The Doctor's Method, a private medical clinic offering a wide range of services, tasked me with redesigning their website. The new design needed to clearly communicate their services, incorporate information about over 150 medical treatments, and offer the flexibility to create diverse templates using carefully constructed components. I also actively contributed to the brand design, consulting on logo typography, brand colours and website brand guidelines. The project ran for 12-months.
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As the UI/UX lead, I facilitated market research, user storyboarding, and wireframing to provide the practice with a fully functioning Figma prototype. I also provided a detailed overview of the site's database architecture. Later, I was tasked with the website's development, which I handled through WebFlow. The project has been completed, and now a specialist communications company, alongside their employers, is focusing on creating written content for specific pages for each treatment.
Through continuous conversations with the medical professionals and the practice owner, it became clear that their expertise was not adequately represented on their existing website. The user experience was poor, and visitors struggled to quickly understand the services offered, impacting brand value and sales. Our objective was to make it easy for customers to understand the value provided by the medical practice, while also making it easy for employees to update and create new treatment pages.
The previous website's structure made it challenging for employees to update service-related content. The limited design flexibility constrained the content, making it difficult for employees to incrementally push updates and optimise service page layouts.
After conducting several tests, I noticed that certain tasks were taking a long time to complete, negatively affecting the user experience. Furthermore, specific design decisions resulted in inconsistencies and errors, which tarnished the brand's representation.
A variety of factors, including brand communication and design choices on the previous website, indicated a misalignment between the brand's identity and market perception. I made deliberate decisions to realign the brand to help get closer to the company's vision for it.
As the design lead for this project, I aimed to create a seamless user experience on the website that best represented the brand and its values. I centered the design on users to assure them that experts are available to help with their specific healthcare conditions.
February 2023 - February 2024
Given that the company already has a portfolio of clients, I based our personas directly on this existing database. It was clear from the outset that the company provides a luxury service, so we had to align with customers who both understood the value of the treatments and could consistently afford them. We needed answers to the following questions:
- How do users make decisions about dealing with their specific healthcare conditions and concerns?
- How are our existing competitors attracting customers?
- How best can we represent the brand to ensure that we are in line with the company's positioning?
Claudia is a management consultant working in the heart of London. She is looking for a trusted medical professional to help her with her long-standing Eczema condition.
As a management consultant, her role is client-facing, meaning that she is looking for flare-up-free skin to maintain her confidence at work.
The skin condition is an important concern for Claudia, and often means that she spends a lot of money trying different products to get the best result. The right practitioner with the right advice would be welcome.
Frustration stems from having gone to public practitioners and being told that there is no cure for the condition. She needs a specialist to help her with her specific condition, along with the reassurance that the condition is manageable.
Claudia is friendly, focused, and direct. She dislikes wasting time and making incorrect decisions. However, she often finds decision-making challenging and is greatly influenced by her reading and conversations.
Claudia is well-versed in technology. She currently uses the latest Microsoft Surface Studio 2 Laptop for her personal activities and has access to an iPhone 15. She also has a Dell 14-inch work laptop that she uses on a regular basis.
Claudia prefers simple colours, elegant design, and clarity over bold and over-stimulating aesthetics. She has a strong interest in architecture, which in turn shapes where she likes to shop, drink, and eat.
Troy is a Tax consultant who often finds himself near Central London. He is currently looking for a dental practitioner to help him with a specific problem.
As a child, Troy needed braces to align his teeth. He was given retainers, which he wore for an extended period. Recently, he stopped wearing them at night, causing his teeth to shift. He is finding it difficult to wear his retainers as usual and needs professional advice. His teeth have begun to shift.
Troy is someone who is extremely short on time, and despite it being a priority, he will not book an appointment if it's not easy and convenient for him to do so. Therefore, the practice he chooses needs to understand his specific needs quickly and should be able to work around his schedule.
Troy is frustrated because he's unsure about the service he needs. He keeps encountering information about Invisalign, which is known to be quite expensive. While he doesn't mind choosing this service if it's the most appropriate, he desires a clear diagnosis of his problem and the most efficient, cost-effective solution.
Troy is confident, analytical, and stern. He always weighs the options and tries his best to pick the best one. Cost is always factored into his decisions, and he is quite risk-averse when it comes to spending. He also wants to know that he has always gotten the best out of a negotiation.
Troy, despite being a young male, does not take a huge interest in technology. He uses a simple Lenovo laptop and an older-generation iPhone. He sees technology as a distraction and has recently deactivated many social media accounts, apart from LinkedIn.
Troy is attracted to bold colours, clear messages, and imagery that accurately reflects the treatment environment. He seeks proof of value, so client testimonials and before-and-after images would influence his choices. Since he isn't a creative type, he finds it challenging to visualise text-based statements.
Monica is a former lawyer and is looking for an aesthetician to help her with common skin concerns that occur with aging.
Monica has led a stressful life, which has resulted in instances where she hasn't taken care of her skin health. Stress and inconsistent care have led to the development of sun spots, dry skin, and hyperpigmentation in areas of her wrist. She wants to address these concerns to increase her confidence.
Since Monica has more time, she is happy to spend it on making her decision. Her main reason for selecting a company is the relationship she has with the practitioners. She values customer service and appreciates when she is rewarded for her loyalty. From time to time, she prefers to receive preferential treatment and loves hearing about offers that may not be available to all other customers.
Her current frustrations lie within the concerns themselves. She wishes, in hindsight, that she had addressed these issues at an earlier stage of her life but is optimistic that these concerns can be treated. Her previous practice failed to generate a lasting rapport with her, which has left her feeling unsatisfied. She is looking for a practitioner who understands her problems and is willing to take the time to listen to these while offering the best support.
Monica is friendly, approachable, and full of energy. She values conversation, so she is a great listener. However, given the opportunity, she will speak for hours on a broad range of subjects. She tends to take things personally and has no problem stating her opinion if she feels that ethics have been compromised.
Monica avoids technology at all costs. She has a desktop computer that she uses to browse websites, but other than that, she uses a low-spec Android phone and has no social media accounts. She has never taken an interest in it and prefers picking up the phone to have a conversation.
Simple design, large fonts, and clear messaging appeal to Monica. Having recently had cataract surgery, she finds it hard to read small fonts without her reading glasses. She also finds bold colours distracting and overwhelming.
Thinks
"Why do I have to have this condition?"
"I'm spending too much money on creams and lotions, yet the condition isn't really managed."
"I think people judge me when my skin flares up."
Does
She starts looking for professional skincare experts who could help her with this specific problem. She also begins to read more about the condition, trying to understand the specific factors that cause it and how it can be better managed. Content that explains the condition and how it can be treated, coupled with client testimonials, could lead Claudia to book a consultation with the team at The Doctor's Method.
Says
"My eczema is becoming more difficult to manage; I should go and see a specialist."
"I wonder if there is a clinic that I can visit near the London branch of my office."
"I would rather find someone who can really help me than waste time and aggravate my condition."
Feels
Claudia is conscious about her condition and understands that stress can be a huge factor in triggering it and making it worse. She wants to feel reassured about her treatment and wants to see results as it impacts her confidence.
Thinks
"I should have just worn them."
"What treatment do I even need to get these retainers to work as they did before?”
“I keep seeing advertisements for Invisalign. Could this be the treatment I need? It does seem quite costly! I should ask a medical professional for advice."
Does
As Troy likes to analyse all his options, he creates a list to help him filter through his options. He is finding it hard to find a specific practitioner that understands his specific edge case. He finds an article on The Doctor's Method, written by a dental practitioner on the importance of wearing retainers and what can be done if your teeth have shifted. This added sense of clarity gives Troy the confidence to book an appointment.
Says
"I'm finding it hard to chew; there is some discomfort around my gums."
"I can notice a gap in my teeth that wasn't there before."
"My top retainers are not fitting into my mouth."
"My bottom retainers fit but leave my teeth feeling extremely sore after an hour of wear."
Feels
Troy is feeling frustrated at himself as he knows that this could have been prevented if he had worn his retainers regularly as advised. He is also surpised that this had happened as he had spent many years prior wearing braces, he assumed that any changes to his teeth shouldn't have been this dramatic in a short space of time.
Thinks
"I need to change from my current skincare aesthetician, I don't feel that I am being listened to."
"I would like to have someone that can break down my problems in a way in which I can clearly understand."
"It would be great to be able to purchase the skincare products I need from the clinician too."
Does
Monica asks her friends if there are any clinicians they can recommend to her. She finds out about The Doctor's Method, which leads her to the website. After seeing the videos, testimonials, and breakdown of each clinician, she picks up the phone and books an appointment.
Says
"I would like to explore skincare treatments that help with my growing concerns about aging."
"It would be nice to find a practitioner who truly understands my specific problems."
"I do sometimes wonder if I should have taken better care of my skin in the past, but I'm sure there are treatments that will help me now."
Feels
Darren has been running a business for many years, developing patience and empathy along the way. However, he has grown accustomed to the status quo, and the rising costs and endless task lists necessary for action completion have left him slightly frustrated. This frustration, combined with his innate problem-solving abilities, is prompting him to seek viable solutions.
We used wireframing to build out low-fidelity designs to iterate specific screens that correlated to our research. We also spent time deconstructing the ways in which our competitors had leveraged UX, to create an experience that fit the market expectations.
We designed high-fidelity versions of the components we would be using, alongside possible mockups of how specific pages for treatments could be utilised. When translating the design from Figma to WebFlow we enabled filters and toggled that allowed the employees to use these components to build their own templates for the product pages.
We took extra care, choosing the right colour palette and typeface, to create a design that was in line with the brand and how they wanted to be perceived.
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