This project was the first collaboration between our design and marketing teams. After several campaign landing pages didn’t convert as expected, the marketing team turned to design for help. The existing pages had UX issues, but they also lacked storytelling and a human connection. I was the designer responsible for exploring a different approach.
Qualitative data analysis revealed
I analyzed the heatmap of a previous campaign’s landing page, which promoted online consultations for gynecology, nutrition, and general practice.
Understanding why users were not converting into paid online consultations. To support these insights and validate my hypotheses, I also analyzed data from Google Analytics.
Based on what I found, I wondered what if I check the call report:
Call center report analysis
I used real conversations to understand women’s needs
Before starting wireframes, I explored hundreds of forum topics and long conversations where women in the publisher website shared concerns and asked questions. Their words helped shape the page’s content and tone.
Insights that helped me design sections
Topics like gynecology, nutrition, and psychological counseling were among the most frequent.
Most expert content was short, and there were fewer written articles compared to videos.
Women often shared personal stories to receive empathy and advice from others.
Users continue conversations continuing in the comments with responses back & forth.
Choosing main sections
Testimonials, Onboarding, Popular Specialties, and General Practitioner.
Testimonial
Users engage with comments and doctor profiles. Linking them can build trust for users. Adding real user voices with permission could make it more authentic.
A testimonial section combining users’ voices with the doctors they visited.
Onboarding
Part of the onboarding was to use a simple language with clear messages to make sure users will understand the information in the same way.
Popular fields of specialty
Gynecology, nutrition, psychology, and contact support center were the most viewed sections in the previous landing page.
General practitioner
From conversations with the Product Manager and later the Customer Experience Lead, I found out that some of our GP partners were unhappy because they were getting very few online visits.
Around 15% had already left the platform because of this. At the same time, users sometimes had to wait too long or couldn’t find an available doctor in certain specialties. That’s when I realized these two problems could actually help solve each other.
General practitioners in this landing page can help users in "Checking Symptom, Answering Medical Questions, and/ or Choosing a Specialty gives general health consultation."
First impact: a pain point that turned into a new feature
Call center data and heatmaps showed me that many users simply wanted to talk to a doctor right away. I shared this with the team and later designed Fast Call, a new flow for getting an online doctor without waiting.
Six months after launch, it made up around 30% of online visits, while urgent-related support calls dropped by around 6,000 compared with the same period the year before.
a faster doctor-suggestion flow reduced support calls by 15% in six months
The user flow I designed for online doctor suggestion later became a popular flow with thin our users for asking their questions without waiting much time. Also, reduced the customer support calls over the next 6 months by 15%.
Third impact: making it feel real, without a photo budget
To make the landing page feel more human and relatable, I wanted to use photos of real Iranian women instead of generic stock images. So, we decided to use real photos of colleagues, which turned out to be both cost-effective and more authentic. It helped the landing page feel closer to our users while avoiding the generic look of stock photos.
Hero section needed to be refined
In the first version, I grouped women into four categories and added a short story for each. Users had to slide to see other categories, but heatmaps and analytics showed they barely noticed or used it.
In the next version, I redesigned them as visible cards. This made them more noticeable, and the click rate increased by 45%.
