Healthline is a leading global provider of health and wellness information, reaching over 250 million people monthly. As a digital health publisher, their business is built on a foundation of providing medically-vetted, evidence-based content that is accessible and actionable for a wide audience. Their revenue model is primarily supported by advertising, sponsorships, and partnerships with trusted brands in the health and pharmaceutical industries.

The primary objective was to solidify Healthline's position as the most trusted and reliable digital health resource. The goal was to enhance the user experience by making complex medical information easier to understand and navigate. The project aimed to increase user engagement, drive traffic from organic search, and ultimately, build a loyal community that relies on Healthline as their go-to source for health information.

Healthline faced several key challenges in a competitive and sensitive market:

Trust and Authority: In an age of misinformation, establishing and maintaining user trust is paramount. The challenge was to visually and experientially communicate the medical integrity behind every article.

Information Overload: The sheer volume of content could overwhelm users, making it difficult to find specific, relevant information quickly.

Ad-Blocking: A significant portion of the audience uses ad-blockers, which directly impacts the primary revenue model. The challenge was to create a user experience that felt seamless and non-intrusive, even with the presence of advertising.

Accessibility: The site needed to be accessible to a wide demographic, including those with varying levels of health literacy and physical disabilities.

My solution was to design and develop a human-centric health platform. I focused on creating a clean, intuitive, and highly scannable interface that reduces cognitive load. I introduced new information architecture to guide users through complex topics with ease, and I integrated a streamlined system for clearly labeling medically reviewed content. By creating a harmonious balance between editorial content and non-intrusive advertising, I was able to respect the user experience while supporting the business's revenue goals.