Pristine Clinics Website Redesign and AI Assistant
Abhinav Siwal
Pristine Clinics — Case Study
Project: Pristine (pristines.org) — multi-specialty clinic website, booking and AI-driven voice/chat assistant.
Owner / Client: Pristine Ob-Gyn
Role: Full-stack developer (Next.js frontend, Fastify backend, AI models for voice chat and appointment booking)
Timeline: 1 month
Executive summary
I redesigned and built pristines.org using Next.js for a fast, SEO-friendly frontend and Fastify for a lightweight, production-ready API. I implemented an AI-driven conversational assistant (voice + chat) and an AI-backed appointment booking flow that handles natural-language scheduling and callback requests. Together these features improved user engagement and reduced friction in making appointments.
Goals
Make information discovery and appointment booking frictionless for prospective patients.
Reduce no-shows and improve conversion from website visit → booked appointment.
Provide a friendly, empathetic conversational channel (voice & text) that reflects clinic tone.
Ensure HIPAA-conscious handling of patient-identifiable data (see Security & Compliance).
Key challenges
Many patients prefer phone booking or have difficulty navigating long forms.
Clinics needed an always-on, low-effort way to capture appointment intent outside business hours.
Integration with existing practice management and EHR scheduling.
The solution
Modern site rebuilt in Next.js — server-side rendering (SSR) for landing pages, static-generation for evergreen pages (services, locations, articles) and client-side navigation for fast UX.
Fastify API — served booking endpoints, email/SMS notifications, and webhooks to sync with the clinic’s practice management system.
AI conversational layer:
Voice: WebRTC + browser microphone capture; speech-to-text (local/third-party model), intent parsing, and voice responses via text-to-speech. Voice is designed for quick appointment requests and callback scheduling.
Chat: Inline chat widget available on desktop/mobile for users who prefer text. It supports follow-up questions, time suggestions, and availability checks.
Smart appointment booking flow — the AI assistant collects intent (reason, preferred location, preferred dates/times, insurance if required), validates minimal required fields, confirms, and writes a provisional booking to Fastify backend while creating a task for clinic staff to finalize.
Fallbacks & Escalation — when AI confidence is low, route to a human handoff: either SMS/callback request or live agent escalation during business hours.
Analytics & A/B testing hooks — instrumented event tracking for conversions, funnel steps, and voice engagement metrics.
Technical architecture (high level)
Frontend: Next.js (app router), React, Tailwind CSS, Vercel.
Backend: Fastify (Node.js), MongoDB for appointments & logs
AI / Voice: hosted model (cloud provider) for speech-to-text (STT), NLP intent classification, and TTS; small affordance models for slot-filling and confirmation.
Realtime: WebSockets for chat; WebRTC for voice capture and low-latency audio streaming.
Notifications: Twilio (SMS/Voice), AWS SES (email), and Firebase for push (in-app).
Monitoring: Sentry.
UX highlights & copy improvements
Clear hero with a single CTA: Schedule Now and phone number prominently displayed.
Quick ‘Schedule an Appointment’ small form accessible from header and persistent booking CTA.
Trust signals: testimonials, affiliations, and 12+ years callout.
Content hub (Articles) kept up-to-date to drive organic traffic and patient education.
Performance & SEO optimizations
Used SSR/SSG where appropriate to improve first contentful paint and crawlability.
Image optimization and lazy-loading for gallery pages.
Structured data (JSON-LD) for local business, medical service, and breadcrumb markup.
Accessible markup: semantic headings, ARIA attributes for interactive controls (chat widget), and keyboard navigation.
Security & Compliance
All PII transmitted to backend over HTTPS; sensitive PHI only stored when necessary and encrypted at rest.
Minimal data capture in the conversational layer — prefer callback tokens or anonymized intent where possible.
Logging policy: redact PHI from logs; rotate logs and use secure storage.
Recommend a HIPAA Business Associate Agreement (BAA) with any third-party vendor used for PHI (e.g., Twilio, AWS SES) and follow administrative safeguards.
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Posted Nov 11, 2025
Redesigned Pristine Clinics' website with AI-driven booking and voice/chat assistant.
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Timeline
Sep 1, 2023 - Sep 30, 2023
