CCAD - Cleveland Clinic Abu Dhabi

Objective

The objective was to redesign the Cleveland Clinic Abu Dhabi website and enhance the booking portal experience with a mobile-first approach. This initiative aimed to streamline navigation and improve accessibility, allowing users to efficiently find information and schedule appointments. By focusing on user-centered design principles, the project sought to create an intuitive interface that meets the needs of patients and visitors, ultimately elevating the digital experience in line with Cleveland Clinic's commitment to excellence in patient care.

Our main objective was to establish a comprehensive design system and deliver personalized user experiences tailored to different user types. CCAD aimed to boost conversion rates, increase Request an appointment, and improve user journey mapping, ensuring seamless engagement to retain users for longer periods. Also, our focus was on creating a fluid and intuitive interface specifically for mobile users, facilitating easy navigation and delivered the mobile first approach based on data and analytics.​

We undertook a comprehensive range of activities to ensure a successful redesign of the Cleveland Clinic Abu Dhabi website. Our process began with the development of a robust UX strategy, which included conducting thorough UX research to understand user needs and preferences. We performed competitive analysis to benchmark against industry standards and conducted stakeholder interviews to gather insights that informed our design decisions.

Utilizing techniques such as affinity mapping and workshop facilitation, we collaboratively identified key themes and opportunities for improvement. We then progressed through the design process, creating low to high-fidelity prototypes that visualized user interactions and experiences.

To ensure consistency and efficiency in design, we developed a Comprehensive Design System based on an atomic design component-based approach, which allowed us to create visual designs anchored in established templates. Moreover, we leveraged tools like Google Analytics and Hotjar Analytics to analyze traffic and user behavior, enabling us to make data-driven decisions that enhance usability and engagement throughout the site. This thorough approach not only laid a solid foundation for the website's redesign but also ensured that it aligned with the needs of its users and the goals of Cleveland Clinic.

Following the implementation of the redesigned Cleveland Clinic Abu Dhabi website, we observed remarkable growth in overall traffic, particularly in organic traffic, which exceeded 400,000 visits within a year. This surge indicates a successful optimization strategy that effectively attracted users through improved SEO practices and engaging content.

Notably, bounce rates decreased by 15%, reflecting enhanced user engagement and satisfaction as visitors found it easier to navigate the site and access relevant information. Additionally, there was an impressive 80% increase in the number of "Request an Appointment" (RAA) submissions and phone calls received, signifying that the streamlined booking process resonated well with users and encouraged them to take action.

Furthermore, the average time spent on the website increased to 1 minute and 40 seconds, surpassing industry standards, which suggests that users were not only visiting the site but also interacting with its content more deeply. Overall, these metrics demonstrate that the website is performing exceptionally well, meeting the needs of users while contributing positively to the Cleveland Clinic Abu Dhabi’s operational objectives.