhanced lead generation for sales.

Strategic benefits

Faster iterations, improved branding, and enhanced lead generation for sales.

Strategic benefits

Faster iterations, improved branding, and enhanced lead generation for sales.

The proposal was approved, and the project moved forward.

The Team & Process

Our core team included:

Myself

Two marketing specialists

A graphic designer

who departed mid-project due to restructuring

A graphic designer

who departed mid-project due to restructuring

A graphic designer

who departed mid-project due to restructuring

We began with a Figma wireframe but transitioned to Framer for its no-code flexibility. Our process involved:

Auditing the existing site

Identifying what to retain, revise, or remove.

Auditing the existing site

Identifying what to retain, revise, or remove.

Auditing the existing site

Identifying what to retain, revise, or remove.

Competitor benchmarking

Analyzing industry standards and best practices.

Competitor benchmarking

Analyzing industry standards and best practices.

Competitor benchmarking

Analyzing industry standards and best practices.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Stakeholder reviews

Gathering input from leadership and internal teams.

Stakeholder reviews

Gathering input from leadership and internal teams.

Stakeholder reviews

Gathering input from leadership and internal teams.

Results & Impact

The new Incision.care delivered measurable improvements:

Modern, professional design

Aligned with industry standards.

Modern, professional design

Aligned with industry standards.

Modern, professional design

Aligned with industry standards.

Faster content updates

Gained full ownership without dev bottlenecks.

Faster content updates

Gained full ownership without dev bottlenecks.

Faster content updates

Gained full ownership without dev bottlenecks.

Enhanced mobile experience

Critical for healthcare professionals on the go.

Enhanced mobile experience

Critical for healthcare professionals on the go.

Enhanced mobile experience

Critical for healthcare professionals on the go.

Stronger brand messaging

Clearer communication of Incision’s value.

Stronger brand messaging

Clearer communication of Incision’s value.

Stronger brand messaging

Clearer communication of Incision’s value.

Launch & Adoption

Our core team included:

Myself

Two marketing specialists

A graphic designer

who departed mid-project due to restructuring

A graphic designer

who departed mid-project due to restructuring

A graphic designer

who departed mid-project due to restructuring

We began with a Figma wireframe but transitioned to Framer for its no-code flexibility. Our process involved:

Auditing the existing site

Identifying what to retain, revise, or remove.

Auditing the existing site

Identifying what to retain, revise, or remove.

Auditing the existing site

Identifying what to retain, revise, or remove.

Competitor benchmarking

Analyzing industry standards and best practices.

Competitor benchmarking

Analyzing industry standards and best practices.

Competitor benchmarking

Analyzing industry standards and best practices.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Iterative design

Multiple rounds of feedback, particularly on the homepage.

Stakeholder reviews

Gathering input from leadership and internal teams.

Stakeholder reviews

Gathering input from leadership and internal teams.

Stakeholder reviews

Gathering input from leadership and internal teams.

My Role & Learnings

I wore every hat possible—Project Manager, Product Designer, Graphic Designer, Copywriter, Framer Trainer—and even though at times it was difficult, I’m super happy with the outcome!

Key takeaways:

Cross-functional leadership

Managing stakeholders without formal authority. Soft skills matter much more than hard skills.

Cross-functional leadership

Managing stakeholders without formal authority. Soft skills matter much more than hard skills.

Cross-functional leadership

Managing stakeholders without formal authority. Soft skills matter much more than hard skills.

Agile execution

Balancing a side project alongside core responsibilities. As this was my side project, and I didn't work full time on it.

Agile execution

Balancing a side project alongside core responsibilities. As this was my side project, and I didn't work full time on it.

Agile execution

Balancing a side project alongside core responsibilities. As this was my side project, and I didn't work full time on it.

Knowledge transfer

Training marketing to independently manage the site.

Knowledge transfer

Training marketing to independently manage the site.

Knowledge transfer

Training marketing to independently manage the site.

Early buy-in

from leadership and cross-functional teams ensured smooth approvals and resource allocation.

Early buy-in

from leadership and cross-functional teams ensured smooth approvals and resource allocation.

Early buy-in

from leadership and cross-functional teams ensured smooth approvals and resource allocation.

A website is never "done."

Continuous optimization based on analytics and user feedback is essential for long-term success.

A website is never "done."

Continuous optimization based on analytics and user feedback is essential for long-term success.

A website is never "done."

Continuous optimization based on analytics and user feedback is essential for long-term success.

The redesign successfully elevated Incision’s digital presence, proving that strategic design and operational efficiency can drive meaningful business impact.

Let's connect

Send me an email

jar.gaska@gmail.com

Say hi on LinkedIn

linkedin.com/in/jarekgaska/

Read previous case study