Design process & considerations

step 1 - empathize with the user

A person seeking help for a skin problem is not always in the same situation as someone looking for an aesthetic treatment. This could be a long-term problem, uncertainty about symptoms or frustration over not having previously received the right help.

This became an important starting point in the work on the website.

I wanted to create a digital experience that meets the visitor with understanding rather than just information. The language, structure and visual expression needed to feel professional and medically credible – but without reinforcing concerns or negative feelings about the problems the person was seeking help for.

step 2 - The balance between medical and human

The visual direction needed to solve quite a specific balancing act. On the one hand, the client should be clearly perceived as a medical clinic with specialist expertise. On the other hand, we wanted to maintain a warm and inviting expression that is close to the brand.

The result was a design that uses a calm and structured visual language, but avoids the sterile feeling that can easily arise in healthcare and medicine. The goal was not to make the website feel like a hospital. The goal was to make it feel like a safe place where you can get professional help.

step 3 - Medical information without walls of text

A large part of the website’s content is about various skin diseases, conditions and treatments. Here, information design became a central part of the UX work.

Medical information can quickly become heavy, difficult to navigate and overwhelming, especially for someone who is already worried or looking for answers to a specific problem.

Instead of presenting large blocks of text, I worked with clear hierarchy, shorter content sections and recurring visual components that help the visitor quickly understand the information.

Illustrations and visual elements are used to create engagement and recognition, without being too explicit or focusing on negative aspects of the skin problems.

It was about making the information easier to absorb – without simplifying the medical content.

step 4 - Design with a clear conversion goal

The website's most important conversion goal was bookings, keeping the emails and phone calls to a minimum.

The client uses an external booking portal, and therefore the path to it needed to be clear throughout the website. CTAs, navigation and content flows were designed to guide the user to the next step.

Instead of collecting contact information and hoping that the visitor would take the next step themselves, the experience was built around a clear action: booking an appointment.

This affected both the information architecture and the design in general, making booking a natural part of the entire user journey.

Solution & results

A website the customer can own

Another important part of the assignment was that Hud Nordost would be able to manage the website on its own.

The website was therefore built in Elementor with a focus on a simple and flexible CMS. Reusable components and templates make it possible to update content and create new pages without having to rebuild the design from scratch.

The goal was to not only deliver a beautiful website, but a tool that the customer can actually use and develop over time.