Morela
Overview
Company: Morela Ophthalmologists
Timeframe: 2013
Role: UX+UI Designer (freelance)
Note: Published with client’s consent.
Background
Morela is Slovenia’s leading private ophthalmology clinic. Its owners saw an opportunity for growth by offering treatments at lower prices in unbooked time slots. To accommodate new functionality and modernize the codebase, the website had to be developed from scratch. As we deep-dived into the customer journey, we also identified requirements that couldn’t be met without an overhaul of existing information architecture and content.
Ownership
I was responsible for the redesign, setting its direction with the clinic’s management and working with the development contractor on implementation.
Show individual contributions
- Audited the existing website (analytics)
- Mapped the customer journey and requirements
- Defined the information architecture and interaction flows
- Defined the content strategy and style guidelines
- Designed the responsive UI with a refreshed visual language for the marketing website, booking engine, and patient dashboard
Highlights
The redesign aligned the visual language with customers’ expectations of the medical industry vernacular and the clinic’s modern, hi-tech interior design.
We also commissioned custom photography for every hero section, which used depth-of-field blur and toggled the text in and out of focus on mouse hover.
Custom photos were comissioned for each treatument hero section
The analytics audit and clinic’s customer feedback database informed the new information architecture and content strategy. The treatment landing pages were designed to reassure patients with safety stats, patient testimonials, a procedure step-by-step guide, and an FAQ. The site was also optimized for mobile devices by using responsive web design.
1. Procedure stats detail page; 2. Procedure patient testimonials; 3. FAQ
The patient dashboard guides patients through every step of the procedure, from registration and payment to the operation and post-op check-ups. The booking engine promotes appointment slots with historically low booking volume at discounted rates.
1. Patient registration; 2. Patient dashboard, booked treatment next step
Credits
Engineering: Spletna Postaja
Photography: J. Lasič