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Overview

<!-- My Role & Scope -->

  • Led UX redesign from discovery through validation

  • Conducted heuristic review and stakeholder interviews

  • Restructured information architecture and booking workflows

  • Designed wireframes and validated usability improvements

  • Collaborated closely with engineering on feasibility and rollout

<!-- Context -->

MHS is a healthcare discovery and booking platform connecting patients with private specialists.

Users often arrived in moments of urgency or anxiety. The booking journey needed to feel fast, trustworthy, and clear — not complex or terminology-heavy.

Increase booking completion by reducing friction in search and appointment flows for high-intent, high-anxiety users.

<!-- Objective -->

Increase doctor booking completion by reducing friction in search and appointment workflows for high-anxiety, high-intent users.

Increase booking completion by reducing friction in search and appointment flows for high-intent, high-anxiety users.

Reduced friction in a high-stress healthcare booking journey.

Redesigning a high-stress healthcare booking experience

<!-- Key outcome -->

The redesign focused on reducing friction in high-intent booking flows. As a result:

  • Users reached specialists 18% faster (improved TTV)

  • Bounce rate reduced by 13% (lower early confusion)

  • Appointment conversion improved through simplified booking confirmation

The redesign focused on reducing friction in high-intent booking flows. As a result:

  • Users reached relevant specialists faster

  • Bounce rate reduced by 13% (lower early confusion)

  • Appointment conversion improved through simplified booking confirmation

<!-- Challenge -->

Users visited MHS in moments of urgency and anxiety. However, the existing experience:

  • Relied heavily on medical terminology

  • Lacked clear booking confirmation

  • Had weak search hierarchy

  • Provided limited visibility of system status

The mismatch between user mental models (search → compare → book) and the interface structure led to hesitation and drop-offs.

The challenge was to reduce cognitive friction in a time-sensitive healthcare context.

Users visiting MHS were often:

  • Anxious about their condition

  • Focused on finding help quickly

  • Unfamiliar with medical terminology

The existing experience:

  • Relied heavily on medical language

  • Had weak search hierarchy

  • Lacked clear booking confirmation

  • Provided limited visibility of system status

The natural mental model users expected was: Search → Compare → Confirm → Book

The interface disrupted this progression, leading to hesitation and drop-offs.

Old Design - Homepage

Old Design - Doctor's Profile Page

The process

<!-- Analysing the competitive landscape -->

Reviewed leading healthcare discovery platforms to evaluate:

  • Search prominence

  • Filter structures

  • Trust signal placement

  • Booking confirmation clarity

Observed that platforms with higher booking success clearly structured search-first experiences and surfaced trust indicators prominently.

This informed our prioritization of clarity over feature expansion.

We analysed leading healthcare discovery platforms to understand how trust and booking clarity were structured.

We evaluated:

  • Search prominence

  • Trust signal placement

  • Booking confirmation clarity

  • Mobile optimisation

Observation: Platforms with higher booking success prioritised search visibility, structured doctor comparison clearly, and surfaced trust indicators prominently.

This informed our decision to prioritise clarity over feature expansion.

<!-- Understanding the user -->

User interviews revealed:

  • Users were often anxious and outcome-focused

  • They wanted to “get it done quickly”

  • Many were unfamiliar with medical terminology

  • They relied heavily on reviews and visible credentials

This shifted our focus from interface aesthetics to anxiety reduction and clarity.

Through interviews and usability discussions, we identified clear patterns:

  • Users were anxious and outcome-focused

  • They wanted to “get it done quickly”

  • They relied heavily on reviews and visible credentials

  • Confusing terminology increased hesitation

This shifted the focus from aesthetic improvement to anxiety reduction and clarity.

<!-- Journey & Friction Points -->

We mapped the journey to identify where hesitation increased and trust weakened.

This mapping directly informed structural changes.

Search

  • Users needed immediate access to relevant specialists

  • Filtering had to feel simple and intuitive

Compare

  • Doctor profiles required clearer credentials, reviews, and signals of legitimacy

Book

  • Confirmation states needed to be explicit and reassuring

  • Payment and scheduling steps required transparency

Post-booking

  • Users needed clear confirmation and follow-up communication

<!-- Mental Model->

Users expected a simple flow:

Search → Compare → Confirm → Book

The existing system disrupted this expectation with:

  • Filter confusion

  • Unclear booking status

  • Terminology-heavy discovery

We restructured the IA to align with this natural mental progression. This reduced cognitive load and improved booking confidence.

Users expected a simple progression:

Search → Compare → Confirm → Book

The redesign aligned IA and booking structure to support this mental model, reducing cognitive load and increasing booking confidence.

<!-- Lean UX methodology->

Rather than a large upfront redesign, we adopted a lean validation cycle:

  • Formed hypotheses around friction points

  • Rapidly prototyped improvements

  • Conducted usability walkthroughs

  • Measured task time, completion and drop-offs

This allowed us to validate behavioural improvements incrementally.

A few iterations

<!-- Solution -->

The redesign prioritised clarity and reassurance over visual enhancement.

Key improvements included:

  • Increased prominence of search on homepage

  • Introduced specialty icons for non-terminology users

  • Improved booking confirmation visibility

  • Added progress indicators and clearer CTAs

  • Strengthened profile transparency (credentials, reviews, affiliations)

  • Simplified mobile booking experience

<!-- Reflection -->

This project reinforced how anxiety-driven contexts demand clarity before aesthetics.

If extended further, I would continue tracking:

  • Time-to-book

  • Drop-off at confirmation step

  • Repeat booking behaviour

The central insight: In high-stress healthcare journeys, trust and clarity drive completion more than visual polish.

THOUGHTS

CONTACT

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THOUGHTS

CONTACT

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