FindDoc is a Hong Kong health platform that connects patients with doctors across a wide range of specialties. Despite strong content, the site struggled with high bounce rates and low bookings—especially during search.
The goal was clear: make finding and booking a doctor fast, simple and stress-free.
The Challenge
Data and stakeholder interviews revealed a few core issues:
- Navigation and search were confusing.
- Information was cluttered and hard to compare.
- Too many visitors dropped off before booking, showing friction from search to appointment.
As Product Design Lead, I led a redesign to create a smoother, more intuitive search journey—one that served both users and business goals.
Research & Insights
I grounded every decision in data and research:
- Stakeholder workshops to align on goals, constraints and priorities.
- Website analytics showing high exits in search and low booking conversion.
- Heatmaps revealing confusion around search filters and information overload.
- Personas to clarify user needs and pain points.
- Effort-Impact and SWOT analyses to prioritise what mattered most.
Key insights:
- Users wanted speed and clarity. They tend to find doctors by speciality or name.
- Too much info and choice were slowing them down.
Design Solution
1. Information Architecture Refresh
I restructured the homepage to put search front and centre. A portal-style layout highlighted key services with a clear hierarchy, guiding users naturally toward action.
2. Search, Simplified
- Added a prominent keyword search (name or specialty) with typeahead suggestions.
- Surfaced popular specialties for quick access.
- Simplified filters and grouped results by relevance.
Finding the right doctor became quicker and more intuitive.
3. Simplifying Booking Flow
- Centralised doctor listings in search results to show more options per page.
- Remove time slots selection from the initial search, deferring it in the flow to reduce cognitive load.
- 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.
→ Confirmed that users preferred learning before committing.
- Session duration +3 seconds
- Bounce rate −2.9%.
- Doctor profile conversions +5.6%
Deployment after two weeks
- Bounce rate −19% (55.2% → 44.97%)
- Exit rate −37% (39.85% → 24.97%)
- Doctor profile views from buttons:
- 77% via “View Doctor” button
- 23% via “Book Doctor” button
- This validates users chose to view profiles first.
4. Clear Navigation
Breadcrumbs and a cleaner menu helped users stay oriented and move confidently through the site.
5. Content & SEO Optimisation
- Improved above-the-fold content to drive engagement
- Introduced disease-based categories to match search behaviour.
- Applifed semantic headings, schema and targeted keywords
These changes helped FindDoc rank in the top 3 Google organic results.
Results
The redesign delivered a strong, measurable gains:
- 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%
Learnings & What’s Next
This project reinforced how powerful data-led, iterative design can be. By simplifying decisions and surfacing what users actually care about, we unlocked both usability and growth.
Next Steps
- Continuous user feedback for ongoing optimisation
- Deeper integration with other health apps
- Behaviour-based personalisation to guide discovery
| My Role | Product Design Lead |
| Platform | Desktop & Mobile Web |
| Responsibilities | UX Research Responsive Design Copywriting SEO Analytics Multilingual Content |
