Helping people find a doctor they can trust
Redesigning the doctor discovery and online booking experience, with a focus on trust and informed decision-making.
Finding doctors online was getting easier. Trusting them was still hard. The MVP didn’t give users enough information to evaluate doctors.
I used 30 user interviews to redesign search, comparison, doctor profiles and booking.
The redesign shipped, with credentials and reviews at key decision points and one design system across every screen.
I conducted the user interviews, mapped the journey, designed the UI end to end and built the design system, working alongside a second Product Designer.
An early MVP, ready to reach more users
GoCare was an emerging platform for finding doctors and booking online. The business wanted more users and higher booking conversion.
Choosing a doctor online was still unfamiliar to many people, so we started by learning how people choose doctors and what makes them trust that choice.
The real problem went beyond usability
A heuristic evaluation revealed inconsistencies in the UI, visual hierarchy and accessibility. For example, white text on the brand-green buttons had a contrast ratio of only 2.3:1.
To understand the deeper challenges, we interviewed two groups.
Non-users
How they traditionally found and chose doctors.
Existing users
What stopped them from making a decision or completing a booking.
Trust came from other people’s experiences
Offline, people chose doctors through recommendations from friends, family or other healthcare professionals. On GoCare, they had no way to judge a doctor’s credibility or quality.
The challenge wasn’t finding a doctor. It was finding a reason to trust one.
Bringing offline trust into the online experience
Two design priorities emerged from our research. They shaped the redesign of the entire user journey.
Professional credibility
Make doctors’ qualifications, specialties and experience easier to evaluate.
- Specialty
- Education
- Years of experience
- Licence number
- Memberships
Patient experiences
Bring patient reviews and ratings forward to support informed decisions.
- Star rating
- Review count
- Rating breakdown
- Written reviews
One connected experience, from search to booking
The new journey
Make discovery easier
Search by doctor, specialty or need, with popular specialties one tap away.
Help users compare doctors
Ratings, availability and price on every card, so doctors are easy to compare.
Build trust through doctor profiles
Credentials and patient reviews help people choose with confidence.
Make booking frictionless
A simpler flow, with sign-in only when it’s needed.
One consistent design language across the product
Reusable components with shared type, spacing and colours, built for readability and accessibility.
Buttons use a darker shade of the brand green, so white text meets 4.5:1 contrast.
Trust became the foundation of the new experience
The project delivered a complete redesign of the doctor discovery and booking journey, bringing professional credibility and patient experiences closer to key decision points.
The full journey went liveEvery step, from first search to confirmed appointment.
Credentials and reviews, where decisions happen
On every result card and at the top of each profile.
Sign-in only when needed
Explore, compare and pick a time first.
One system for every screen
Shared colours, type and components.
Close the loop after the visit
A post-visit feedback loop, so each visit helps future patients decide.
Trust isn’t a single feature. It’s built from small signals at the moment of decision: a doctor’s credentials, a patient’s review, a clear price. Next time, I’d define success metrics before launch to measure how much these signals change decisions.
Let’s talk about this project
I’m happy to walk through the details, Figma files and the decisions behind this work.
gelareh.naghioun@gmail.com