A modern spinal hardware website that is easier to maintain, faster to browse, and more engaging for surgeons, patients, and candidates

SeaSpine is a spinal surgical solutions provider focused on expanding its product ecosystem and supporting a full continuum of care. As the company grew, their website needed to evolve with it. The existing experience made it difficult to keep content current, scale new product lines, and deliver the kind of intuitive browsing that clinical audiences expect.

3200 Creative led a redesign and rebuild that modernized the brand experience, improved navigation, and introduced a flexible content system that empowered the team to publish updates quickly. The end result was a website built for performance, accessibility, and long term growth.

If you are a medical device brand, healthcare organization, or B2B company in Minnesota looking for a modern website and COS strategy, this project reflects the kind of work we deliver from our Woodbury, Minnesota studio, serving the Twin Cities including St. Paul and Minneapolis.

The Situation

SeaSpine had strong momentum and a growing portfolio. Their leadership team wanted a website that could keep up with product expansion while also improving the experience for multiple audiences:

Surgeons and clinical teams researching products and procedures
Patients and families seeking understandable information
Prospective employees exploring the company and its mission

As content grew across product lines, procedures, and supporting resources, the site needed a more intentional information architecture. It also needed a modern COS that reduced friction for content editors and made future updates more predictable.

The mandate was clear:

Make the site more intuitive and engaging for real users.
Upgrade the technology stack to improve speed, accessibility, and maintainability.
Create a COS foundation that supports growth without constant developer involvement.

Goals and Outcomes

Primary goals

Improve navigation and content findability across product lines and procedures
Upgrade the visual system so the brand feels like a modern industry leader
Build a headless COS that is fast, flexible, and editor friendly
Support interactive elements without trapping the content team in rigid templates

What success looked like

A clearer structure that helps users find products by procedure and application
Consistent page patterns that scale across new content
A content model that matches how the organization thinks and publishes
A frontend built for speed, accessibility, and future enhancements

What We Did

Core services delivered

Information Architecture
Content Modeling
Website Design
Sanity COS Development
Gatsby JS Frontend Development

Supporting services that made the build smoother

Wireframes and page layout planning
Component system design for scalable page building
Content entry workflows and editor experience improvements
Performance focused implementation and QA

Discovery, Strategy, and Planning

Even when a project is heavily design and development focused, the best outcomes come from early clarity. We aligned with the SeaSpine team on audience needs, content goals, and how the product and procedure story should be told.

We approached discovery with a practical lens:

What are users trying to accomplish in their first 30 seconds on a page?
Which pages need to work hardest for product comprehension?
Where should the content team have freedom, and where should guardrails exist?

This strategy phase informed both design decisions and the COS architecture so that the platform could scale without losing consistency.

Information Architecture

A fast growing company can end up with content that is technically “there” but hard to navigate. SeaSpine had multiple product lines and relationships between products, procedures, and supporting information. We needed a structure that served clinicians who browse quickly and patients who need clarity.

IA principles we used

Start with user intent, not internal org charts
Reduce clicks to core product answers
Keep navigation consistent across sections
Build repeatable page patterns that do not break as content expands

Key IA deliverables

Updated site map and page hierarchy
Page types for products, procedures, and supporting content
Navigation patterns that scale across future categories
Clear content relationships for cross linking and discovery

Example of scalable content relationships

Products connect to procedures
Procedures connect to product families
Supporting content connects to both and provides context

This structure allowed SeaSpine to tell a cohesive story without duplicating content across dozens of pages.

Wireframes and UX Layout Planning

Wireframes were where complexity became simple.

To understand all product lines and intended interactions across each procedure, we planned page layouts with clarity and consistency in mind. Working closely with the SeaSpine team, we refined the content structure so pages were easy to navigate and easy to digest.

What the wireframing phase solved

Clarified what content belongs on each page type
Defined what should be consistent across the site
Identified where interactive elements would provide real value
Reduced the chance of redesign churn later in development

Wireframe outputs included

Product page templates
Procedure and application page templates
Content heavy page layouts for educational material
Navigation and cross link patterns that keep users oriented

Wireframes also became the blueprint for the COS component system, which made the build faster and more reliable.

Concepting and Website Design

After wireframes, we moved into concepting and design direction. The goal was to elevate the brand presence from a startup feel to a modern corporate healthcare leader, without losing approachability.

Design goals

Create confidence and clarity through typography and layout
Use visual hierarchy to support scanning
Build a UI system that can scale as content expands
Maintain an aesthetic appropriate for medical and surgical audiences

Design deliverables

Multiple design directions and concept comps
A reusable UI and component system
Page level designs for key templates
Responsive behavior planning for mobile and tablet users

In medical device web design, credibility matters. We prioritized clean structure, strong readability, and consistent patterns to help users trust the content and find what they need quickly.

Sanity Headless Content Operating System Development

A major transformation in this project was moving away from a difficult-to-update and difficult-to-maintain website setup, and into a modern headless COS that supports rapid updates.

We chose Sanity because it excels at structured content, customizable editorial workflows, and flexible frontends. It also enables teams to publish content in ways that match how their business operates, rather than forcing everything into one rigid page builder.

Why a headless COS was the right fit

Backend content management can evolve independently of the frontend
Structured content supports reuse, relationships, and consistency
Editors can manage complex content without developer bottlenecks
The frontend can be optimized for speed and interaction

Content modeling and hierarchy

We developed a content model and hierarchy that structured the data in a way that mirrored SeaSpine’s product and procedure ecosystem. This included defining:

Document types and fields for products, procedures, and supporting content
Relationships that enable cross referencing and discovery
Editorial constraints that reduce publishing errors
Componentized content modules that can be reused across pages

Custom COS interfaces

Sanity becomes significantly more powerful when the editing experience is designed thoughtfully. We built custom interfaces that improved content editing and website updates so internal teams could confidently publish changes.

COS improvements included

Clear field grouping and labeling
Conditional fields where appropriate
Editor friendly previews for confidence before publishing
Structured inputs that reduce inconsistency across pages

This gave SeaSpine the ability to add content that remains consistent in style and structure while still providing flexibility.

Gatsby JS Frontend Development

With content management in place, the next step was delivering a fast, flexible frontend that could support interactive elements and a modern user experience.

We implemented a Gatsby JS frontend that:

Loads quickly and feels responsive
Supports modular content from the COS
Enables interactive components that bring complex product content to life
Maintains strong SEO fundamentals for discoverability

Why Gatsby for this project

Strong performance foundations
Great developer ergonomics for component systems
Flexible integration with headless COS platforms like Sanity
Predictable build and deploy workflows for stable releases

Interactive elements and modular content

A key objective was supporting interactive elements, such as a spinal image and related products, while keeping the system scalable. Instead of hard coding one off experiences, we built modular patterns that can be reused and expanded.

This approach makes it easier to add new product content without requiring rebuilds of page logic every time the catalog grows.

Our Implementation Process

A modern web build only stays “modern” if it is maintainable. Our process is designed to support long term value, not just a strong launch day.

Step by step workflow

Align on user needs, content goals, and measurable outcomes
Build a scalable information architecture and site map
Wireframe key templates and page types
Establish design direction and component system
Build the COS content model and editorial workflows
Implement the frontend and connect structured content
QA for responsiveness, accessibility, and performance
Prepare launch, documentation, and content team handoff

Quality checks we prioritize

Responsive layout behavior across device sizes
Page speed and performance optimization
Accessibility checks for usability and compliance
COS validation to reduce publishing errors
Content migration planning where applicable

Results and Long Term Benefits

This website redesign and rebuild delivered more than a refreshed look. It created an operational foundation that makes future growth easier.

Improvements delivered

A clearer and more intuitive website structure
A design system that elevates brand credibility
A modern editor experience in Sanity that supports rapid publishing
A fast Gatsby frontend that supports interactive content and scalability
A platform that is easier to maintain over time

Business value

Reduced friction for internal teams updating the website
Better organization of product and procedure content
Stronger user experience for clinicians, patients, and applicants
A stack that supports ongoing optimization, iteration, and growth

Technology Stack Summary

COS and content platform

Sanity COS
Structured content modeling
Custom editorial interfaces

Frontend

Gatsby JS
Modular component system
COS driven page composition

Design and UX

Wireframes and template planning
Scalable UI system design
Responsive design strategy

How This Relates to Local SEO and Web Builds in Minnesota

While SeaSpine is a national brand, this project reflects the same approach we bring to businesses across Minnesota. 3200 Creative is based in Woodbury, and we build modern websites for organizations across the Twin Cities, including St. Paul and Minneapolis.

If you are looking for a local partner who can handle strategy, design, and development, this case study highlights several strengths that apply directly to Minnesota businesses:

Clear information architecture that supports real user behavior
Structured COS builds that reduce maintenance friction
Modern web development for performance and SEO readiness
Scalable component systems that support long term growth

Services You Can Expect From 3200 Creative

For medical, healthcare, and B2B websites

Website strategy and information architecture
Headless COS development and content modeling
Custom website design and UX
Frontend development with modern frameworks
Performance optimization and technical SEO foundations

For organizations in the Twin Cities and beyond

Website redesigns and replatforming
COS migrations and structured content systems
Ongoing support and iterative improvements
Content operations support for scaling publishing workflows

Next Steps

If you are a company in Woodbury, the Twin Cities, or anywhere in Minnesota and you need a website that is modern, fast, and easy to maintain, we can help you build a platform that supports your next stage of growth.

A good fit for this approach

Companies with complex offerings, product catalogs, or service lines
Organizations that publish frequently and need editor friendly workflows
Teams that want a modern UX without sacrificing SEO fundamentals
Brands ready to move to a scalable COS and component based frontend

Typical engagement flow

Discovery and planning
IA and wireframes
Design direction and component system
COS development and content modeling
Frontend implementation and QA
Launch and ongoing support

Woodbury Minnesota Website Design, Development, and Engineering

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