FindDoc introduced the video consultation (VC) service throughout the epidemic outbreak. Patients can receive medical care such as diagnosis, medicine, and COVID-19 testing in 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. It’s because the page lacked sufficient information to make the service more trustworthy. Therefore, FindDoc needed a quick and straightforward solution to fix the situation while maintaining ongoing collaboration and promotion.
Project Goals
Goal 1: Restructure the content of the landing page to help visitors understand the service before starting the appointment.
Goal 2: Evaluate the complexity and work involved in generating the missing elements by analysing, writing, and designing them.
Constraints
Due to the long list of time slots and infinite scrolling, the page was lengthy and impossible to reach the content beneath. While it should not function that way, we haven’t changed anything this time. The new content and sections will lengthen the website even more, making navigating difficult.
Design Audit and Content Analysis
For Hong Kong people, video consultation is unquestionably new, and customers may have a variety of concerns about it. The landing page, on the other hand, provided just an icon flowchart, a FAQ at the bottom, and a “Learn More” button at the top that directed users to a long, out-of-date news article.
According to Hotjar, many rage clicks indicate that visitors have given up scrolling after failing to locate useful information relating to 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 began by reviewing previous press releases, media coverage, social media posts, and articles. Then I looked at doctors’ and medical group’ perspectives to sort out advantages, terminology, and commonly used search keywords in the market, which helped me develop persuasive and SEO-friendly copy for the new content.
Hero Banner – Replaced with Succinct Copies
Since the pandemic was slowing down, we tweaked the slogan to target general patients over the COVID-19 test. To make it more appealing and demonstrate how fast and efficient VC is, the copies are changed into little slangy, e.g. “一剔過” (traditional) and “一点通” (simplified).
The “Learn More” button directed visitors to a lengthy press article, so we replaced it with a three-point summary. To describe it, I tried a three-column icon-text layout, but we settled on a more succinct and short version so that the page wouldn’t be too long.
How It Works – Filling The Missing Piece
The flowchart describes the most important aspect that new customers may be looking for: the general VC and COVID-19 test process. Both feature remote diagnosis, but the test has more steps. On mobile, we replaced it into a readable, numbered list with two tabs switching between services.
Secondary Navigation
The extra content lengthens the page and requires more scrolling to get to the doctor list. On mobile, the situation is even worse. As a result, I designed a secondary navigation bar that lists all of the page’s sections and is more visible. Visitors can navigate to different areas and notice the prominent “Book Now” button anywhere. The same method is used on mobile by compressing the rest of the navigational items. The only drawback is that the navigation bar was stacked with additional bars and overlays, leaving less room 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 consultation via FindDoc? They could find relevant information here.
Results
According to Google and Hotjar data, the bounce rate reduced slightly after two weeks, and visitors spent more time reading the content below the fold. The time slot buttons, but at the other hand, are excessively large (low data-ink ratio), and the website can only display one doctor each scroll, which has a significant impact on 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) |
