Intro
Hinge Health helps people manage pain, recover movement, and access care from home. I joined during a major rebrand and helped scale the new identity across brand, commercial, and internal systems, creating a more consistent foundation for ERG sub-brands, sales materials, reports, and team templates.
As my role shifted toward web, I focused on translating that brand foundation into a more usable digital system. My role was to turn a broad rebrand into practical patterns for the teams building, maintaining, and scaling the brand.
System evolution
The rebrand gave Hinge Health a stronger visual direction, but the website needed a system that could support real content, real workflows, and real growth needs.
As the web system owner, I led discovery workshops with designers, marketers, and cross-functional partners to understand where the system was creating friction. I audited gaps between Figma and the live site, identified component inconsistencies, accessibility concerns, responsive issues, and handoff challenges, then translated those findings into clearer patterns and documentation.
I also refreshed key web patterns to better align with the product experience, helping the brand feel more connected across marketing and member-facing surfaces.
The goal was to make the system easier to implement, reuse, and scale, so design, marketing, and engineering could move faster with more consistency.
Key Explorations
I explored content discovery and conversion-focused web patterns across several high-impact areas: educational resource filters, glossary concepts for physical therapy terms, demo request page updates, and Women’s Pelvic Health storytelling.
The work focused on improving usability, clarifying high-intent user flows, increasing visual contrast, strengthening content hierarchy, and making complex healthcare information easier to understand across audiences.
Reflection
This work sat at the intersection of brand, growth, and web systems. Some pieces were live, while others were still in progress when the team transitioned.
Across both phases, the work strengthened the connection between brand expression, web usability, content discovery, and conversion-focused storytelling.