Redesigning Trust for a Premium Cosmetic Clinic
A premium cosmetic and plastic surgery clinic in Gujarat, India was getting website traffic, but visitors were not converting into enquiries because the site gave them no reason to trust the clinic before making contact.
Industry
Healthcare / Aesthetics
Platforms
Figma, Adobe Photoshop
Timeline
Oct 2024- Dec 2025
Scope
Website Redesign & Brand Refresh
My Contribution
UX Research , IA , Wireframes, UI
Collaborator - Nikita Thakur
UX Research, Brand & UI Design
72%
Active Engagement
58K+
Events
87.6%
Mobile Traffic Converted
Impact : Based on Google Analytics insights
01 — THE PROBLEM
The site was getting traffic. Patients were not getting in touch.
Aesthetica is a premium cosmetic and plastic surgery clinic in Gujarat, India. Good reputation, qualified doctors, real patients. But the website was not converting visitors into enquiries.
When we looked at the site, the reason became obvious. A patient visiting this site for the first time had no way to tell if this clinic was the right place for them. The doctors were invisible. The navigation made no sense from a patient's point of view. On mobile, the experience fell apart completely.
The site felt more like a brochure than a place where a patient could feel safe enough to reach out
02 — RESEARCH
We did the research.
Here is what we found.
Heuristic Evaluation
We went through the old site page by page using Nielsen's 10 Usability Heuristics. We looked at four key pages and rated every issue by severity.
Competitor Audit
We looked at three UK clinics the client had referenced and two local competitors in Ahmedabad. We were looking for what makes a patient trust a clinic enough to reach out.
01
Lead with credibility, not looks
The clinics that convert best show doctor credentials and real reviews within the first scroll. Local competitors buried them or left them out.
02
Lead with credibility, not looks
The best sites organise navigation around patient concerns. None of the local Ahmedabad competitors did this.
03
Lead with credibility, not looks
Most patients in India research on their phones. Not one local competitor had a proper mobile experience.
03 — DIRECTION
The research gave us three clear principles.
We used them to restructure the whole site. Every design decision in this project connects back to one of these.
02
Concern-led navigation
Organise the site around how patients think about their needs. Not around how the clinic labels its departments.
01
Trust before beauty
A premium look only works if the patient already trusts what they are looking at. Credibility comes first.
03
Mobile is the primary moment
Most patients research on their phones. Design for that first. Desktop is secondary.
We restructured the site around how patients think.
The old navigation split everything into Cosmetic Surgery, Non-Surgical, and Department. A patient visiting for the first time had to know the clinical distinction before they could find anything. Most did not.
We restructured the homepage around four concern areas: Skin, Face, Body, and Hair. Patients identify what they want to change first, then find the relevant treatments. No prior knowledge needed.
The top-level navigation was kept for SEO. But the homepage entry points were completely rebuilt.
04 — DESIGN
Three decisions that changed the experience
Every major design decision mapped back to one of the three design principles. These three had the biggest impact on the patient journey.
01 — Surface trust before asking for anything
The Issue
Testimonials felt generic and doctor expertise was unclear, making it difficult for visitors to evaluate credibility.
What we Changed
Doctor profiles, verified ratings, and patient testimonials were surfaced early to establish credibility before asking for enquiries.
Problem Statement
A premium cosmetic and plastic surgery clinic in Gujarat, India was getting website traffic, but visitors were not converting into enquiries.
The site looked outdated, trust signals were not clearly visible, and the mobile experience was poor.
Industry
Healthcare / Aesthetics
Platforms
Figma, Adobe Photoshop
Timeline
Oct 2024- Dec 2025
Scope
UX Research, Website Redesign, Brand Refresh
Neha Thakur
UX Research · IA · Wireframes · UI
Nikita Thakur
UX Research · Brand Identity · Visual Design · UI
72%
Figma, Adobe Photoshop
58K+
Events
87.6%
Mobile Traffic Converted
Impact : Based on Google Analytics insights
