Rutherford Medicine

Digital Transformation


Health Care


6 Months

Building a product development capability to accelerate innovation in health care.

Montage of the digital product designs on mobile and desktop for the medical education platform.
Introduced familiar interaction patterns like video rails in order to improve the user experience.


Rutherford had a deep understanding of the opportunities for their fast-growing healthcare education business. They needed a structured product development strategy, design language and UX craft in order to realise their ambition. Our challenge was to outline, prioritise and deliver a roadmap for their vision to focus their talented but distributed development team.


We delivered a new UI design system that enabled continual improvements to the platform to improve the user experience and make it easier to build new features and functionality. We focussed the team on a clear programme for delivering value for both the customer and the business. We pivoted to the challenges of Covid 19 by bringing the medical community together with an online events platform.

  • New design system and core UX patterns
  • Measurable business goals with a product strategic
  • New revenue stream for digital events.
  • Introduced an agile methodology culture
  • Built their internal product development capabilities

“The best part about working with Pattrn is getting access to the leadership throughout the project. Their collaborative, hands-on, no ego attitude made them feel like partners in our business. They quickly understood our ambitions and our user needs. Their valuable strategic support enabled them to set the vision for our platform and deliver a class leading user experience in a short amount of time.”

A profile picture of Paddy Griffith who is smiling and wearing a smart pink shirt.
Paddy Griffith  –  Chief Marketing Officer, Wondr Medical


Audited and benchmarked the sector and wider landscape.

In order to align to user expectations and build on established UX patterns we audited platforms in and out of the healthcare sector. This gave us a clear benchmark in how we could immediately improve the user experience.

Introduced a method for feature prioritisation for senior stakeholders.

We introduced a goals framework, an agile methodology and scrum sprint ceremonies. Using research and data analytics we identified opportunities and started designing and developing the features with the most reach, impact and with relatively low effort.

Delivered features quickly to test and demonstrate value early.

We wanted to make incremental improvements in order to evolve the platform, learn quickly from user behaviour and impact our KPIs. We prioritised a roadmap with the senior stakeholders and the development team and established an agile approach to update the platform each sprint with new enhancements.

Collection of customer experience strategy slides showing user needs, business goals and the vision for the business.
Lean digital strategy enabled us to deliver value for the user and the business.


Montage of the responsive user interface modules used on the design guidelines.
Centralised design system improved the user experience made it easy to scale the platform.

Modular, responsive UI library.

In order to unify the user experience we set up a basic UI library for development. The modular approach enabled the design and development teams to update components quickly and save time.

Screenshots of the fast sign up user experiences on mobile and desktop.
Using personalisation and fast sign up with modals we were able to improve conversion.

Fast sign up to improve conversion.

In order to increase the number of sign ups we improved the sign up flow and introduced a feature to enable users to sign up quickly from any point in the experience. We enticed the user to personalise their experience by choosing topics they were interested in.

Desktop screen shot of the user experience for the homepage of Rutherford Medicine.
Video rails make it easier for the user to scan and for the business to promote content.

Versatile video rails.

The business needed a way to curate their videos in order to serve users with the most relevant content. Video rails enabled the user to scan content quickly and for the business to curate and showcase the depth and breadth of content they had.

Screen shots of the user experience for the digital events platform for mobile and desktop.
New digital events section for the platform opened a new revenue stream.

Events platform to open a new revenue stream.

We designed a platform for brands and publishers to host digital events on the platform. Each event catered for the before, during and after stages of an event. They were able to create awareness and suspense before the event, cater for live interaction during an event and curate the content after the event.



  • Landscape audit and benchmarking
  • Data analytics
  • Technical feasibility study
  • Insights synthesis and opportunity analysis
  • Vision definition
  • Rapid prototyping
  • UX, UI and experience design
  • Product management
  • UI library setup and management
  • Design quality assurance


142% increase in sign ups

By improving the conversion flow, the business will grow their user base and get better returns on their marketing investments.

107% increase in page views

By creating a better browsing experience we were able to encourage more exploration of content.

44% increase in avg. session duration

Introducing a more personalised experience, users find more relevant content and build a better affinity for the brand.

Opened entirely new revenue streams for the business.


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