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MDAnet is a subsidiary of Magen David Adom (MDA) that developed an AI-powered emergency resource management system. The technology draws on over 90 years of MDA's operational experience in Israel, adapted for governments, airlines, shipping companies, and large organizations worldwide. Deals in this space are measured in hundreds of millions of dollars.
The marketing company that acquired the rights to distribute the product approached us with a clear mission: build a digital presence that matches the caliber of the product and the audience it targets. Not a standard corporate website, but a digital sales tool that senior executives receive before a physical meeting, explore in depth, and use to understand exactly what the system does and why it's relevant to their organization.
We carried out a full UX strategy and website development process end to end - from understanding the unique sales cycle to building a user experience tailored to the most specific target audience we've ever worked with.
The project focused on promoting a specific initiative for overseas marketing, and the DuoDiv team worked closely with us to understand the unique needs of the campaign and our international target audience. They were professional, attentive, and full of initiative, delivering an advanced website that significantly elevated the project's digital presence. The site was intuitive, fast, and fully responsive, and received excellent feedback from users. DuoDiv's service exceeded our expectations, and I highly recommend them to any organization looking for quality digital solutions!
The person visiting this website is not a typical internet user. MDAnet's sales process works like this: the sales team reaches out directly to a senior executive - a VP at an airline, a department head in a government agency, or a COO at a global shipping company. If the topic interests them, they pass the task to another senior member of their team with a simple directive: "Look into this company and see if it's relevant to us."
What this means for user experience design is that the person landing on the website is a senior executive themselves, arriving with a specific task from their superior, and with an exceptionally high patience threshold - they're there to research and understand, not to scan and leave. That's a rare opportunity in the digital world, one that allowed us to build pages with in-depth, detailed content that simply wouldn't work on a typical website.
But even with a patient audience, you need to maintain rhythm. Long stretches of text, however compelling, start to feel heavy. That's why we integrated dynamic elements and scroll-triggered animations throughout the site that break the reading flow at just the right moment - keeping the experience alive and engaging rather than feeling like a long PDF document.
When your audience is governments and enterprise organizations, the copy has to strike a precise tone - professional but not overly technical, authoritative but not presumptuous. For this project we brought in Gili Brenner, a copywriter and screenwriter with unique expertise in writing English for B2G (Business to Government) audiences. Gili coaches Israeli government ministers on public speaking in English and writes their speeches - exactly the level we needed for a website addressing decision-makers at the highest levels.
Visually, we built the site around a central motif of connectivity - the idea that MDAnet's system connects resources, information, and people in real time. This motif appears right from the homepage opening with a sophisticated Lottie animation, and recurs in different forms throughout the entire site. The result is a consistent visual language that communicates the product's core concept without a single word.
The design itself is clean and spacious - deliberately so. This audience is accustomed to high-end materials and won't be impressed by a cluttered website. Every element is measured and intentional, creating a sense of credibility, innovation, and control - exactly what you want to feel when you're considering a deal worth hundreds of millions of dollars.
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The MDAnet website wasn't built to generate leads. The CEO of an airline doesn't fill out a "Contact Us" form and wait for a callback. This website serves a different purpose entirely: to function as a digital sales presentation that the MDAnet team sends to a potential client before a physical meeting. An integral part of a sales cycle that can take months or even years, as is common for products of this scale.
The process involved approvals from multiple management levels - from the marketing company's team, through MDAnet's management, all the way up to Magen David Adom's senior leadership. Despite this complexity, the entire process went smoothly and we received positive feedback from every level involved in the project.
The end result is a website that combines deep, professional content with an advanced visual experience. When a senior visitor enters the site, they understand within minutes what MDAnet does, why it's relevant to their organization, and how the system works - without any drop in engagement along the way.
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