CCAD - Cleveland Clinic Abu Dhabi

Cleveland Clinic Abu Dhabi, part of the M42 group, is a multispecialty hospital on Al Maryah Island in Abu Dhabi, UAE. I led the UX/UI redesign of their website with a focus on improving patient navigation, driving appointment bookings, and optimizing for organic search performance.

The existing website struggled with high bounce rates, low organic visibility, and a booking flow that created friction for patients trying to request appointments. The goal was to redesign the experience to make it easier for users to find information, engage with content, and take action.

As the Product/UI Designer on this project, I was responsible for the end-to-end redesign, including information architecture, user flows, visual design, and close collaboration with the development and SEO teams to ensure the design supported performance goals.

400,000+ organic visits within the first year post-launch

15% decrease in bounce rate, reflecting stronger user engagement

80% increase in appointment requests and phone calls, driven by a streamlined booking flow

Average session duration of 1 min 40 sec, surpassing industry benchmarks

These results demonstrated that the redesign met both user needs and Cleveland Clinic Abu Dhabi's operational objectives.