Meridian Clinic
A private healthcare booking journey that lost people at the final step, rebuilt around the questions patients actually ask.
The brief
Meridian's site was well designed and badly sequenced. Everything a patient needed was on it, but the price, the wait time and what actually happens in the appointment were spread across four pages and a PDF.
The booking form asked for a full medical history before it asked what the patient wanted. People who had already decided to book were being made to prove themselves to a form.
Nothing gets asked before the patient knows what it costs and how long it takes.
What we did
-
UX audit
Walked the existing journey on a phone and logged every point where a patient has to leave the page to find something out.
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Content restructure
Price, duration, who you see and what happens next moved onto the page where the decision actually gets made.
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Interface design
Booking rebuilt as three short steps, with the medical history moved to after confirmation.
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Accessibility pass
Contrast, focus order, form labelling and error messaging brought to WCAG 2.2 AA.
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Build
Static front end with a booking integration. No page weight spent on things a patient never sees.
How it was done
- 01 Step 01
Journey mapping
Wrote out the twelve questions a patient asks between finding a clinic and paying, then checked which ones the site answered and where.
- 02 Step 02
Reordering
Rebuilt the sequence around those questions. Very little new content was needed. Most of it existed in the wrong place.
- 03 Step 03
Prototype and test
A clickable prototype run past five people who had booked private care in the last year. Two labels changed on the strength of it.
- 04 Step 04
Build and handover
Built, tested on real devices, and handed over with a short guide for adding clinicians and services.
Handed over
Everything below is owned outright, in editable and print-ready formats, with the source files.
- Annotated UX audit
- Restructured sitemap and content plan
- Full desktop and mobile designs
- Accessible three-step booking flow
- Built front end with CMS
- Component library for future pages
- Handover guide and training call
- Post-launch snagging window
Shape My Visuals
Our own brand, built as a 39-page system rather than a folder of logos.
Tell me what
you're
building
A few lines about the business and what you need is enough to get started. Small businesses are what this studio is built for, and you will hear back from me, not a sales team.