Client
Dr. Smith*
Year
2023 - present
scope of work
Tools
figma, optimal
Helping a Vein Surgeon Build Trust and Accessibility in a New Market
How strategic design and user research created a patient-centered website that improved access to care and streamlined practice operations.
Business Challenge
After practicing in multiple states, board-certified vein surgeon Dr. Smith* needed to establish his presence in northern Michigan. Beyond opening a physical location, he needed a trusted digital presence that would:
Make it easy for patients to find care and book appointments.
Clearly explain treatment options to new patients.
Build trust through a professional, patient-centered experience.
*Name anonymized at the client’s request.
Approach
Rather than just designing a website, I approached this project as a business and patient experience challenge. The goal was to align user needs with practice growth by using:
Information architecture expertise to create intuitive patient pathways.
Business strategy alignment to support market entry goals.
User-centered design to build trust in a competitive healthcare space.
Research & Insights
To ensure the website truly served patients, I led a research-driven process that uncovered key insights:
Understanding Patient Needs
Current patients needed quick access to contact and location details.
Prospective patients wanted treatment information before booking.
Optimizing Information Architecture
Card sorting exercises helped structure content in a way that made sense to patients.
Achieved 100% agreement on how key information should be grouped, ensuring a seamless navigation experience.
Prioritizing the Most Important Features
Both qualitative interviews and survey data confirmed that online appointment scheduling was the most critical feature.
The findings guided site structure, content placement, and key user flows.
Solution Design
I designed a responsive, patient-friendly website that served as both a trust-building tool and a seamless patient engagement system.
Making Patient Access Simple
Multi-step appointment scheduling made booking easy while gathering essential information.
Clear navigation pathways helped both new and returning patients find what they needed quickly.
Building Trust and Market Credibility
A clean, professional design reinforced Dr. Smith’s expertise and compassionate approach.
A thoughtful content strategy presented medical credentials clearly while answering patient concerns.
Reducing Administrative Burden
A well-structured site reduced calls to the office by making information easy to find.
Self-service tools allowed patients to get answers to common questions on their own.
Business Outcomes
The design led to measurable improvements for both patients and practice operations:
4.9/5 user satisfaction score, with positive feedback on ease of use.
100% agreement on content organization, ensuring an intuitive experience.
Successful digital presence, helping establish the practice in a new market.
Reduced administrative workload, allowing staff to focus on patient care.
Growth Roadmap
With a strong foundation in place, the next steps focus on enhancing patient engagement and accessibility:
Virtual consultations to reach more patients remotely.
Live chat for real-time patient support.
Patient feedback systems to track satisfaction and improve service.
Strategic Value
This project was more than just a website - it was a patient experience solution that supported business growth. By combining research, thoughtful design, and business strategy, I helped create a trusted digital presence that continues to drive value for both the practice and its patients.
Other Visual Design Elements
BOOKING FOR Q2 2025
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