Case study · Healthcare · Responsive website
Gerber Medical Hub: evidence-based nutrition for pediatric professionals
Giving Gerber’s site for healthcare professionals a new purpose after the brand stopped selling infant formula, and making nutrition guidance, tools and research easy to find.
A team project at UX Team Role
UX Designer
Client
Gerber (Nestlé)
Platform
Responsive website, Drupal
Launch
Q4 2023
01 · Context
A site that had to find a new reason to exist
Gerber Medical Hub was built to inform pediatricians, dietitians and other healthcare professionals about Gerber’s infant formulas. When Gerber stopped selling formula, the site’s main purpose disappeared.
We needed to reposition it around Gerber’s other products and, more importantly, around useful tools and resources for professionals.
Challenge 1
Shift the content focus
Move from infant formula to Gerber’s broader product range and practical resources for healthcare professionals.
Challenge 2
Make wayfinding easier
Offer several ways into the content so browsing feels easy and intuitive.
Challenge 3
Earn deeper engagement
Encourage newsletter sign-ups, PDF downloads, webinars and podcasts.
02 · Research
Defining what the new site was for
- Define the primary purpose of the new website
- Understand professionals’ needs, goals and pain points
- Find opportunities to differentiate Gerber from competitors
- Set a framework for better functionality and usability
How we gathered evidence
Stakeholder workshopsUX auditCompetitive analysisUser interviewsSurveysCard sorting
Combining stakeholder sessions with interviews, surveys and a card sort gave us both the business view and the professional’s view of what the Hub should be.
03 · Key decisions
What we designed, and why
Decision 01
Content professionals can filter in seconds
What we found
Healthcare professionals are short on time and need to find the right information quickly.
What we designed
A blog-style resource library with topic navigation in a sidebar and article tags, so professionals can filter straight to what they need.
Decision 02
Nutrition first on every product page
What we found
The nutritional quality of food matters most to professionals, and to Gerber.
What we designed
Product pages that lead with key nutrition details, show real food to highlight quality ingredients and link to supporting evidence.
Decision 03
Built to keep growing
What we found
A resource site only stays trusted if it keeps evolving after launch.
What we designed
Wireframes and mockups turned into a responsive, accessible build in Drupal (Nestlé’s platform), with ongoing updates, maintenance and new content after launch.
04 · Delivery
From mockups to a living product
Our team didn’t stop at design. We built the redesign in Drupal, Nestlé’s content platform, as a responsive, accessible and fast website.
After launch we stayed involved with maintenance, feature updates, performance improvements and fresh content for healthcare professionals, keeping the Hub a trusted resource in pediatric care.
Outcome
A trusted resource, used more than ever
The redesigned Gerber Medical Hub launched in Q4 2023. Within three months, site traffic and engagement had increased significantly, and the site continues to grow with new resources for pediatric healthcare professionals.
Q4 2023
launch of the redesigned Hub
3 months
to a significant increase in traffic and engagement
6
research methods behind the new structure
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