Humanitas is one of Italy’s largest hospital groups — 50 hospitals, between one and two million organic visits per month, the country’s number one health website.
When I came in, there was no CRO function. What I found instead was a redesign that had been sitting in approval for months. Beautiful work, professionally executed — but stuck.
The pages they rejected most were the ones they knew mattered most: the clinic pages, the entry points that drove the bigger business goals. Nobody in the room could say why one version would hit those goals better than another. So the answer kept being not yet.
The shareholders wanted it shipped. They also kept rejecting it.
The opinion loop was running in two directions at once:
1. Designers upstream were compromising to please everyone, ending up with solutions that were diplomatic instead of decisive.
2. Shareholders downstream were rejecting the result for reasons they couldn’t fully articulate — because they’re not digital people, and nobody had given them the language to evaluate the work on its merits.
The redesign wasn’t blocked because it was bad. It was blocked because nobody could defend it.
Before looking at any design, I mapped the most important pages and entry points across the site. With one to two million visits a month, prioritization isn’t optional — you can’t optimize everything, and treating every page as equally important is how organizations end up optimizing nothing.
Where users actually came from. Which pages carried the weight. Which entry points fed the clinic pages the shareholders cared most about. The traffic told a clearer story than the org chart did.
What users read. What they clicked. What they ignored — and the design was full of things being ignored. Big hero images carrying no information. Sections that looked important but weren’t being scrolled to. A hierarchy that worked in Figma but didn’t survive contact with real users.
The audit produced a long list of specific recommendations — what to cut, what to elevate, how to fix hierarchy through color, typography, and layout. But the more important output wasn’t the list. It was the framework underneath it: every recommendation tied back to a goal, a piece of data, and a defensible reason.
After the audit, the team had a clear strategy and the language to push the redesign through the organization. Conversations stopped being about whether stakeholders liked something. They became about whether the work hit the goals — and there was finally a way to answer that.
The engagement ran for a couple of months. I stayed through implementation, helping designers apply the recommendations and prepare the work for development.
of cross-functional teams fail to meet basic performance criteria — budget, timeline, or stakeholder alignment.
Source — Industry Research, 2024
15-minute no pressure call. No pitch. If we’re a fit, you walk away with a CRO Blueprint built for your business — delivered within 48 hours and yours to keep, whether we work together or not.
…He knows what he is doing and saved us a lot of time and energy by sharing suggestions and using his experience to provide solutions. We were ready with the final website within 4 weeks. I can highly recommend Miro, especially for busy businesses with no time to waste and who want to create professionally looking and fast-performing websites effortlessly!
