Morela

By: Natan Nikolic

In: Portfolio

2 min read

28 Mar 2013

0-1 development of a digital healthcare system with a smart booking engine, patient dashboard, and a website redesign for an innovative ophthalmological clinic.

Context

Company: Morela Ophthalmologists
Timeframe: 2013
Role: Freelance UX+UI Designer

Morela is one of the leading private ophthalmology clinics in Slovenia. At the time when traditional businesses started undergoing digital transformations, they recognized the potential to grow their business by offering treatments at lower prices during unbooked time slots.

Mission

The owners hired me to help them develop a digital healthcare service with a smart booking engine and patient dashboard.

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.

Contributions

I worked closely with the clinic’s management team on defining the direction of the redesign and collaborated with the development contractor on implementation. Individual contributions include:

Audited existing website (analytics)
Mapped customer journey and requirements
Defined information architecture and interaction flows
Defined content strategy and style guidelines
Delivered responsive UI design with refreshed visual language for the marketing website, booking engine, and patient dashboard

Results

Undisclosed

Highlights

Sketches depicting various pages, modules, and their responsive behavior

Treatment landing page template featuring step-by-step guide and reassuring procedure stats

1. Procedure stats detail page; 2. Procedure patient testimonials; 3. FAQ

Custom photos were comissioned for each treatument hero section

1. Patient registration; 2. Patient dashboard, booked treatment next step

Credits

Engineering: Spletna Postaja
Photography: J. Lasič

Natan Nikolic — Freelance product designer based in London. Before founding about:blank studio, he was VP of Product at Celtra, and helped European entrepreneurs built startups 0-1.