Redesigning a dermatology clinic's digital presence from a generic template to a trusted brand
Redesigning a dermatology clinic's digital presence from a generic template to a trusted brand
B16 Clinic is a dermatology and cosmetology centre in Coimbatore, India, offering skin, hair, body, bridal and men's treatments led by Dr. Abirami M.S., with over 11 years of clinical experience.
B16 Clinic is a dermatology and cosmetology centre in Coimbatore, India, offering skin, hair, body, bridal and men's treatments led by Dr. Abirami M.S., with over 11 years of clinical experience.
B16 Clinic is a dermatology and cosmetology centre in Coimbatore, India, offering skin, hair, body, bridal and men's treatments led by Dr. Abirami M.S., with over 11 years of clinical experience.
Client
Client
Client
B16 Clinic
B16 Clinic
B16 Clinic
Industry
Industry
Industry
Healthcare
Healthcare
Healthcare
Service
Service
Service
UI/UX Design
UI/UX Design
UI/UX Design
My role
My role
My role
Solo Designer
Solo Designer
Solo Designer
Platform
Platform
Platform
Web
Web
Web
Goal
Goal
Goal
Replace a generic third-party template with a custom website that reflects B16 Clinic's brand identity and converts visitors into booked patients.
Replace a generic third-party template with a custom website that reflects B16 Clinic's brand identity and converts visitors into booked patients.
Challenge
Challenge
Challenge
Designing a trustworthy medical experience without clinical coldness balancing warmth, credibility, and clear conversion paths across six service categories.
Designing a trustworthy medical experience without clinical coldness balancing warmth, credibility, and clear conversion paths across six service categories.
Outcome
Outcome
Outcome
A fully custom website live at b16clinic.com, showcasing the doctor, all services, social proof, and a new course enrolment flow all absent in the old site.
A fully custom website live at b16clinic.com, showcasing the doctor, all services, social proof, and a new course enrolment flow all absent in the old site.
6
6
6
Service categories redesigned
Service categories redesigned
1 Lakh+
1 Lakh+
1 Lakh+
Treatments now featured on homepage
Treatments now featured on homepage
4.4
4.4
4.4
Rating from 204+ reviews highlighted
Rating from 204+ reviews highlighted
Project timeline
Project timeline
Project timeline
1 /
1 /
How I started
How I started
Understanding the business and existing experience
Understanding the business and existing experience
Before redesigning anything, I needed to understand what was broken. The old site at b16clinic.org was built on a third-party floats.com clinic directory meaning B16 shared the same template as hundreds of other listings, with no brand differentiation.
Before redesigning anything, I needed to understand what was broken. The old site at b16clinic.org was built on a third-party floats.com clinic directory meaning B16 shared the same template as hundreds of other listings, with no brand differentiation.
Reviewed the old website to audit navigation, content hierarchy, and conversion paths.
Reviewed the old website to audit navigation, content hierarchy, and conversion paths.
Identified that the doctor's profile the primary trust signal for a medical clinic had no homepage presence.
Identified that the doctor's profile the primary trust signal for a medical clinic had no homepage presence.
Mapped all existing services and content to understand what needed to be restructured vs. created from scratch.
Mapped all existing services and content to understand what needed to be restructured vs. created from scratch.
Mapped all existing services and content to understand what needed to be restructured vs. created from scratch.
Mapped all existing services and content to understand what needed to be restructured vs. created from scratch.
Reviewed competitor dermatology clinic websites to identify industry patterns and gaps.
Reviewed competitor dermatology clinic websites to identify industry patterns and gaps.
2/
2/
Defining the problems
Defining the problems
What the old site got wrong
What the old site got wrong
No visual identity
No visual identity
The floats.com template had zero brand personality same layout, same fonts, same structure as every other clinic on the platform. There was nothing to make B16 memorable or trustworthy at first glance.
The floats.com template had zero brand personality same layout, same fonts, same structure as every other clinic on the platform. There was nothing to make B16 memorable or trustworthy at first glance.
Doctor credentials buried
Doctor credentials buried
Dr. Abirami's 11+ years of experience and MD from Madras Medical College were hidden in a sub-page. For a medical service, the lead clinician's credibility is the homepage's most important content.
Dr. Abirami's 11+ years of experience and MD from Madras Medical College were hidden in a sub-page. For a medical service, the lead clinician's credibility is the homepage's most important content.
Cluttered information architecture
Cluttered information architecture
Service categories like Men's treatments and Bridal skincare had no visibility. Multiple redundant dropdown levels made it hard to find what the clinic actually offered.
Service categories like Men's treatments and Bridal skincare had no visibility. Multiple redundant dropdown levels made it hard to find what the clinic actually offered.
Weak or missing CTAs
Weak or missing CTAs
No persistent booking button, no social proof on the homepage, and no path for course enrolment despite the clinic running certified cosmetology training programmes.
No persistent booking button, no social proof on the homepage, and no path for course enrolment despite the clinic running certified cosmetology training programmes.
3/
3/
The redesign
The redesign
Design decisions and their rationale
Design decisions and their rationale
The redesign focused on three goals: build trust immediately, make services easy to find, and keep the path to booking frictionless.
The redesign focused on three goals: build trust immediately, make services easy to find, and keep the path to booking frictionless.
Crafted a hero section with a single, focused headline and one primary CTA "Book Appointment" to eliminate decision paralysis above the fold.
Crafted a hero section with a single, focused headline and one primary CTA "Book Appointment" to eliminate decision paralysis above the fold.
Redesigned navigation to surface all six service categories (Skin, Hair, Body, Men, Bridal, Treatments) at the top level, with a persistent booking button always in view.
Redesigned navigation to surface all six service categories (Skin, Hair, Body, Men, Bridal, Treatments) at the top level, with a persistent booking button always in view.
Dedicated a homepage section to Dr. Abirami photo, credentials, specialisations and tone of care as the primary trust anchor for new visitors.
Dedicated a homepage section to Dr. Abirami photo, credentials, specialisations and tone of care as the primary trust anchor for new visitors.
Brought social proof to the homepage: clinic stats (11+ years, 1 Lakh+ treatments, 75+ specialisations), a testimonials section, and an embedded Instagram feed.
Brought social proof to the homepage: clinic stats (11+ years, 1 Lakh+ treatments, 75+ specialisations), a testimonials section, and an embedded Instagram feed.
Designed a "Why B16 Clinic?" section articulating the clinic's standards hygiene, certified professionals, personalised care to address objections before they arise.
Designed a "Why B16 Clinic?" section articulating the clinic's standards hygiene, certified professionals, personalised care to address objections before they arise.
Added a course enrolment flow with an inline registration form for the clinic's cosmetology programmes a new conversion path that didn't exist before.
Added a course enrolment flow with an inline registration form for the clinic's cosmetology programmes a new conversion path that didn't exist before.
4/
4/
Deliverables
Deliverables
What was handed off
What was handed off
Final screen designs
Final screen designs
Full-fidelity designs for all pages Home, Services, About, Gallery, Contact, Courses, Book Appointment.
Full-fidelity designs for all pages Home, Services, About, Gallery, Contact, Courses, Book Appointment.
Information architecture
Information architecture
Revised site map and navigation structure defining the hierarchy of all pages and service sections.
Revised site map and navigation structure defining the hierarchy of all pages and service sections.
User flow designs
User flow designs
Key flows for booking an appointment and enrolling in a cosmetology course.
Key flows for booking an appointment and enrolling in a cosmetology course.
Developer handoff notes
Developer handoff notes
Annotated designs with spacing, component behaviour, and content guidelines for the WordPress/Bricks build.
Annotated designs with spacing, component behaviour, and content guidelines for the WordPress/Bricks build.
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Personally, I prefer Lemon tea or soft serve, but I would love to connect with you regardless of your beverage preferences.
I have an inbox zero rule so I’ll see your message for sure and, I’ll reply with atleast one smiley. I promise.