MEDTREND is a Hungarian diabetes-care platform for Di-Care Zrt.: part patient portal, part webshop, part knowledge base. Working for the agency Contento, we rebuilt a sprawling site that was losing its paid traffic into one confident system, across 22 desktop screens and a full mobile set, ready for the client’s developers to build.
The same site has to sell blood-glucose meters and a 7-in-1 home minilab, host a private portal where people store and read their own measurements, and teach newcomers how to live with diabetes. It had grown into all three at once, and the seams were showing.
Traffic was climbing, but the money spent driving it was leaking away. Paid campaigns dropped people onto a structure that couldn’t tell them where to go, and they left before they bought, registered or found an answer.
The fix wasn’t new content. It was telling each visitor, in the first second, which of the three things this is for them.
What was broken
We reworked the information architecture so each audience has an obvious path, gave the patient portal the status of a first-class product, and delivered a complete, build-ready set of screens the client’s developers could implement directly.
What we owned
Context
People come to do two things: buy a device or open their measurements.
Options considered
Keep one flat menu for everything, or elevate the two main jobs.
The choice
Webshop and Méréseim (my measurements) called out on their own, with everything else in four clear areas: shop, patient portal, education, support.
Trade-off accepted
Some secondary pages move one level down, in exchange for an obvious first click.
Storing and understanding your own readings is the reason to come back.
Options considered
Leave the portal as one feature among many, or make it the product’s centre of gravity.
The choice
A calm measurement dashboard plus an AI-assisted analysis that explains glucose, ketone, cholesterol and other trends in plain language.
Trade-off accepted
More design depth in the logged-in area, for the loop that brings people back.
Medical data has to feel trustworthy, but a daily companion shouldn’t feel like a hospital form.
Options considered
Classic clinical white and blue, or a warmer, more legible system.
The choice
Medical blue for structure, a fresher teal for every primary action, calm white cards and large type for every age.
Trade-off accepted
A stricter colour rule (teal only for actions), so the next step is never in doubt.
The buyer and the patient are often the same person.
Options considered
Separate styles for shop and portal, or one shared language.
The choice
Add to cart, continue and pay always use the same teal button in the same place, in the same card language as the portal.
Trade-off accepted
Less visual variety, in exchange for a platform that feels like one product.
Paid traffic now lands with an obvious next step: buy, register or learn. The measurement portal and its analysis moved from a buried feature to the reason to return, and every page was delivered in desktop and mobile layouts as one system the developers could build without guesswork.
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