Landing Page Redesign
Redesign of landing page
The Problem
As HotDoc grew more and more features were being added, including more practitioner specialties, telehealth, and location options.
The landing page was very efficient and easy to use however wasn’t eye-catching or up-to-date with current trends. This called for a redesign to encourage our patient's trust in the platform.
Main issues
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Lacked colour and imagery
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Behind current trends causing trust issues from out users
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Didn't stand out against competitors
My Role
Lead UI/UX designer in this project
Project Date
2022
Existing landing page - web view
Existing landing page - mobile view
The Process
My main concern regarding the landing page was over time, an increasing number of specialty filters (blue filter pills) were being added, which resulted in a diminishing sense of their importance. As a consequence, the filters started to appear strikingly similar, lacking any differentiation except for a small icon.
During this period, one of HotDocs' primary objectives revolved around broadening our practitioner specialty searches. I felt there was untapped potential to achieve more in this area.
Following the post-COVID period, the significance of vaccinations decreased considerably since a majority of the Australian population had already been vaccinated. As a result, we reached a consensus to reduce the emphasis on the vaccination banner.
The App banner was also lacking in excitement so this was a perfect opportunity to update.
Telehealth
To enhance our telehealth services, I sought to revamp the existing flow. I observed that the current layout, with quick telehealth filters positioned below specialties, inadvertently diluted their importance by repetitive design.
To address this concern, I made a conscious decision to relocate the telehealth option to the top. This strategic placement allows users to effortlessly apply the telehealth filter across all relevant specialties, expanding their choices beyond a limited few. My objective was to create a seamless and user-friendly experience that seamlessly integrates the familiar concept of selecting a physical location with the convenience of accessing healthcare remotely.
The Solution
While considering the preferences of our existing user base, I aimed to introduce subtle changes to the new page design rather than implementing drastic alterations. To enhance user engagement, I incorporated imagery featuring real people providing assistance, as research suggests that photography has a higher impact on humans than illustrations. I wanted to incorporate photography into the specialty tiles however it began to look crowded on forst viewing. It was also difficult to work out the specialty therfore I created illustrations to highlight our specialized services instead.
In addition, I revamped the telehealth selection process and updated our banners to provide a fresh and updated look to the website.
UI
