Redesigning specialist profile pages
to strengthen trust

Product Designer · 1 month

+24% increase in page traffic

Helping patients feel more confident when choosing a specialist

Doctify helps patients choose healthcare providers using profile and review information. Because those pages play such a key role in decision-making, the redesign focused on making trust signals clearer, content easier to scan, and actions easier to take.

MY ROLE

I led the redesign of Doctify’s specialist profile pages from discovery to delivery, translating behavioural insights and data into a clearer, more trustworthy experience.

Partnering closely with Product, Research, and Engineering, I restructured the information hierarchy, refined content, and built interactive prototypes to validate decisions early and ensure alignment with business goals.

The problem

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

Key decisions

Key decisions

Rebuilding the hierarchy made information easier to find

User feedback and heat-maps revealed information overload and unclear prioritisation. We re-ranked content by importance and rebuilt the hierarchy into clear, scannable sections.

Rebuilding the hierarchy made information easier to find

User feedback and heat-maps revealed information overload and unclear prioritisation. We re-ranked content by importance and rebuilt the hierarchy into clear, scannable sections.

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, signalling that high-value content was buried. We surfaced key highlights above the fold and simplified supporting copy to reduce friction.

Only a small percentage of users reached the bottom of the page, signalling that high-value content was buried. We surfaced key highlights above the fold and simplified supporting copy to reduce friction.

Easy access to the most important information

Competitor analysis showed persistent access to key actions reduced friction. We introduced a desktop-only persistent panel to surface booking and contact actions without overwhelming mobile users.

Easy access to the most important information

Competitor analysis showed persistent access to key actions reduced friction. We introduced a desktop-only persistent panel to surface booking and contact actions without overwhelming mobile users.

Impact

+18%

Engagement

+24%

Site traffic

+8%

Google Ranking

Reflections

A missed opportunity for a deeper understanding

Our initial strategy, limited by a tight budget, leaned on secondary sources for user insights. Despite receiving valuable specialist feedback via Doctify’s customer success team, patient insights remained limited until the end. Adopting a more user-centric approach from the beginning could have led to even more impactful results.