Move free, heal right — with BJM by your side!

Project Overview

BJM Health is a digital physiotherapy platform offering hybrid care through AI-driven tools, virtual consultations, and ergonomic assessments. Their goal is to make musculoskeletal care accessible, tech-enabled, and results-driven.

The client approached us to help shift their positioning from a sales-heavy model to a product-first experience. Their existing digital ecosystem lacked clarity, flow, and tools to let users explore offerings directly — especially for corporate clients and patients seeking quick self-assessment.

Challenges

BJM’s navigation was fragmented, with key tools either buried or missing, and the homepage lacked a clear narrative to explain their hybrid physiotherapy model. Users couldn’t experience core offerings like ergonomic assessments or therapy workflows without filling out forms, and corporate buyers found no tailored use cases for their specific industries.

UX streamlining strategies

The Idea

We shifted BJM from a sales-first to a product-driven model by creating self-serve touchpoints that let users explore value independently. Tools like the Blossom Calculator, Ergonomic Risk Assessment, a therapy-focused Video Playlist Library, and dedicated whitepapers and landing pages enabled patients and employers to assess needs, understand solutions, and engage with BJM’s offerings—without relying on direct sales interaction.

Result

These changes positioned BJM as a modern, tech-enabled physiotherapy provider with a visible, interactive, and engaging product ecosystem. As a result, the sales team began receiving warmer leads who had already engaged with tools, employer interest grew through ergonomic assessments and tailored landing pages, and the user journey became more educational—building trust and reducing onboarding friction.

Sneak peak of the UI Before and After

New Design LOok

We redesigned the experience across BJM’s key user journeys to make the platform more intuitive and engaging. The Homepage and About sections were restructured to guide users based on their specific use cases—whether they were patients, therapists, or employers—making navigation more purposeful and relevant.

Old Website Design

The previous website was dense with information but lacked interactivity, had no distinction between user types like patients, employers, or therapists, and offered no self-service tools or onboarding flows, making the experience static and disconnected.

New Website Design

The redesigned site introduced clear product segmentation with tailored landing pages, interactive tools like calculators and assessments, modern layouts with guided navigation, and a rich content hub to support both SEO and lead nurturing.