Explore Medisca
Medisca.com: a fragmented site,
re-architected.
Medisca's website had grown into a patchwork. I audited it, benchmarked it against competitors, and rebuilt its information architecture: a lighter sitemap, a shorter path to purchase, and responsive wireframes for the key pages.
The problem
Medisca.com had been built in pieces over years, and it showed. Pages made at different times pulled in different directions, so the brand dissolved as you moved through the site and only the navigation held it together. Legacy pages lingered, the homepage and the products page were nearly identical, and reaching a single product took at least five steps.
The approach: audit first, then re-architect
I treated this as a UX problem, not a reskin. I reviewed the live site and its analytics, benchmarked it against competitors, and mapped the existing structure before proposing a lighter one, then pressure-tested that structure with user flows and wireframes.
The work
Design review and audit — documented, page by page, where the site lost brand consistency, and flagged the orphaned, out-of-date, and out-of-place pages dragging it down.
Competitive benchmark — compared the homepage and product navigation against PCCA and Fagron to make the gaps in clarity and identity concrete.
Information architecture — mapped the current sitemap, seven top-level sections, and proposed a streamlined five: folding Compounding into About, embedding Promotions and New Products, relocating Careers and Medisca TV, and defining the external links and modals.
User flow — reworked the product navigation so reaching Add to Cart takes three steps instead of five.
Responsive wireframes — laid out the key templates, homepage, products, category, and product listing, for desktop and mobile, around a homepage built to feel simple, clear, spacious, and informative.
A staged plan — framed the whole effort as four milestones, sitemap to wireframe to design to development, on a ten-step roadmap, so it read as a project rather than a one-off.
The outcome
A clear, defensible plan to take Medisca.com from a fragmented patchwork to one coherent, easier-to-navigate system. It became the strategic spine that the branded product pages, Samix, MD, BUD, Safe-Sense, and MAZ, then plugged into.
Phone
+1 514 268 8482
Location
Montreal, Quebec
carl.gebran@gmail.com