Evolving the website for a growing independent multi-disciplinary health practice

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Challenge

Pure Dynamic Health is an independent multi-disciplinary practice with clinics in North London. They’ve steadily grown to offer a range of services with a skilled team of clinical specialists. I began working with them to evolve their Wordpress website periodically to represent the growing business and brand, enhancing UI and UX based on business needs, analytics and user feedback. I managed all updates, working closely with the founder, their brand designer, and a developer.

Role

Product Designer

Year

2019-2025

Contribution

UX, UI, Research, Prototypes, User testing

Platform

Web

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Inter-related 3 pillars desktop design detail

Inter-related 3 pillars desktop design detail

Inter-related 3 pillars desktop design detail

3 feature pillars

As the business was scaling, the site needed to accommodate and reflect the changes. Their range of services were growing, as they evolved from an osteopaths, to include physio, then health and wellness. Additional to that, their roster of practitioners had grown, and they were conscious of the connection and continuity patients established with specific team members. Alongside their clinic locations, we recognised these 3 key pillars were very much cross-referenced from whichever entrance point you arrived at - whether a patient wanted a specific practitioner, service or clinic, ultimately they would need or benefit from all 3. So it was important to offer filtered details of the each area no matter how they were accessed. For example a specific service would show the relevant practitioners and clinics, and so forth from each entry point.

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Service detail and Pricing mobile designs

Service detail and Pricing mobile designs

Service detail and Pricing mobile designs

Services and Pricing clarity

I created a core template for each service to offer an easily digestible level of detail and establish patterns that would reduce user cognitive overload. For each service we have the clarity of ‘what is it’, ‘what can it help’, and ‘what treatment can it include’, empowering the user with relevant and relatable information, and removing any mystery or potential stigma that may stop a patient from getting in touch to begin with. Similarly, their pricing structure was overhauled to level out costs for each service, with rates varying only by time and practitioner level. These not only gave customers more clarity, but also reduced the amount of incoming communications querying such detail. As a small business with a personal approach it its centre, they wanted to reduce receiving calls without discouraging it.

Services and Pricing clarity

I created a core template for each service to offer an easily digestible level of detail and establish patterns that would reduce user cognitive overload. For each service we have the clarity of ‘what is it’, ‘what can it help’, and ‘what treatment can it include’, empowering the user with relevant and relatable information, and removing any mystery or potential stigma that may stop a patient from getting in touch to begin with. Similarly, their pricing structure was overhauled to level out costs for each service, with rates varying only by time and practitioner level. These not only gave customers more clarity, but also reduced the amount of incoming communications querying such detail. As a small business with a personal approach it its centre, they wanted to reduce receiving calls without discouraging it.

Services and Pricing clarity

I created a core template for each service to offer an easily digestible level of detail and establish patterns that would reduce user cognitive overload. For each service we have the clarity of ‘what is it’, ‘what can it help’, and ‘what treatment can it include’, empowering the user with relevant and relatable information, and removing any mystery or potential stigma that may stop a patient from getting in touch to begin with. Similarly, their pricing structure was overhauled to level out costs for each service, with rates varying only by time and practitioner level. These not only gave customers more clarity, but also reduced the amount of incoming communications querying such detail. As a small business with a personal approach it its centre, they wanted to reduce receiving calls without discouraging it.

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Clinic detail mobile designs

Clinic detail mobile designs

Clinic detail mobile designs

Clinic directions

Another reason for patient communications was regarding clinic locations and accessibility for different methods of transport. To help reduce, I simplified and streamlined clinic detail pages with clear ‘how to find us’ details, including a range of transport options, with a link to a council map showing local parking zones for drivers.

Clinic directions

Another reason for patient communications was regarding clinic locations and accessibility for different methods of transport. To help reduce, I simplified and streamlined clinic detail pages with clear ‘how to find us’ details, including a range of transport options, with a link to a council map showing local parking zones for drivers.

Clinic directions

Another reason for patient communications was regarding clinic locations and accessibility for different methods of transport. To help reduce, I simplified and streamlined clinic detail pages with clear ‘how to find us’ details, including a range of transport options, with a link to a council map showing local parking zones for drivers.

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Social proof from Patient Stories and Google Reviews

Social proof from Patient Stories and Google Reviews

Social proof from Patient Stories and Google Reviews

Social proof

Users are heavily guided by the behaviour of others, so it was crucial for us to not only highlight and display the businesses 150+ 5-star Google rating and reviews, but to also feature more detailed patient stories, via a section on the homepage, and a more detailed dedicated article-led area.

Social proof

Users are heavily guided by the behaviour of others, so it was crucial for us to not only highlight and display the businesses 150+ 5-star Google rating and reviews, but to also feature more detailed patient stories, via a section on the homepage, and a more detailed dedicated article-led area.

Social proof

Users are heavily guided by the behaviour of others, so it was crucial for us to not only highlight and display the businesses 150+ 5-star Google rating and reviews, but to also feature more detailed patient stories, via a section on the homepage, and a more detailed dedicated article-led area.

Desktop landing page hero video

Desktop landing page hero video

Desktop landing page hero video

Rich media

The value of well shot, relevant media was discussed with the founder, in order to enhance and reassure user perception of the business. Photo shoots were commissioned showing the clinic interiors, plus photos and video footage of practitioners treating patients. We decided to use a comp of the latter as a homepage hero to visually clarify the nature of the business an calmness of the surroundings.

Rich media

The value of well shot, relevant media was discussed with the founder, in order to enhance and reassure user perception of the business. Photo shoots were commissioned showing the clinic interiors, plus photos and video footage of practitioners treating patients. We decided to use a comp of the latter as a homepage hero to visually clarify the nature of the business an calmness of the surroundings.

Rich media

The value of well shot, relevant media was discussed with the founder, in order to enhance and reassure user perception of the business. Photo shoots were commissioned showing the clinic interiors, plus photos and video footage of practitioners treating patients. We decided to use a comp of the latter as a homepage hero to visually clarify the nature of the business an calmness of the surroundings.

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