FindDoc, a healthcare platform connecting patients with healthcare professionals. The platform faced challenges with cluttered information architecture, limited online visibility, and service expansion. The redesign aims to simplify user experience, improve navigation and enhance platform’s online presence to promote health awareness and enable easy access to quality medical care.

Role & Responsibilities

As Design Lead, I guided the design process, from collecting user feedback to validating the final design. I employed tools such as the Effort Impact Matrix and SWOT analysis to prioritise features, assess product opportunities and delegate tasks to ensure a successful redesign.

Problem Statement

The existing FindDoc platform faced issues such as:

Objectives & Goals

The main objectives of the redesign were to:

• Improve the doctor search experience
• Make business and revenue content more accessible
• Enhance the platform’s visibility and online presence
• Provide a holistic view of FindDoc’s offerings

UX Process

1. User Research and Quantitative Analysis

2. Persona Discovery

Identified four main user groups:

Key Insights

Demographics and User Behaviour

Content and Visibility

• The doctor search area took up the above-the-fold space, causing visitors to overlook sponsored and updated content located below the fold. This highlighted the need to rearrange content and improve the information architecture.
• Visitors demonstrated a strong interest in healthcare content organised by themes, such as specific topics or specific diseases. This insight guided our decision to curate and present themed content more effectively.

Brand Perception and Service Gaps

• Visitors and patients often mistook FindDoc for a clinic website, indicating a need to clarify the platform’s identity and purpose.
• Patients frequently reached out for assistance when facing difficulties booking appointments online or needing to verify clinic and patient schedules. This revealed service gaps that needed to be addressed to enhance the user experience.

Solution Overview

i. Expanding FindDoc’s Visibility

Revamped information architecture (IA) to transform the homepage from a directory type to a portal. This transformation will guide visitors to relevant content and highlight FindDoc’s breadth and holistic nature.

Incorporated new design sections to enhance the user experience and promote FindDoc’s diverse offerings more effectively.

ii. Optimising Doctor Search Experience

Studied user journey for General Practitioners, Specialists and Telemedicine.

• General Practitioners (GP): Specific search goals (doctor or practice name), looking for contact details or reviews. Landing from search engines or home page.
• Specialists (SP): No clear search goal, exploring options. Starting from search engines, homepage or sponsored content or campaigns.
• Telemedicine (VC): Launched during COVID-19, consultation and optional home testing service. Starting from landing page, promotions or advertisements.

Addressed problems in the original design by realigning search behaviour based on user and analytics research.

1. Home Page: Linear search with filters (speciality, location, date range)

2. Search Result: Low data-ink ratio, low CTR on time slot buttons, and confusing split search options

3. Doctor Profile: Lacked navigational cues and connections to related doctors

Redesigned the homepage, search result page and doctor profile page to better align with user expectations and search behaviours.

The Home Page

• Promote keyword search
• Listed commonly searched specialities for quick access
• Highlight COVID-19 testing and consultation options

Search Result

• Consolidate search options in one place.
• Remove support information to encourage profile page visits.
• Shorter doctor entries to show more results per page.
• Remove time slots to focus on doctor screening
• Separate “Book Now” and “View Profile” buttons to drive internal traffic and serve business needs.

Doctor Profile

Minimal changes: breadcrumbs, text links, spacing and text adjustments for SEO and readability.

Side story: A/B Testing on Removing Time-slots

During the redesign process, I experimented with a significant change in the doctor search experience: removing time-slots from the search results page. The aim was to simplify the interface and reduce cognitive overload for users.

Assumptions:

• Reduced cognitive load
• Increased average session duration
• Decreased bounce rate
• Increased conversion from search result to doctor profile

In the test, 50% of users were shown the original design with time-slots, while the other 50% saw the variant without time-slots.

Test Results:

No statistical significance, but positive trends in new version without time slots.

• Avg. session duration: +3s
• Page bounce rate: -2.91%
• Doctor detail page conversion: +5.58%

Launch Results: after deploying the new changes for two weeks

• Page bounce rate: 55.2% → 44.97% (Δ-19%)
• Page exit rate: 39.85% → 24.97% (Δ-37%)
• Doctor detail page conversion distribution:
  • From “View Doctor” button: 77%
  • “From Book Doctor“ button: 23%

The new design better aligns with user expectations and search behaviours, improving the user experience for finding doctors.

Results

The redesign led to significant improvements in key metrics, although qualitative feedback is needed to complement the data:

• Bounce rate: Desktop (37% → 29%); Mobiel (44% → 40%)
• Avg. session duration: Desktop (4’31” → 5’46”); Mobile (3’08” → 3’12”)
• Appointment bookings: 70% increase

Conclusion

This project involved various changes and redesigns to the homepage and doctor search page to improve page performance and SEO. Adopting a comprehensive approach to problem-solving and understanding the overall context is crucial for creating effective products and is a quality that middle or senior professionals should strive for.

For future improvements, I recommend:

1. Continuously monitoring user feedback and analytics, making adjustments as needed.
2. Expanding the platform’s reach by integrating with popular health apps and services.
3. Implementing features that further personalise the user experience, such as tailored content recommendations.