Maksim Kotsar · websites for healthcare01
Start with the patient's question
The opening screen asks which vision correction method might be right for the visitor, with one clear way to begin.
Concept case study · Healthcare website
Clear Visiona clearer patient journey for a vision clinic
Laser vision correction comes with a lot of questions. This English-language adaptation turns an existing clinic website into a clear, approachable journey from the first question to a consultation.
Explore the websiteChallenge
Help patients feel informed before they reach out
Adapt a detailed vision correction website for an English-speaking audience while keeping the reassuring character and recognizable visual identity of the original.
Choosing eye surgery is personal. The experience needed to make complex information easier to navigate and address the questions a visitor may bring to the page.
“Where do I start?”
Several procedures and unfamiliar terms can make the first decision feel overwhelming.
“What happens next?”
Visitors need a clear picture of the consultation, procedure and recovery.
“Who can I trust?”
The people, equipment and follow-up care should be easy to find.
“Can I ask someone?”
The next step should stay visible when a visitor is ready to talk.
Process
A journey built around patient questions
I mapped the page as a sequence of questions: what are my options, what happens, who will care for me, and how do I take the next step?
Question→Options→Procedure→Specialists→Recovery→Consultation
Illustrative layout studies reconstructed from the finished page.
The direction became clear: explain one decision at a time, give the medical team a human presence, and keep the next step easy to find.
Key decisions
Less uncertainty, more clarity
A familiar visual language and a simpler reading path help visitors understand what the clinic offers before they decide to get in touch.
02
Make the options comparable
SMILE, flap-based LASIK and surface ablation are grouped together so the differences can be scanned without searching the page.
03
Turn a long process into steps
Before, during and after surgery are presented as separate stages, making the sequence easier to follow.
04
Put people before technology
Specialist profiles, names and experience bring a human face to a medical decision. Equipment details remain available for those who want them.
05
A quiz that opens the conversation
A six-question experience helps visitors reflect on their vision. It points to a consultation rather than making a diagnosis.
06
Comfortable on a small screen
The mobile version stacks information into readable sections, keeps touch targets generous and makes contact points easy to reach.
Design
A calm visual system for a personal decision
The site pairs clean medical photography with soft gray surfaces, generous white space and the clinic's recognizable teal.
Trust brings care and expertise into view
Clarity makes information easier to scan
Action gives visitors a simple next step
A question that meets the visitor
The headline turns an unfamiliar medical decision into a straightforward question. A single primary button invites visitors to explore their options.
Understand the options
Illustrations and short descriptions organize the methods side by side, making a dense subject more approachable.
Meet the specialists
Portraits, roles and experience put the people behind the procedure in focus. Appointment buttons appear alongside each profile.
Answers before the next step
Recovery, equipment and pricing each have a place in the journey. The consultation form follows the information rather than interrupting it.
Made for the small screen
On mobile, sections stack naturally and the six-step quiz fits the screen. Buttons, text and navigation stay easy to use.
Result
From a complex choice to a clearer next step
The result is an English-language concept that preserves the original clinic's design while making its content and key interactions accessible to a wider audience.
Before
A Russian-language clinic website with a detailed treatment story and an existing visual identity.
After
A responsive English adaptation with a guided quiz, refreshed copy and a clearer path through the page.
What it enables
Visitors can explore procedures, see the specialists and find the next step in one place.
2,400illustrative sessions
78illustrative inquiries
3.25%illustrative conversion
68%illustrative mobile share
Demo data: these numbers are fictional placeholders used to show the intended reporting format. They are not measured results.
Project reflection
Clarity creates room for confidence
A medical website has a lot to explain. The work here was to give that information a more natural order, without losing the character of the original.
Good design helps people ask better questions.
This concept shows a direction for a patient-friendly experience. It is a portfolio demonstration; no client testimonial or performance result is claimed.
Let's talk about your project
Email me the word “Audit”
I'll review your website and share three ideas to make the patient journey clearer.
Maksim KotsarUI/UX designer