Client
MHS
Role
Lead Product Designer
The intro
<!-- Role -->
Led the product design for a complete UX overhaul of a healthcare web app. Defined strategy, conducted user research, created mental models, designed the end-to-end user journey, and implemented Lean UX methodology to drive continuous iteration and improvement.
<!-- Objective -->
myHealthSpecialist sought to modernise its web app, making it easier for users to find and book specialists while enhancing trust and credibility. Our goal was to:
Introduce seamless online appointment booking
Improve search functionality and navigation
Implement a mobile-first, user-friendly interface
Integrate trust-building elements (testimonials, affiliations, blogs)
The UX overhaul transformed myHealthSpecialist into an intuitive, mobile-friendly web app, making specialist booking more accessible, efficient and user-centric. The redesign significantly improved engagement, trust, and appointment conversions by simplifying the user journey and enhancing credibility.
<!-- Key outcome -->
18% faster Time-to-Value (TTV) – Users found specialists more efficiently.
13% drop in bounce rate – Reduced friction in navigation increased engagement.
21% higher user engagement – Users spent more time interacting with content.
Higher appointment conversions – Online booking streamlined the process.
<!-- Challenge -->
Before the redesign, myHealthSpecialist suffered from an outdated interface, confusing navigation and lack of mobile optimisation. Users were forced to call for appointments, leading to frustration and drop-offs. The site also lacked trust signals, making it harder for new users to commit to booking specialists.
Old Design - Homepage
Old Design - Doctor's Profile Page
The process
<!-- Analysing the competitive landscape -->
A competitive benchmarking study was conducted, focusing on key players in the UK healthcare space.
<!-- Understanding the user -->
To ensure a user-centric design, we conducted user interviews, heuristic evaluations, and stakeholder feedback sessions to define primary personas based on real user behaviour and to gather insights on pain points and areas for improvement.
<!-- Mental Model->
A mental model was created to align the web app’s structure with user expectations and behaviours. This model helped categorise user interactions into logical steps, ensuring a more intuitive experience. It was developed through user research, identifying how users think about searching for and booking.
<!-- Lean UX methodology->
We applied the Lean UX methodology, as it allowed for faster iterations, real-time user feedback and continuous improvement. Given the need for rapid validation and refinement, Lean UX aligned better with our goal of quickly testing and optimising the online booking experience based on real user behaviours rather than predefined job statements.
A few iterations
<!-- Solution -->
We implemented a comprehensive redesign focused on simplicity, clarity and engagement:
A fully responsive, mobile-first web app ensuring accessibility across devices.
An intuitive search function with categorized results and AI-driven recommendations.
A streamlined online booking system allowing users to schedule appointments with payment options.
Trust-building elements, including patient testimonials, doctor affiliations, and expert content.
Real-time appointment tracking and automated email/SMS notifications for confirmations and reminders.