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.
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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.
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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.
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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
