Dr. Karla Lara needed to strengthen her digital presence and create a more efficient patient acquisition channel. Although she already had an established visual identity and active social media presence, this was not translating into increased appointment bookings.

The challenge was to transform medical authority into digital trust — especially in a context where patients are making sensitive decisions and often dealing with insecurity, information overload, and doubts about procedures.

• Complex medical content
• Low conversion from digital channels
• Multi-location appointment flow
• Inconsistent digital communication

Competitor analysis revealed that clinics in the same field prioritized institutional content but offered little clarity regarding patient journeys, specialties, and appointment scheduling — particularly on mobile devices.

We also identified that the website alone would not solve the problem. It was necessary to integrate the digital experience with the channels already used by the doctor, creating consistency between the website, Instagram, and Facebook.

During usability testing, we identified several important behavioral patterns:

• Users looked for quick signals of credibility before even understanding the procedures
• Dense content made reading more difficult and increased the perception of complexity
• Contact and location information needed to appear early in the navigation flow
• Most traffic came from mobile devices

The wireframing process happened in parallel with the development of the website’s written content. After client approval, the prototype was developed in InVision and validated through multiple rounds of usability testing before final implementation.

1. Decision-oriented information architecture

The website structure was designed to quickly answer the user’s main questions:

• Who is the doctor?
• Which problems does she solve?
• How can she help me?
• Where does she practice?
• How do I schedule an appointment?

The homepage became a decision-making hub, while internal pages provided deeper and more organized information about each specialty in a highly scannable format.

2. Appointment journey adapted to real-world constraints

The initial solution proposed a unified scheduling system integrated with Doctoralia. However, technical limitations between hospital platforms prevented complete centralization of the experience.

As an alternative, we created a segmented appointment journey based on each clinic location, using WhatsApp and chatbot flows to provide quick direction and reduce friction during contact.

This adaptation preserved clarity and usability despite the existing technical constraints.

3. Design focused on trust and credibility

In healthcare, reducing uncertainty is a fundamental part of the experience. The design prioritized:

• Clear visual hierarchy
• Scannable content
• Emphasis on professional background and expertise
• Clean layouts with strategic use of whitespace
• More welcoming and human-centered imagery
• Visual consistency aligned with the existing brand identity

During testing, the strategic placement of the doctor’s professional credentials on the homepage had a direct impact on users’ perception of trust.

4. Consistency between website & social media

Graphic elements inspired by the existing visual identity — such as subtle lines and soft gradients — were consistently applied across both the website and social media platforms.

This integration strengthened the doctor’s digital presence and helped build a more recognizable and cohesive communication system across channels.