A clinic website that books appointments

The challenge

The site was organised around the clinic's internal department structure. Patients do not think in departments — they think in symptoms and availability. Booking required four clicks from the homepage, and analytics showed most sessions ended on department pages that offered no way to act.

Our approach

We reorganised around intent, not org chart

Navigation was restructured around what patients arrive looking for: a condition, a doctor, or the next available slot. Departments remain, but as a secondary layer rather than the primary route.

We put booking on every page

A persistent booking bar with specialty pre-selected by page context removed the navigation problem entirely. From any page, the next action is one tap away and already partly completed.

We designed for the actual audience

A significant share of patients were over sixty or browsing on older mid-range Android devices. We set a 17px minimum body size, designed AA-contrast throughout, sized tap targets generously, and cut the page weight budget hard.

The outcome

Appointment enquiries submitted through the site rose substantially in the first quarter after launch, with the largest gain on mobile. The design system now covers eleven templates and is maintained by the clinic's own marketing coordinator.