Maxxima

Revamped Maxxima Group's digital presence with a scalable, user-first website for healthcare staffing.

Maxxima website hero design showcase

Overview

Domain

Staffing, B2C

Platform

Responsive Web

Role

Lead UX Designer | Researcher

Services

Research, Strategy, Design

Headquarters

United Kingdom

Maxxima Group is your trusted strategic workforce delivery partner, creating tailored workforce solutions that enhance patient care delivery and operational efficiency for providers. It is a workforce solutions provider in the healthcare sector, working with both NHS and private organisations.

When I joined the project as a Lead UX Designer, the goal was clear: modernize the digital presence, clarify Maxxima's unique value proposition, and ensure the site felt credible, trustworthy, and human - all while appealing to a professional healthcare audience.

The challenge wasn't just visual, it was strategic. We needed to elevate the brands perception while also simplifying navigation for vastly different audiences: procurement leads, job seekers, and existing partners.

I led the full UX process - from as-is review to sitemap creation and wireframes to final UI, ensuring the new site was both visually engaging and strategically purposeful in a week's time.

The process

Research

Stakeholder workshops, UX review as-is, competitive research, UX audit, and usability testing

Design

Low/High-fidelity designs and prototypes

Our Research

Who'd I work with?

Stakeholders, digital marketing team and the developers

The research strategy we followed:

Competitor analysis

Sitemap

Pre-launch review

Design execution

Low-fi wireframes: Planning the blueprint

We started with low-fidelity wireframes to define the structure, flow, and key content blocks. This stage focused on layout clarity without the distraction of visual styling.

Maxxima website sitemap and information architecture

High-fidelity designs

Once the wireframes were validated, we moved into high-fidelity design. Here, we focused on applying brand colors, typography, imagery, and interaction patterns to ensure a visually compelling yet user-friendly experience.

One of my priorities was to create a modular, flexible page system that could support both storytelling and scannability. To achieve this, I broke down the content into clearly defined sections - each with a distinct purpose and visual hierarchy.

“What is an MSP?” was turned into an engaging explainer with video support and icon-led benefits.
“Our values,” “KPIs,” and “Testimonials” were designed to build trust and emotional resonance.
Maxxima values section design showcasing company principles
FAQs were reimagined into accordions for quick access to answers, especially for new clients, we saw this trend on all other competitors and incorporated into ours.
Built for conversion

CTAs like “Contact us,” “Find out more,” and “Speak to our team” are placed strategically throughout the experience.

The redesign led to:

  • More focused user journeys
  • Reduced drop-offs on MSP pages
  • Increased inquiries via contact forms

We also included sticky banners and action cards to nudge users at the right moments without adding friction.

Maxxima contact form design - version 4

What did I
learn?

Collaborate across teams: Working closely with product owners, content, dev, and brand teams helped me align business goals with user needs. It also meant constantly advocating for design consistency across a large and growing ecosystem.

Deepened my understanding of B2B healthcare: This was a great lesson in designing for users who aren't always the end user. Nurses and procurement teams used the same system - but with very different goals. Building flexible flows that worked for all of them was key.