During the COVID-19 pandemic, FindDoc launched video consultations (VCs) to enable remote healthcare access. However, the original landing page did not communicate the value of this service, resulting in user confusion, low engagement and high drop-off rates.
Problem
- Lack of clear communication: The landing page did not clearly explain the benefits or process of video consultations.
- Outdated content: FAQs and supporting content reduced trust.
- Cumbersome booking process: The interface required users to scroll through lengthy lists, causing frustration.
- High drop-off rates: Heatmap analytics revealed frequent rage clicks and session abandonment.
Research
I conducted a design audit and analysed user behaviour using Google Analytics and Hotjar. Key findings included:
- Essential information was difficult to find, leading to user drop-off.
- Users struggled with excessive scrolling when booking appointments.
- FAQs did not address current user concerns.
Additionally, I reviewed competitor offerings, press releases and medical expert commentary to inform the content strategy and improve SEO.
Design Process
1. Hero Banner Redesign
- Developed localised messaging in Traditional and Simplified Chinese to emphasise speed and convenience:
- Traditional Chinese: “一剔過”
- Simplified Chinese: “一点通”
- Replaced the generic CTA “Learn More” with a concise summary of VC benefits.
- Updated the visual design for a modern, trustworthy appearance.
2. Process Visualisation
- Created an interactive flowchart for desktop users and a tabbed, step-by-step guide for mobile.
- Clarified the difference between COVID-19 testing and video consultation processes.
3. Improved Secondary Navigation
- Introduced a sticky navigation bar for quick access to key sections.
- Added a persistent “Book Now” button to increase conversion.
- Highlighted doctor affiliations and media endorsements to build trust.
COVID-19 Notice – Users informed about testing availability.
Highlighted media mentions & expert endorsements to reinforce credibility.
Introduced doctor affiliation details to build trust.
4. Content Optimisation
- Expanded and updated FAQs based on user needs.
- Improved SEO through targeted headings and metadata.
- Implemented new analytics to track engagement post-launch.
Results
The redesign led to significant improvements in engagement and conversion metrics:
-21.63%
Desktop bounce rate
-18.98%
Mobile bounce rate
+1 min
Desktop session period
+2.2 min
Mobile session period
The redesign improved user understanding, reduced friction in booking and enhanced overall engagement, making remote healthcare more accessible for patients.
| Company | FindDoc |
| My Role | Product Design Lead |
| Platform | Website |
| Responsibilities | Content analysis and research Responsive website design and prototyping Editorial writing and copywriting SEO writing Analytic tracking Translation (Traditional Chinese, Simplified Chinese and English) |
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