I recently worked with a General Practitioner who was interested in having a website created for his practice. He explained that many of his current clients often recommend him to their friends and family, but it can be difficult for potential new clients to access information about his services and areas of expertise.
In addition, the client was interested in having photographs included on the website to give a more personal touch. I ended up hiring a photographer to help with this, but I also had to prepare and direct the photo shoot to ensure that the images were high-quality and professional.
Ultimately, we decided to use Webflow to develop the website, as it offered the flexibility and functionality we needed to create a polished and effective online presence for the practice.
Delivery:
Webdesign
Webflow site
Photography (Hired Contractor)
Third Party Integration (Email, Hosting, Scheduling)
I collaborated closely with the GP, initiating the project with a stakeholder meeting to gain insight into the business goals and requirements. Here's a quick snapshot of the process I employed:
Based on the research, i came up with this solution.
I set out a few research goals and decided on the best research methods to achieve them:
1. Learn as much as possible about the client
workshop
2. Understand current solutions and the competitive landscape
comparative analysis
3. Learn as much as possible about users
survey & usability testing
To better understand how patients choose GPs and what they expect from a website, I conducted a survey and compared competitors to get a first impression of their needs. As no one wanted to participate in an interview, I began working on a prototype based on the survey results. After i created the prototype I informally tested it with friends and other people i met to see how they use it and what they think.
Target group: in Germany living people, insurance provider doesn't matter.
The survey questions were articulated to answer three leading thoughts:
1. How the GP can help them
1. How they can work with the GP
1. Why they should trust the GP
Most people do not search for a GP, they ask for recommendations from family and friends.
Most want quick access to information about office hours, addresses, phone numbers, etc.
Most people prefer to contact their general practitioner directly. It's important to explore all the options.
Users stated they do not spend time reading the content, they quickly scan the services.
In the second part of the survey, I asked the user to compare three competitors and choose their preferred design. Additionally, I inquired about their decision-making process for selecting which GP to contact. Surprisingly, the user selected a GP with an outdated design, which goes against my initial assumption that the GP with the lowest rating would be chosen.
I structered the site by the main goals which are
The client didn’t know what content is important and what he wanted to convey. With the first prototype i delivered example of the copy. These were iterated a few times because some sections contained medical information which i was not able to fully understand and present them properly. After the content were finished, I refinded the copy by shortening sentences and improve the structure of sentences.
The client already had a logo and colors. In addition to that, the client gave me the freedom to expand the branding for the website, including colors, typography, illustration, photography, and layout. Regarding pictures, I created an outline of the required images based on research, which emphasized the importance of sympathy and trust. The preference for a light, transparent, and open design also influenced the decision on how the pictures should look. The chosen style includes wide shots, interactive elements, bright colors, and a friendly atmosphere
What I will do differently next time
In order to further improve the patients experience, I suggest a few next steps: