Project Overview
AUREA is a healthcare website redesign focused on making it easier for patients to find services, choose specialists, and book appointments.
My role: Product Designer
I worked across the full design process, from UX audit and competitor analysis to user flows, wireframes, visual design, and usability testing.
Problem
AUREA’s website was overloaded, difficult to navigate, and not optimized for mobile. Its heritage as one of Europe’s oldest medical institutions was also not communicated clearly enough to build trust.
Target Users
Patients who need to quickly find a service or specialist, understand where and when their appointment takes place, and book without unnecessary searching.
Business Objective
Increase the number of appointments made through the website by making the booking path clearer and easier to access.
Before / After
From the original website to the redesigned experience.
Clearer booking path
Appointment booking became a primary action instead of being buried among other content.
Simplified information hierarchy
The homepage was reorganized around the patient journey: find a service → choose a specialist → book.
Stronger trust signals
The clinic’s historical heritage was brought into the experience to reinforce credibility and differentiation.
Discovery & UX Audit
I reviewed the existing website and competitors to identify the main usability issues.
1. Unclear Navigation
Key information was difficult to find.
2. Difficult Booking Path
Appointment booking was not prominent enough.
3. Weak Trust Communication
The clinic’s heritage and credibility were underused.
User Flow
I mapped the main patient journey to identify unnecessary steps between entering the website and booking an appointment. This helped me prioritize the shortest paths to services, specialists, and appointment booking.
Research & Initial Wireframes
I analyzed competitor solutions to identify effective content hierarchy, navigation patterns, trust signals, and appointment flows. These insights helped me prioritize services, specialists, booking, and trust-related content in the first wireframes.
Key Design Decisions
1. Make booking easier to find.
2. Organize content around patient needs.
3. Use heritage to strengthen trust.
Design System
I created a design system including components, variables, typography, and color styles to ensure consistency across the product.
Prototype & Task Testing
I tested the interactive prototype with 7 participants using key tasks such as finding a specialist and booking an appointment.
Task: Find a specialist and book an appointment.
Observation: Users hesitated between two navigation paths.
Change: I made the booking entry point more prominent and simplified the navigation labels.
Usability Testing Findings
I created an interactive prototype and tested it with participants using key tasks, including finding a specialist, locating clinic information, and booking an appointment.
Most key tasks were completed successfully, while pricing information and location details still caused some friction. These findings informed the final design adjustments.
Changes After Testing
Pricing Visibility
Pricing information was difficult to find, so I made service costs more visible on relevant service pages.
Location & Working Hours
Location and working hours were not immediately clear, so I increased their visibility and simplified access to this information.
Appointment Booking Interface Solutions
The booking flow was designed to reduce unnecessary steps and keep users focused on choosing a specialist, date, and appointment time.
Project Outcome
The final redesign created a clearer patient journey, made appointment booking easier to access, and strengthened trust through more prominent clinic heritage and service information.
If implemented, success could be measured through booking conversion, task completion rate, and drop-off during the appointment flow.
