Yelena Ebel
Design Leader
Fingerpaint Group
Role: Art Director / UX & UI Designer
Scope: UX Strategy, Wireframes, Visual Design, Design System
Overview
As part of Fingerpaint Group’s creative team, I led the design of a medical education microsite aimed at helping patients understand complex healthcare information in a clear, engaging, and accessible way. The site needed to balance scientific accuracy with visual warmth — making dense content approachable for a non-expert audience while aligning with the client’s brand and tone.
My Role
I owned the full design lifecycle of the project — from defining the UX strategy and building wireframes to designing the interface and establishing a scalable design system. I worked closely with cross-functional partners including writers, strategists, and the Creative Director to ensure the content was not only medically accurate but also user-friendly and visually cohesive.
The Challenge
The core challenge was transforming highly technical medical content into digestible, patient-friendly modules without oversimplifying or overwhelming. The site had to accommodate a large volume of information while maintaining a sense of clarity, empathy, and ease. Accessibility and responsive behavior were also critical, as the site needed to function across devices and serve users with varied levels of digital literacy.
The Process
I began by developing a UX strategy rooted in patient experience — mapping out content flow, user pathways, and interaction patterns. I created wireframes to visualize structure and hierarchy, ensuring information was logically grouped and easy to navigate.
To support the content-heavy nature of the site, I used visual hierarchy, iconography, and color to guide attention and reduce cognitive load. I also designed a custom icon set to visually represent categories and concepts in a more intuitive way.
As the project matured, I built a modular design system from scratch, allowing for future scalability and consistency across pages and components. Throughout the process, I collaborated closely with the internal team, participating in regular reviews to iterate based on feedback and content updates.
The Outcome
The final product was praised internally for its clean, modern design and intuitive user experience. It successfully elevated the client’s educational content, setting a new standard for how Fingerpaint approaches digital medical communication. The responsive design ensured a seamless experience across devices, and the design system laid the foundation for future digital initiatives within the client’s broader platform.
Tools Used
Figma, Adobe Creative Cloud
