Is it just a website? Or the start of a whole new digital strategy?

Medical carts are a niche category, and for years it depended on personal connections at conferences and trade fairs. After a pandemic put all that on hold, Modo Carts saw an opportunity to redesign their website to bring that kind of personal connection online, and came to Ziba to help. But there’s a big underlying challenge: how do you get customers excited and engaged about a product they’d rather ignore?

The project hinged on tight collaborations, between Ziba and Moda’s internal team, and between copy, image, and user experience design. Together, the teams realized that Modo had an opportunity to transform how they engaged digitally with current and potential customers—not just through the website, but through video, social media, and email. This drove the creation of a richer but more streamlined site, where customers investigate Modo’s approach and design process on their terms, instead of just seeing a portfolio of past work.

The new modocarts.com is unlike anything else in the medical cart category. It leads with purpose—to support medical professionals and improve healthcare—then invites visitors to learn about Modo’s unique research, design, and build capabilities. By putting control in customers’ hands, the site supports repeated visits and random exploration, which research showed was the most common kind of engagement. The result is a shift from digital storefront to digital ecosystem, and the ability for customers to analyze Modo before they initiate contact, building trust and driving new business.