SURGEON PROFILE REDESIGN

UX/UI

Patients often arrive on surgeon profile pages with a clear goal: to quickly understand whether a consultant is right for them and to book an appointment with confidence. On the Medbelle website, these pages were not meeting that need — they were visually outdated, difficult to scan, and offered no clear path to action. This project set out to redesign the surgeon profile experience to prioritise clarity, usability, and conversion, while creating a more compelling and valuable presence for surgeons on the platform.

This use case is divided in 5 parts: analysing the problem, goals, competitor analysis, design strategy and validation.

Medbelle

Product designer

ROLE

COMPANY

OUTCOME

SCOPE

Improved clarity, engagement, and perceived value; strong surgeon adoption and positive feedback

UX, UI, CRO, SEO considerations

01|05

THE PROBLEM

Patients landing on surgeon profile pages struggled to quickly find relevant information or confidently book an appointment due to poor hierarchy and unclear user journeys

  • Poor information hierarchy for patients

  • No booking capability despite high-intent traffic

  • Low engagement and no conversion optimisation

  • Negative feedback from surgeons themselves

02|05

GOALS

USER GOALS

  • Quickly assess if a surgeon is relevant

  • Understand availability, locations, insurance compatibility

  • Book without friction

BUSINESS GOALS

  • Convert organic traffic into bookings

  • Increase surgeon satisfaction and retention

  • Strengthen Medbelle’s marketplace credibility

DESIGN PRINCIPLES

  • Information at first glance

  • Progressive disclosure over content dumping

  • Modular and data-aware layout

  • Conversion visible at all times

03|05

DISCOVERY & COMPETITOR ANALYSIS

I analysed competitor surgeon profile pages in similar healthcare platforms to identify effective patterns and common usability issues around content structure, trust signals, and booking actions.

POSTIVE PATTERNS EXTRACTRED

  • Made it easier to recognise different content areas at a glance, reducing the need to read section titles in detail.

  • Served as strong trust signals and supported decision-making.

  • Persistent booking actions (especially sticky CTAs) supported high-intent users and reduced friction.

  • Helped users quickly assess coverage compatibility without additional research.

  • Clear, easy-to-find forms lowered the barrier to contacting or booking a consultant.

  • Visual indicators (e.g. experience, specialisation) surfaced key information without adding text-heavy content.

  • Jump links helped users navigate long pages efficiently and find relevant information faster.

  • Valuable for accessibility and inclusivity, particularly for international patients.

NEGATIVE PATTERNS EXTRACTRED

  • Some profiles attempted to surface too much information at once, resulting in poor visual hierarchy and reduced scannability.

  • Key information and secondary details often competed for attention, weakening the overall user journey.

04|05

DESIGN STRATEGY

1. COMPACT, INFORMATION-DENSE HEADER

  • Reduced visual dominance of headshots

  • Surfaced key stats immediately (speciality, locations, ratings)

  • Ratings, locations, insurers link to their sections

2. STICKY CTAS AS A CONSTANT AFFORDANCE

  • Introduced always-visible CTAs to support high-intent patient actions

  • Prioritised patient-facing actions, while deprioritising secondary CTAs (e.g. Refer a patient) to avoid competing calls to action

3. MODULAR CONTENT BLOCKS

  • Reduced visual dominance of headshots

  • Surfaced key stats immediately (speciality, locations, ratings)

  • Ratings, locations, insurers link to their sections

4. CLEAR HIERARCHY THROUGH PROGRESSIVE DISCLOSURE

  • Structured content into clearly defined, scannable sections

  • Used visual hierarchy, colour, and icons to guide attention and support quick scanning

  • Added a sticky section menu with quick links to allow users to jump between key areas of the page

5. EXPANDABLE AND COLLAPSIBLE CONTENT SECTIONS

  • Introduced the ability to expand or collapse sections to reduce content overload

  • Enabled future testing to identify which sections are most relevant to users

6. NEW DECISION-SUPPORT SECTIONS

  • Introduced Reviews and Surgeon Fees sections to increase transparency

  • Enabled patients to make more informed and confident decisions

  • Reduced uncertainty and friction in the booking journey

The final design transforms the surgeon profile from a static content page into a goal-driven product surface. By introducing clear hierarchy, modular sections, and persistent access to key actions, the layout supports faster decision-making and a more confident booking experience for patients.

05|05

ITERATION & VALIDATION

VALIDATION METHODS USED

  • Internal reviews with product & stakeholders

  • Direct qualitative feedback from surgeons

  • Adoption signals (requests for profiles, additional content)

OUTCOME

  • Surgeons responded extremely positively, with some actively requesting profiles or asking to enrich their pages further, a strong signal of increased perceived value and trust.