Redline MD — Case Study

Overview

Redline MD is a US medical contract review service that gives physicians a red-lined report on their employment contracts in 24 hours, at a fixed $199 fee.

The project was delivered as a Foundey design challenge. The brief was simple and hard: 35% of the traffic to the current site is mobile, and mobile brings less than 10% of the revenue. The task was a full rebuild of the Google Ads landing page, mobile-first, aimed at turning ad clicks into contract uploads.

My Role

End-to-end designer and Webflow developer. I owned research, information architecture, UX writing, visual design, motion, and the full Webflow implementation.

I audited the live Redline site, defined the new mobile-first hero, redrew every screen, wrote the on-page copy, built the interactive contract demo, and shipped the calculator, cookie consent, modals, and CMS-editable content system inside Webflow.

Key Contributions

Diagnosis first. I read the current Redline site as a physician would, and catalogued what made them doubt it: a typo in the logo, three conflicting savings numbers, a salary counter stuck at 0%, blurry product screens, a Google Drive link for the sample report, a $199 price never shown next to the $500 lawyer benchmark, a mobile cookie banner covering a third of the screen, no fixed mobile CTA, and a footer with only the copyright.

Hero rebuilt around ROI. The new hero puts the money and the timing above the fold: a $199 price inside the button, "$500 or more" right below, and physician photos next to contract cards drawn in code, so the page reads as medical in the first second.

The sample report on the page. The Google Drive link was replaced by the real 5-page report opening as an on-page modal, with the contract summary, areas of concern, and financial impact redrawn as brand illustrations before the physician ever hits Download.

An interactive demo. A sample contract with four flagged clauses, each one revealing the redline treatment on tap: original text struck through, fix in green, both readable as full sentences.

A calculator anyone understands. The physician sets the malpractice premium and sees what tail coverage would cost, based on AMA Insurance's up-to-2x rule. Technical terms kept, each with a plain-language description and a tooltip.

Pricing side by side. $199 vs. $480 to $1,950 at a contract firm vs. $10,000+ for a tail nobody negotiated. Redline in black with a green savings badge, and red kept for the risk.

Mobile built first. A fixed CTA that appears after the hero and hides at the final CTA, a 3-step upload flow with no account, testimonials as a carousel with dots and arrows, and a small opt-in cookie card with preferences.

All the legal, in the page. Terms, privacy, and cookie policies as modals. Cookie preferences editable at any time from the footer.

Built in Webflow with Client First. Longevity template's visual system rewritten in Client-First classes. Finsweet Attributes for the accordion, modals, counter, and slider. Finsweet Cookie Consent for the banner. All content editable without code.

Motion that respects the reader. Photos fly in, backgrounds glow, and bars and clauses animate on scroll. Everything turns off with prefers-reduced-motion.

Impact

The redesigned Redline MD landing was delivered to Foundey as the response to the challenge. It ships as a full Webflow site with Client First, Finsweet Attributes, and editable CMS content, with the mobile experience as the primary target instead of an afterthought.

All testimonials, security badges, founder assets, and legal texts are placeholders scoped for Redline's real content. The case notes three open questions I would validate with them before going live: the turnaround claim, the volume claim, and which security certifications to publish.

The live prototype and interactive case study are linked below.