FindDoc is a Hong Kong health platform connecting patients with healthcare providers. Despite a wide range of doctors and specialities, the site suffered from high bounce rates and low engagement, particularly in search and booking.
We redesigned the search experience to improve discoverability, streamline booking and boost search ranking.
Problem
User analytics and stakeholder interviews revealed key issues:
- Users struggled to due to complicated navigation and unclear search.
- Cluttered information architecture made comparison and actions difficult.
- Many visitors left without booking, showing friction from search to appointment.
As Lead UX Designer, I led a redesign to create a seamless, intuitive search experience that made finding doctors easier, increased patient engagement and aligned with business goals.
Research
To understand needs, I conducted:
- Stakeholder workshops to align goals and constraints.
- Website analytics shows high exits on search result and low booking conversion.
- Heatmap analysis highlighting confusion around search filters and information overload.
- User personas to define needs and pain points.
- Effort-Impact Matrix and SWOT to prioritise solutions.
Key insights:
- Users wanted a simple, fast way to find doctors by speciality or name.
- Too much info and too many choices lead to decision fatigue.
Design Progress
1. Information Architecture Overhaul
I mapped the flow and restructured the homepage to prioritise search. A portal-style layout surfaced main services, with clear hierarchy guiding users to key actions.
2. Search Function Redesign
- Added prominent keyword search (name or specialty) with typeahead suggestions.
- Highlighted popular specialties for quick access.
- Simplified filters and grouped results by relevance.
3. Simplifying Booking Flow
- Centralised doctor listings in search results to show more per page.
- Removing time slots selection from initial search, deferring it in the flow.
- Added clear CTAs like “Book Now” and “View Profile” to reduce hesitation.
Time Slot Removal A/B Test
Hypothesis: Removing time slots would simplify the interface, reduce cognitive load and boost engagement.
- Session duration increased by 3 seconds.
- Bounce rate decreased by 2.9%.
- Doctor profile conversions increased by 5.6%.
Post-Deployment after two weeks
- Bounce rate decreased by 19% (55.2% → 44.97%)
- Exit rate decreased by 37% (39.85% → 24.97%)
- Doctor profile views from buttons:
- 77% via “View Doctor” button
- 23% via “Book Doctor” button
- This confirmed users prefer viewing profiles before booking, validating the separation of actions.
4. Navigation Enhancements
We added breadcrumbs and streamlined the menu for better orientation.
5. Content and SEO Optimisation
- Optimised above-the-fold space to drive engagement.
- Introduced disease-based categorisation to match search behaviour.
- Implemented semantic headings, schema and targeted keywords helping FindDoc rank in the top 3 positions on Google organic search.
Results
The redesign delivered measurable improvements in engagement and conversions:
- Engagement: Session duration increased:
- Desktop: 4’31” → 5’46”
- Mobile: 3’08” → 3’12”
- Retention: Bounce rate reduced:
- Desktop: 37% → 29%
- Mobile: 44% → 40%
- Conversion: Appointment bookings rose by 70%
Insights and Next Steps
This project reinforced the value of grounding design decision in data and iterative testing. By focusing on simplifying the user journey and surfacing relevant information, we significantly improved engagement and conversions.
Next Steps
- Implement continuous feedback mechanisms for ongoing optimisation.
- Expand integration with other health apps for a more seamless user experience.
- Develop personalisation recommendations based on user behaviour.
| My Role | Product Design Lead |
| Platform | Desktop and mobile web |
| 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) |
