Project Objective
To modernize a website that provides reliable medical information and allows users to book online consultations. The primary goals were to increase user trust, simplify content discovery, and make the appointment process as clear and fast as possible.
Challenges
Before the redesign, the website faced several issues that limited its effectiveness:
- Low trust levels: Outdated design and complex site structure reduced the perception of the platform as a credible medical source
- Confusing navigation: Users struggled to find relevant articles by disease, symptoms, or category
- Complicated booking flow: The consultation form was cluttered, causing users to drop off during the booking process
- Lack of mobile responsiveness: The site performed poorly on smartphones — a major issue for the target audience
Delivered Solutions
User Experience and Structural Analysis
We conducted a behavioral audit, heatmap analysis, and interviews with patients and doctors. This helped identify key pain points and clarify the primary tasks users wanted to accomplish.
New Logic and Prototyping
We developed user journeys for key personas — content readers and patients booking appointments. Prototypes were created for all core pages: homepage, medical specialties, article categories, individual articles, drug catalog, appointment form, and personal account.
Redesign and Responsive Layout
The new visual design reflected a modern, clean, and professional aesthetic — aligned with best practices for healthcare and pharmaceutical brands. We focused on readability, intuitive navigation, and easy access to key actions such as “Find an article,” “Book a consultation,” and “View doctors.” The site was fully adapted for smartphones and tablets.
Technical Implementation and Integrations
The site was rebuilt on a modern CMS with full SEO and scalability support. Features included smart search, filtering by specialty and content type, and integrations with the booking system, CRM, and analytics platforms.
Testing and Launch
We conducted usability testing and A/B testing of the booking form, gathered feedback from users, and applied final refinements.
Results
- +72% increase in online consultation bookings
- 2.5x growth in average time spent on site thanks to a cleaner structure and recommended articles system
- 43% drop in bounce rate, especially on mobile devices
- +37% in SEO traffic due to faster load speeds, cleaner architecture, and improved internal linking
- Higher trust in the platform, as confirmed in post-launch user surveys
Conclusion
The redesign marked a transformation of the site — from a basic information hub into a fully functional digital platform for patient support. Simplified UX, improved structure, and deep system integration enhanced both user satisfaction and commercial outcomes.
Why It Worked
We didn’t just change the look — we deeply understood the behavior and needs of a medical audience. Close collaboration with doctors helped us create a platform that is alive, helpful, and genuinely user-centric.
