The London Clinic is a leading UK private hospital, providing high quality services to patients and hundreds of leading medical consultants and specialists.
The hospital’s digital experience primarily catered to healthcare professionals and wasn’t meeting customer needs.
We engaged with patients, doctors and focus groups across the UK and internationally to define a set of guiding principles for a new user centred website.
From implementing a powerful search journey using a detailed tagging and taxonomy model, to intelligent search functionality, filters and a categorised search results page, we put the user at the centre of all design and development decisions.
The modern and inclusive design follows WCAG 2.1 AA standards. We factored in colours, fonts, screen readers and readability, whilst also exploring softer elements of accessibility through interaction design, movement and clearer Calls To Action.
In the 3 months since launch, the new site saw an increase in overall conversion rate from 7% to 9%, with bounce rates down by 6%. There was also a 20% increase in self pay patient enquiries — a priority customer group. User testing saw the site rated 5 on a scale of 1 to 5, where 5 was “extremely user friendly”.
Best User Experience: Silver
TPXimpact
The London Clinic