Immergo Labs Case Study

Immergo Labs

Designing a More Accessible and Trustworthy Web Experience for Therapists Adopting VR Physical Therapy

type

Internship

Role

UI/UX Design, Research, Illustration

tools

Figma, VS Code, HTML, React JS, Tailwind CSS

During COVID, my at-home physical therapy sessions were frustrating until I found an online coach who helped me understand my body and stay consistent with recovery—showing me that real progress comes from maintaining a strong connection with your therapist, even when distance gets in the way.

When I met the founders of Immergo Labs, I realized their VR platform aimed to do exactly that: extend therapists’ reach and keep patients engaged outside the clinic. Yet their website focused more on technology than on the human connection it delivered.

I asked myself:

How might we design a web experience that builds trust and clarity around VR-based care?

Most healthcare sites I analyzed — including Kaiser Permanente, Hinge Health, and Luna PT — presented physical therapy as a static service: buried pages, medical jargon, and stock imagery. They explained what therapy is, but rarely why it matters.

Across competitors, three gaps stood out:
Lack of empathy – patients appear as data, not people.
‍Weak storytelling – therapists’ expertise isn’t highlighted.
‍Low usability – dense copy and poor navigation undermine trust.

This revealed a clear opportunity for Immergo Labs: to show how VR therapy extends the therapist’s reach and keeps care consistent. My redesign focused on building trust and accessibility through human-centered visuals, real testimonials, and clear, educational content—turning the site into a digital reflection of what immersive, connected care feels like.

Problem space

The website talked about VR, but therapists wanted to hear how it could extend their reach and keep care consistent.

I rebuilt the experience around trust, transparency, and accessibility — using clear storytelling, real testimonials, and simple, human-centered content.

After doing an initial competitive analysis, I conducted a heuristic evaluation of the previous website to see what was going wrong, in terms of usability.

Out of Jakob Nielsen’s 10 Usability Heuristics, I found the original Immergo Website to be most deficient in its Aesthetic & Minimalist Design, and Consistency & Standards (i.e. in-button text, CTAs, use of color, etc.).

After identifying redesign opportunities, I interviewed Immergo's chief consulting physical therapist to assess its effectiveness and understand what would motivate therapists and patients to try Immergo's products. Based on this interview and leadership discussions, I developed personas to guide my redesign.

The All-In-One

Physical Therapist & Small Business Owner

They run a hybrid clinic with in-house therapists, balancing patient outcomes with efficiency and profitability. Tech-savvy but cautious, they prioritize ROI due to challenges like patient non-adherence and poor tech integration.

⚠️ Website Frustrations:

- Lack of direct answers about integration, cost, and patient adoption.
- Hard-to-find testimonials from other PTs validating its effectiveness.

💼 Website needs:

- Scan key offerings fast without digging through excessive details.
- See ROI and patient benefits clearly outlined.

Tired young woman using laptop in office touching head feeling headache

The Busy Patient

Marketing Executive

Travel-heavy executive and parent with chronic shoulder pain struggles with therapy consistency. Tech-savvy but simplicity-driven, they prefer easy rehab solutions and rely on reviews before adoption.

⚠️ Website Frustrations:

- Lack of patient-centered language or relatable stories.
- Difficulty finding real user testimonials.

💼 Website needs:

- Understand how Immergo VR fits into her rehab without technical jargon.
- Find patient success stories and ease-of-use assurances.

The Rural Veteran

Former U.S. Army Specialist, Currently on Medical Leave

Injuries limit mobility and rehab access due to distance from the VA. Moderately tech-literate, they prefer visual tools and need remote rehab to stay connected with providers while reducing travel for a smoother return to work.

⚠️ Website Frustrations:

- Walls of text instead of visual demonstrations.
- Overly complex explanations of how the tech works.

💼 Website needs:

- Watch real-world examples and videos of the Immergo VR platform in action.
- Know how it connects him to a therapist without extra hassle.

TL;DR

Immergo Labs’ website wasn’t effectively communicating the product’s value to therapists or patients. Sparse content, weak storytelling, and a cluttered experience led to low waitlist sign-ups, forcing the team to rely on in-person events and external shout-outs instead of their primary digital touchpoint.

I hypothesized that users needed richer, more empathetic content—such as video walkthroughs, clear product breakdowns, testimonials, and case studies—delivered through a simpler, more intuitive web experience.

wireframing

Simplifying the Information Architecture for Usability

To make Immergo’s site easier to navigate, I restructured its information architecture (IA) — the underlying organization and labeling of pages across the experience.

Good IA ensures users always know where they are, what they can do, and how to move forward.

I reorganized the website around Immergo’s product offerings, clarifying the distinctions between its VR platform, transcription software (AutoDoc), and supporting webpages (i.e. Research or Blog Page). This approach simplified discovery, reduced redundant content, and helped both therapists and partners understand what Immergo builds and how each product contributes to better patient care.

solution

Reframing Immergo’s VR tools as a bridge for care, not a barrier of complexity.

Across Immergo’s core pages, I redesigned the experience to shift the narrative from tech-centered to care-centered. The new website helps therapists and patients immediately understand how Immergo’s VR tools amplify care-giving, extend therapist reach, and improve consistency in rehabilitation.

On the landing page, I clarified Immergo’s value proposition and introduced trust-building elements like testimonials and simple CTAs. The platform and Autodoc pages were rewritten to remove technical jargon, explain workflows in plain language, and address common adoption blockers through structured FAQs and clearer product positioning.

Finally, I redesigned the blog and research hub to highlight Immergo’s clinical credibility—organizing studies, insights, and articles into a clean, readable, and trustworthy resource for therapists and partners.

Together, these changes transformed the website into a transparent, accessible, and human-centered expression of Immergo’s mission.

001

Platform Page: Communicating Vision and Guiding Therapists to Action

before

The page lacked structure, with scattered statements and waitlist sign-ups that blended into the content instead of guiding therapists toward a clear next step.

after

I reorganized the content to clearly communicate the platform’s purpose and added waitlist sign-ups only at meaningful moments, making them easier to notice and giving therapists a clearer next step.

*Scroll in the above window to see the full page.*

002

AutoDoc: Designing for Accessibility and Understanding

before

The Autodoc page was extremely high-level and vague. It didn’t explain how conversations became SOAP notes or address core questions around privacy, EMR integration, or workflow impact—making the tool feel abstract and hard to trust.

after

I rewrote the page in clear, straightforward language to explain Autodoc’s workflow and purpose. I added a focused FAQ to answer the questions therapists were most likely to have and placed demo CTAs only where they supported the content, giving users a clearer path to learn more.

003

Research Page: Organizing Evidence

before

The Research page was essentially just a long list of hyperlinks with no structure, styling, or hierarchy—making it easy to overlook and hard to engage with meaningfully.

after

I redesigned the Research page using article-style components that matched the Blog’s look and feel, giving each publication more presence and making the page more cohesive and memorable.

004

Blog Page: Improving Discoverability

before

The Blog page, while visually solid, felt incomplete and underutilized. With low traffic and no engagement touchpoints, it didn’t encourage exploration or help therapists and partners stay connected to Immergo’s work.

after

I added newsletter CTAs, a highlight section for featured articles, and basic sorting and filtering. Even with fewer than 20 posts, these additions improved user freedom and made the content feel more dynamic and worth returning to.

Lessons learned

📝 Question assumptions early.

Blindly designing features without questioning their purpose leads to wasted effort. When I discovered the existing login functionality served no real purpose for a marketing website, it taught me to question every feature's value – even those that already exist.

During my first weeks, I spent considerable time designing user profile sections until a simple question about its purpose revealed it was outside our scope. This experience taught me that asking "why" early saves extensive redesign work later.

🎯 Simplicity serves all users.

Initially designing for tech-savvy users, I had to pivot when learning our primary audience included veterans and seniors. What seemed like a constraint became an opportunity to sharpen my UX writing.

I learned to strip away technical jargon and complex interactions, focusing instead on clear, accessible language and straightforward navigation patterns. This shift not only served our primary users better but improved the experience for everyone.