Industry
HEALTHTECH — TELEMEDICINE
A YC-backed pediatric telemedicine platform — 24/7 virtual care — with a site that felt like a hospital: cold blue/white, thin gray mobile type, visuals that said "clinic", not "care". Parents deciding at 2am on a phone were dropping.
A beige + pastel system replaced the clinical palette. The site had to feel like the 2am phone call it actually is — care, not clinic.
From stock babies to a mother, phone in hand: the actual product moment, shown instead of described.
14px light-gray body type became 20px black-on-white, standardized across the blog templates. Reading effort is a conversion cost — we cut it.
Measured, not assumed — a 4-week Mixpanel test window, same content on both sides.
Mixpanel, 4-week test window, June 2025. Same content — the lift came from trust signals and reading effort, which is the honest headline. Index: 100 = pre-launch signup-click baseline.
The three numbers above are the testimony — measured, not remembered. A fresh statement from the client is on its way to this page.
Jared Flamm · VP Marketing, Blueberry Pediatrics — statement requestedNothing structural changed. Palette, one photo, and type size moved three metrics — the cheapest CRO wins are usually emotional, not architectural.
The test stopped at four weeks. A longer window would have separated novelty lift from durable lift — the next engagement budgets for it.
One call. The person who answers is the person who builds.