FindDoc introduced the video consultation (VC) service during the epidemic outbreak, allowing patients to receive medical care such as diagnosis, medicine, and COVID-19 testing from the comfort of their own homes. The service’s landing page had been live for two months, but there were signs that few people were making appointments or viewing the page. FindDoc needed a quick and straightforward solution to make the service more trustworthy and increase engagement. They needed to maintain ongoing collaboration and promotion to fix the situation.
Project Goals
Goal 1: Restructure the landing page’s content to help visitors understand the service before beginning the appointment process.
Goal 2: Analyse, write, and design the missing elements to evaluate the complexity and work involved.
Constraints
The page was long and difficult to navigate due to the long list of time slots and infinite scrolling. We haven’t changed anything this time, but the new content and sections will make navigating even more difficult.
Design Audit and Content Analysis
For Hong Kong people, video consultation is undoubtedly new, and customers may have various questions. The landing page provided only an icon flowchart, a FAQ at the bottom, and a “Learn More” button at the top that directed users to an outdated news article.
According to Hotjar, many rage clicks indicate that visitors have given up scrolling after failing to locate helpful information about their concerns.
To address these concerns, I’ve outlined the following sections:
- A brief introduction
- Benefits of video consulting
- The more detailed flowchart
- Affiliation of doctors
- Semantic headings and metadata for SEO
- New tracking requirement
- Last but not least, a complete translation
Content Research and Copywriting
I reviewed previous press releases, media coverage, social media posts, and articles. I then examined doctors’ and medical groups’ perspectives to identify advantages, terminology, and commonly used search keywords in the market. This enabled me to create persuasive and SEO-friendly copy for the new content.
Hero Banner – Replaced with Succinct Copies
Since the pandemic slowed, we revised our slogan to target general patients instead of focusing on the COVID-19 test. To make it more appealing and emphasize the speed and efficiency of VC, we changed the copy to a more casual style, e.g. “一剔過” (traditional) and “一点通” (simplified). We replaced the “Learn More” button with a three-point summary. To describe it, I tried a three-column icon-text layout, but we opted for a more succinct version to avoid making the page too long.
How It Works – Filling The Missing Piece
The flowchart outlines the key steps of the VC and COVID-19 testing process for new customers. Both services offer remote diagnosis, but the COVID-19 test has more steps. On mobile, we replaced the flowchart with a readable, numbered list with two tabs to switch between services.
Secondary Navigation
The extra content made the page longer, requiring more scrolling to reach the doctor list. On mobile, this was even worse. To solve this, I designed a secondary navigation bar that lists all the page’s sections and is more visible. This allows visitors to navigate different areas and easily spot the prominent “Book Now” button. On mobile, the rest of the navigation items are compressed to make room for the main content. The only downside is that the navigation bar was filled with additional bars and overlays, leaving less space for the main content.
COVID-19 Notice
The COVID-19 test is only available during the pandemic outbreak. Therefore, we showed it as a special notice to catch people’s attention while not mixing up with the general VC.
Media logos
To improve the service’s credibility, I included a few more logos and the caption “Media Coverage” (傳媒報導).
Join Us
What if doctors or medical groups want to provide video consultations via FindDoc? They can find relevant information here.
Results
According to Google and Hotjar data, the bounce rate decreased slightly after two weeks, and visitors spent more time reading the content below the fold. However, the time slot buttons are overly large (low data-ink ratio), and the website can only display one doctor per scroll, significantly reducing the page’s interactivity and readability.
-21.63%
Desktop bounce rate
-18.98%
Mobile bounce rate
+1 min
Desktop session period
+2.2 min
Mobile session period
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| 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) |
Constance Tang 