About the project
The challenge
- During COVID-19, my father, Gynaecologist in Barcelona, was forced to setup appointment booking online and to have his patients book phone calls for healthcare consulting.
- He needed the appointments and calls to be booked via WhatsApp because it would give him more flexibility to answer quick questions and it would allow a closer relationship with the patients.
The objective
To create a user-friendly and responsive website where existing and new patients can easily book appointments & phone calls via WhatsApp. The website needed to be SEO optimised & include a concrete explanation of all services provided to allow the new potential patients to discover him and get all information needed to avoid a high amount of questions via WhatApp.
My role
Web design and development
User research
Competitor analysis
Copywriting and SEO
Digital marketing management
User personas
What do all of them have in common? They are all women, since a Gynaecologist offers his/her services exclusively to women. In addition, they are all from a younger age-range & online driven.
They all need to find a new doctor online that solves their specific problem – for Marta, it is having her breast checked for a potential breast cancer, for Beth, who is an expat and new to the city, it is finding a trustworthy Gynaecologist that is able to speak English, and for Gemma it is finding a doctor that does natural anti-age treatments.
They all have a preference for online booking and need to see positive reviews of existing patients in order to trust the doctor. The specific services offered by the Gynaecologist should be as well properly explained with details, as well as the “mutuas” the doctor works with should be mentioned.
User testing
After the feedback received from the interviews and prototype testing, I was able to come up with the final design:
Test results and findings
- Pink and green where the chosen colors for the logo and look and feel of the website: pink to emphasise femininity and green to associate it with the healthcare sector and transmit trust.
- Initially we chose rounded shapes for the website to communicate kindness, caring, femininity. However, in the testing phase we found out that squared shapes were more effective since they transmitted more trust, professionalism and were associated to a more experienced doctor.
- In the first prototype of the website, the pink color was used generously throughout the site, also in the header. We were also using icons to represent the services the Gynaecologist offers. After the testing, we decided to be more minimalist with the usage of pink and replace the icons with images. On the one side, because the overuse of pink and the icons were perceived as more "childish" and the doctor's image lost strength. On the other side, the services were more quickly understood by using images than icons.
- The doctors image in the header had initially a white background. In the final design we replaced it with the original one, because seeing the doctor's office in the background was perceived as more trustworthy and reliable.
About the product
Book an appointment
The user chooses the medical service needed.
Then it arrives to the service page, where it can book the desired service by clicking on “book now”.
In the last step, the user will be redirected to a WhatsApp conversation with the doctor’s assistant to book the appointment.
Example of services page
Logo sketches
Moodboard
