Designer: Kathie Alexander

Cyd Gorman of The Data Edge wants to take the yawn out of her client’s website. Listed as one of the top doctors’ collaborations in New York magazine, the Professional Anesthesiologists of Greater New York, P.C., uses its website to provide information regarding its office-based anesthesia services for other physicians and to attract new business.

DG art director Kathie Alexander feels that to achieve the group’s goals the site needs a more streamlined and contemporary look. The group’s current black logo lacks strong visual appeal. The gray caduceus behind long stretches of text on the site is drab and distracting.

Maintaining its basic identity, Alexander added color and texture to the logo to balance it. To spice up the site, Alexander chose a strong palette of colors that works well for a medical theme. She also added powerful images that scroll across the screen. This movement will lend excitement to the site but not detract from the overall message the group is sending.

A clear concern for any site is navigation. To address ease of use, Alexander created tabs lining the top of the screen. The information drops down and the user can then move easily to the next page. This is an improvement from the side buttons of the original design.

Alexander notes, “I wanted to make the site friendlier, and the portrait of the doctor is a nice, personal touch.” She also believes the associations the group maintains send a strong message to fellow physicians, so she included them on the right margin of each page.

No strangers to pain management, this group of professional anesthesiologists will find recovering from its tired website pain-free.