Digital Experiences
A practice site built around the two things new patients actually need — the right provider, and a booked appointment — instead of a wall of undifferentiated bios.
Project Overview
The client was a six-provider family practice whose old site listed every provider identically, with no way for a new patient to tell who actually handled their specific need — pediatrics, a chronic condition, a routine physical — before calling to ask.
Problem
New patients calling in just to ask "which provider should I see for this" was consuming front-desk staff time on a question the site should have answered on its own, and patients who couldn't tell were often defaulting to the first name listed rather than the best fit.
Discovery
Discovery mapped which provider actually handled which conditions and age groups in practice — not just their formal specialty listing — so the site could route a new patient correctly without needing a phone call first.
Solution
A short guided flow asks what the visit is for and surfaces the right provider automatically, with each provider page built around what they actually treat rather than a generic bio, and booking handled through the practice's existing intake system rather than a separate form.
Design Process
The provider-matching flow was designed and tested with front-desk staff first, using the same logic they already used mentally to route calls, rather than inventing a new categorization scheme from scratch.
Technical Architecture
A lightweight decision-tree flow narrows from visit reason to recommended provider, backed by a structured provider-specialty dataset; the resulting appointment request is handed off to the practice's existing patient-intake system rather than duplicating it.
Implementation
Rolled out with the provider-matching flow front and center on the homepage, with the previous flat provider-list page kept as a secondary view for patients who already know who they want to see.
Technologies Used
Key Features
A guided flow that recommends the right provider based on visit reason
Provider pages built around what they actually treat, not a generic bio
Appointment requests handed off to the practice's existing intake system
A secondary flat provider list retained for patients who already know who they want
Challenges
A provider's formal specialty on paper often doesn't match who the front desk actually books for a given condition in practice — the routing logic had to reflect real behavior, not the official org chart.
The practice already had an intake and scheduling system in daily use — the new flow had to feed into it rather than become a second, competing source of appointment data.
Outcome
The finished site let new patients reach the right provider without a phone call first, cutting the volume of "who do I even see for this" calls the front desk had been absorbing manually.
Lessons Learned
The real design problem wasn't the provider bios — it was building a matching flow that reflected how the front desk actually routed patients day to day, which existed nowhere as a documented set of rules until this project mapped it.
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