Physitrack
I joined Physitrack in 2024 to design and build marketing websites. What began with Champion Health’s post-acquisition identity grew into work across Lifecare’s marketing journeys, practitioner and patient products, and an end-to-end rebuild of the Investor Relations site. A collection of projects about giving different audiences clearer ways to understand and use a growing healthtech business.
Physitrack PLC · Selected work · 2024–2025
Making a growing healthtech company easier to understand
Brand, product, and investor experiences for the people on every side of healthcare.
I joined Physitrack in 2024 to design and build marketing websites. My first big assignment was a newly acquired wellness brand. My last was a complete rebuild of the company’s Investor Relations website.
In between, I moved closer to the products themselves—working across two business divisions, from the first conversation with a prospective customer to the tools used by practitioners and patients.
2024–2025
Period
UX · Product · Webflow · Front end
My disciplines
Different people. Different needs.
Physitrack operated across Lifecare, its digital rehabilitation business, and Wellness, which included Champion Health. A physiotherapist prescribing exercises, a patient recovering at home, an employer exploring wellbeing software, and a shareholder reading a report each needed something different from the company.
My work moved between those experiences as the business grew. None of these projects belonged to one tidy UX process. They were separate problems, with different teams, constraints, and degrees of ownership.
01 / Champion Health
A lighter expression of wellness
Champion Health had recently been acquired when I joined. Its existing identity felt corporate; marketing wanted something more approachable.
I explored visual directions with Head of Design Andrea Maris, working within a direction led by Marketing Director Michael Day and supported by senior leadership. Together we shaped a brighter, more playful website and brought it to launch.
The website changed. The product didn’t.
The new website was live, but Champion Health’s application still used the earlier branding. They began to feel like different products.
After a change in marketing leadership, people from the original Champion Health team advocated returning to the familiar identity. We had to rethink the website again.
This second redesign was mine to lead. I kept the recognisable foundations of the original brand but refined the type, hierarchy and overall presentation into something more restrained and enterprise-oriented. It wasn’t about making the site less ambitious. It was about making the promise on the website feel like the product customers would actually meet.
A good-looking marketing site can still be the wrong experience if it doesn’t belong to the product behind it.
What I owned, and what we made together
First redesign:
I proposed visual concepts and worked alongside Andrea Maris on the new direction, with the brief set by marketing leadership.
Second redesign:
I took primary responsibility for designing and delivering the revised website.
These were two consecutive business directions, not a controlled experiment. I don’t attribute conversion or brand-performance figures to either version.
02 / Physitrack’s digital front door
Help people decide if a product is right for them
I gradually moved from Champion Health into the wider Lifecare business: the main Physitrack website, campaign pages, and acquisition experiences.
Clinics, individual practitioners, and physiotherapy students arrived with different questions. A useful page needed to answer those questions in the right order—without asking everyone to read the entire product story first.
I worked across the interface design and Webflow implementation, including responsive layouts, content, localisation and QA. Being able to build what I designed helped me make those decisions closer to the finished experience.
Complexity should appear when it’s useful
A pricing and return-on-investment calculator was one example. I used defaults and conditional inputs to let people begin with a relevant estimate.
A clinic could adjust the number of practitioners and see the result change. Public-sector scenarios were treated differently from private ones, and NHS-specific controls appeared when the UK context made them relevant.
It’s a small detail, but an important one: the interface shouldn’t make people sort through choices that don’t apply to them.
The original calculator screens and implementation notes are in my
.
03 / Closer to the product
A prescription is not a recovery
Later, I had the opportunity to contribute to Physitrack’s product interfaces.
The practitioner platform helps clinicians prepare and prescribe rehabilitation programmes. PhysiApp helps patients follow those programmes. They’re connected experiences, but they aren’t the same design problem.
Practitioners need to manage treatment and make informed decisions. Patients need to understand what to do next and follow the programme prescribed to them.
My contribution was to selected areas of these established products, rather than owning either application. It brought an important change to how I thought about the wider ecosystem: the website introduces a service, but the product has to make good on that introduction.
04 / Investor Relations
Making the company’s information easier to find
My last major project was also the one I owned most completely.
As a publicly listed business, Physitrack needed an Investor Relations site where shareholders, analysts, and prospective investors could understand the company and find up-to-date financial and governance information.
The existing site had more than 40 pages. Information was scattered, and simply refreshing the visuals wouldn’t solve the problem. I rebuilt the information architecture around the things investors came to find, organising the content into eight clear groups.
40+
Legacy pages to organise
8
Information groups
4 weeks
To design and deliver
From architecture to a working site
I led the work end to end: mapping and restructuring content, designing responsive pages, building the front end, integrating live share and financial data through Modular Finance, and checking the final experience before launch.
I designed the navigation around a simple goal: important reports and corporate information should be only two or three interactions away, rather than buried inside a long list of pages.
The less glamorous work mattered, too: documents, metadata, navigation states, financial widgets, and the way those pieces behaved at different screen sizes. For a site about a public company, getting the details right was part of earning trust.
The external Lind Research advisory note helped provide business context for the company’s communication needs. It was not a UX study, and I did not treat it as one.
Explore Physitrack Group’s Investor Relations site
The aim wasn’t to make financial reports exciting. It was to help people find and understand the information they came for.
What stayed with me
I started as a junior designer who knew how to turn a marketing design into a working website. Physitrack gave me room to contribute to product interfaces, work through competing brand directions, and eventually take responsibility for a complex public-company site.
The biggest lesson was surprisingly practical. Design decisions don’t stop at the screen. They have to hold up against the product that already exists, the people who maintain it, the information it carries, and the constraints of shipping it.
I still think about design that way: not just what should exist, but what it takes to make it real.
The people behind the work
None of this happened in isolation. I had the opportunity to learn from and work alongside:
-
Andrea Maris — Head of Design; my collaborator on Champion Health’s first visual direction
-
Michael Day — Marketing Director; led the initial Champion Health repositioning brief
-
Liam Miller — Lead Web Developer; an engineering collaborator throughout my time at Physitrack
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Henrik Molin — CEO and co-founder; supported the direction of the business and the brand work
The degree of collaboration differed from project to project. The individual ownership described above reflects that distinction.
More context, company materials, and original documents
The following company materials provide background to Physitrack’s business and products. They aren’t presented as interfaces I personally designed.
Lind Research advisory — source document
Canonical PhysiApp website — source document
Canonical PhysiApp website — additional uploaded copy
About this selection of work
This page collects separate pieces of professional work from 2024–2025 rather than describing a single UX research programme. The first Champion Health direction was collaborative; I led the second website redesign and the Investor Relations rebuild. The practitioner and patient designs were contributions to existing products. The figures shown for Investor Relations describe project scope and delivery, not measured post-launch business impact. I have not included unverified conversion, retention, revenue or engagement claims.