BRIEF: Redesigning our patient-facing website to increase awareness about Vertigo and other balance disorders and increase leads that visit our clinics. We have paired this with a doctor-facing component of the website that helps NeuroEquilibrium gets doctors and hospitals for us to partner with.
As 86% of our existing visitors (and now 94%) accessed our website through their mobiles, the website was designed and developed with a mobile-first approach.
ROLE: Lead UX Designer, Strategist, UX Researcher, UI Designer, Creative Director.
Step 1: UX Research + Design
Our Clinics Page: My process for developing this page involved making sense of the scattered data to be useful in understanding our user's patterns over the past year.
We started by redesigning the Clinics page based on conclusive data on session duration, bounce rate, and where users redirected after moving from this page to know what kind of information they were seeking but didn't get.
We also received inconclusive data about the gender and age of the viewer. It wasn't enough for us to conclude if our users were patients hoping to book an appointment for themselves or their caretakers/friends/family booking one for them or if they were just on the website looking up their symptoms. The next steps involve conducting UX research and A/B testing to understand our audience better.
In order to keep the appointment booking process seamless, we decided to design the Clinics/Appointment section as a single page experience.
Due to the lack of awareness about Vertigo and other balance disorders, there was a need to highlight the scale of our chain of clinics and possibly how widespread it was.
Clinic cities were added to the footer for easier access to get to booking their appointments.
Step 2: Converting Sketches and Wireframes to UI Designs
Designed with the intention of helping patients identify and correlate their symptoms with possible diagnoses, this home page gives a sneak peak of the variety of treatment protocols, diagnostic devices and therapies used in our 125+ clinics across India.
Being an unexplored area, we wanted to reduce the confusion upfront by highlighting the symptoms that we treat, especially for users looking for instant treatment instead of reading about the illness or possible treatment protocols.
Step 3: Analyse Data and Reiterate
There's Something For Everyone
Our blogs - the main source of organic traffic to the website - has content for all kinds of curious patients, caregivers and doctors.
We designed the experience to be great for long-form detailed understanding of Vertigo for users interested in those as well as readers who just want to get a jist of the symptoms, cause and home remedies.
We saw Hindi and other regional languages having the most sessions and lead conversions in appointment bookings and created the whole website in those languages to give that a push.