Blueberry Pediatrics

Y Combinator-backed pediatric telemedicine platform providing 24/7 virtual care for families across the US.

+144%

homepage → signup clicks

+51%

final signup completions

−10%

bounce rate

about project

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Context

Blueberry Pediatrics is a fast-moving scaleup. The site needed improvements that could ship under pressure and work on mobile, where stressed parents make quick decisions.

What was happening

The website felt like a hospital: cold blue/white design, weak mobile readability, and visuals that didn’t communicate “caring, modern telemedicine.” On mobile, the blog was also hard to read, which increased drop-offs.

Date | June 2025

What we changed

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Trust + emotional safety (homepage)

Replaced the cold blue/white look with warm beige + pastel tones for a calmer, more supportive feel.

Swapped the hero image from two babies in a bed to a mother holding a baby, smiling, holding a phone (clearer “telemedicine + parent” story).

Tightened the visual system (spacing, hierarchy, polish) without changing the content.

Readability (blog + mobile)

Upgraded typography for mobile reading: Poppins 14px light gray → Source Sans Pro 20px, black on white.

Standardized this readable style across blog templates so content became effortless to scan on a phone. 

How we tested and measured

Measurement tool: Mixpanel

Primary metrics: homepage → signup clicks, signup completions

Secondary metric: bounce rate

Duration: 4 weeks

Results

+144% homepage → signup clicks

+51% final signup completions

−10% bounce rate

Why it worked

Trust increased fast: warmer design + parent-centered imagery signals “safe, caring, for people like me.”

Less cognitive strain on mobile: bigger, high-contrast text reduces effort and keeps visitors moving forward.

Same content, better delivery: clarity and comfort did the heavy lifting.

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what was done

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Vitae Light

A complete website redesign and Webflow migration, with a full design system built to support a growing product line.

dydx

A full website relaunch focused on performance, A/B testing, and driving meaningful revenue through the site.

Free AEO assesment

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