Specialist profile pages

B2C · CORE PRODUCT UX · INFORMATION ARCHITECTURE · ENGAGEMENT

Redesigning specialist profile pages to protect trust in patient reviews

MY ROLE

I worked in close partnership with the Product Lead to guide the project from early discovery through to a high-fidelity, test-ready solution. My contribution focused on translating insights into design outcomes, spanning data analysis, content refinement, sketching, wireframing, and the creation of interactive prototypes. I also collaborated on user testing and day-to-day project delivery, helping ensure design decisions were validated and aligned with product goals.

TIMELINE

3 months

The problem

Engagement rates on the specialist profile pages have fallen below 50%

Key decisions

Rebuilding the hierarchy made information easier to find

Rebuilding the hierarchy made information easier to find

Feedback and heatmaps showed information overload and unclear prioritisation. Re-ranked content by importance and restructured the page into scannable sections. Users found information faster and engaged more deeply.

Feedback and heatmaps showed information overload and unclear prioritisation. Re-ranked content by importance and restructured the page into scannable sections. Users found information faster and engaged more deeply.

Optimising our content made the page easier to read

Optimising our content made the page easier to read

Only a small percentage of users reached the bottom of the page. Pulled high-value information and highlights above the fold. Engagement increased across primary page interactions.

Only a small percentage of users reached the bottom of the page. Pulled high-value information and highlights above the fold. Engagement increased across primary page interactions.

Easy access to the most important information

Easy access to the most important information

Competitor analysis showed persistent access to key actions reduced friction.Introduced a desktop-only persistent panel to surface actions without overwhelming mobile.Contributed to higher engagement and improved usability.

Competitor analysis showed persistent access to key actions reduced friction.Introduced a desktop-only persistent panel to surface actions without overwhelming mobile.Contributed to higher engagement and improved usability.

Impact

+18%

Engagement rates

+24%

Site traffic

+8%

Google ranking