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

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.
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