Showcase website for Medical Software

Silvester Bertels, James van Arkel (Lead UX), Thomas Lek (UI), Jitesh Punjari (UI)
My Role
Visual Artist, UX Designer


The Client

MONA is a Belgian healthcare AI startup. They are led by a multidisciplinary team of experts in biomedicine, life sciences, machine learning and health-IT.

Their mission is to transform retinal screening for diabetes-related eye conditions. By making the process comfortable, fast and affordable for both patients and healthcare systems, MONA is supporting better medical outcomes.

Client Brief

MONA requested a showcase website for investors of their deep learning software for retinal image analysis. The problem, strategy and audience were clearly stated during the briefing. They requested a visual-first design, a patient-centered experience, and an accessible friendly look & feel for the website. 



Together with Mona, Co-Creation and feedback sessions were held to ensure that all goals for the new website could be met. For the website we determained that a patientent centred approach would be important to explain the solution (MONA’s AI Software) and state the problem (the state of global eye desease)

Because we were looking to use evidence-based medicial data, the experts of MONA played an important roll to realise the storytelling and features of the showcase website.

The User Experience

Creating a patient-centred experience

To create a patient-centered experience two concepts were created for the website. The first concept is to give users a glimpse of what it’s like to suffer from Diabetic Retinopathy. The second concept is creating awareness around the problem of Diabetic retinopathy (DR). These two concepts serve as a build-up to the solution and how MONA can change eye care with artificial intelligence.

Blurred Vision

One of the symptoms of Diabetic Retinopathy (DR) is having a blurred vision with patchy spots. To give the user a glimpse into their world users reveal content underneath a blurred layer to learn more about the problem of diabetic retinopathy.

Stating the facts

MONA stated that a lack of awareness was one of the problems. By showing real world data and potential outcomes with numbers users get a senge of urgency when. This problem needs to be solved! Mona aims to tackle the problem with their software. Creating awareness by showing the data. supplied by the experts at MONA. Whenever the users visits the website the starts increase based on calculations done by medical experts.

Presenting the solution: MONA

After having created a patient-centered experience by blurring the vision and stating the problem, the question is asked, “what if…”.  This hints at a possible solution for the stated problems. Scrolling further makes removes the blurred layer and a colorful landscape is presented with a bright outlook on retinal treatment and preventing Diabetic Retinopathy.

[Section: What if there was a solution?]
[Illustration: An ideal world possible by MONA]

Having completed these sections of the page, users get to learn about MONA’s Deep learning software that aims to solve the stated problems. 


Custom Illustrations

MONA requested custom illustrations that aside from their company branding would create an accessible friendly look & feel

Throughout the website, the style of the illustrations chosen is round, bright, and cartoonish to create a friendly appearance.

Colors & Typography

The colors & Typography from MONA’s corporate identity were integrated into the UI.


Primary Color


Primary Color


Secondary Color


Secondary Color


Secondary Color

Next Case Study

Discover how a unique brand experience and illustrative website was created for a digital consultency agency.