Client
Virtus Clinic
Industry
Healthcare
Helping patients find a better way to beauty and health services
What business problem was solved with this product?
VIRTUS, Institute of Advanced Medicine, a renowned leader in aesthetic procedures and plastic surgery, faced a critical issue: its outdated digital presence no longer matched the standard of excellence and innovation it upheld in clinical practice. The website was difficult to navigate, failed to communicate the breadth of services offered, and lacked the tools modern patients expect – from intuitive search to streamlined appointment booking.
We set out to close the gap between Virtus’ premium medical reputation and its outdated digital presence. The goal: a clean, conversion-focused platform for both new and returning patients. We redesigned the experience around user needs, built a scalable UI aligned with the brand, and delivered intuitive navigation, responsive layouts, and clear service categorization.
Who is who
Challenge
The legacy website suffered from major usability and performance issues, resulting in user confusion and frustration. It failed to support business goals, lacked visual and functional consistency, and did not follow core usability heuristics. Our challenge was to design a user-friendly and reliable platform that would serve the clinic’s two distinct target groups: clients seeking beauty procedures and patients requiring medical treatments and surgery.
The project called for a complete overhaul. Our team was responsible for delivering a modern web platform with a comprehensive directory of services, procedures, and treatments, detailed doctor profiles, and significantly improved search and navigation flows, among other key enhancements.
Scope
Discovery Workshop
Competitor Analysis
Stakeholders Interviews
CX calls, existing user data analysis
User journey
Information Architecure
Iser Flows
Prototyping
Usability Testing
Iterations
Brand Essense
Logo Design
Brand Guidelines
Visual Design
Design System
Post-launch Optimisations
Approach
We adopted an empathetic approach in our research, analyzing user data and making design decisions informed by this data. This strategy empowered us to develop a user-friendly and robust web platform tailored to the diverse needs of VIRTUS's target audiences.
Every existing product carries meaningful legacy. To understand it, we asked critical questions and conducted a thorough audit of the previous website, extracting key insights from user feedback and visitor analytics. I then compiled a detailed report outlining usability issues, logic inconsistencies, and friction points, which I presented to stakeholders as a foundation for strategic improvements.
Eventually, we engineered a robust solution for launching a new web platform, encompassing over 1000 pages in multiple languages. It features an intuitive search and navigation system, detailed descriptions of procedures and treatments, and extensive doctor profiles.
Enhanced features include a built-in chat function, a dedicated 'VIRTUS Education' section for learning resources, and a 'SmartCell' section focused on stem cell medicine.
What’s innovative?
To address the complexity of VIRTUS’s offering – a vast range of diseases, treatments, and a large network of doctors – we developed a proprietary search engine and multiple intuitive pathways to help users quickly find what they need.
Key insight from our research shaped a critical decision: patients interested in aesthetic procedures were often uncomfortable encountering content related to serious medical conditions. In response, we divided the platform into two distinct segments: #Beauty and #Health. This separation wasn’t just structural – it extended to the tone, writing and UX logic. This created two emotionally coherent user journeys within one unified system, ensuring clarity, comfort, and trust.
Impact
We delivered a fully functional web platform in just seven months, aligning seamlessly with both user expectations and business objectives. Online conversions, such as registrations, increased sixfold, while overall website traffic grew by 400% – driven primarily by organic search. The average session duration also rose by 400%, reflecting significantly improved engagement and user experience.
The platform was designed to serve two distinct patient cohorts — those seeking beauty procedures and those in need of medical treatments — as well as professionals, interns, and clinic partners.
