Designing a Homepage That Supports Every Patient’s Needs

Our homepage strategy for Einstein Healthcare began with a simple insight: regardless of the specialty or practice type, users arrive with the same core needs. Through research and stakeholder interviews, we identified five primary tasks visitors must be able to complete quickly—understanding available care, reviewing practitioner information, scheduling an appointment, paying a bill, and finding a practice location.

I developed a content and information architecture approach that brought all of these actions above the fold, ensuring users could immediately orient themselves and move toward the right task without friction. We also introduced new pathways that strengthened the overall digital experience, including direct access to the Einstein Network patient portal, links to related practices, and timely articles covering emerging healthcare technologies.

The result is a homepage framework that prioritizes clarity, reduces cognitive load, and supports a wide range of user goals with minimal effort.

Building a Practice Page That Prioritizes Patient Trust

Creating the “Our Practice” page required more than outlining mission statements. We needed to build trust quickly and give patients the information they need without friction. We started by replacing stock imagery with real photos of each facility, helping users establish familiarity before their visit.

We then structured the page around clarity and ease. A straightforward bulleted list highlights each practice’s services, eliminating the need to sift through dense copy — especially important for users who may be unwell or caring for someone who is. To further support credibility, we incorporated live, automatically refreshed Google Reviews.

The page closes with a simple, easy-to-save checklist of what to bring to an appointment. The result is a patient-centered experience focused on trust, transparency, and reducing cognitive load at a time when clarity matters most.

Designing a Billing Experience That Prioritizes Patients

To design a better online bill-pay experience for Einstein patients, we looked to leading e-commerce patterns that make payment tasks fast, flexible, and intuitive. This informed a three-path structure that supports different levels of comfort and privacy: logging into an account, using a quick-pay option without creating one, or paying directly from a mobile device.

Encouraging account creation unlocks additional benefits for patients, including saved payment information, the ability to schedule future appointments online, and easy access to invoices. At the same time, the quick-pay and mobile options offer secure, private alternatives for users who prefer to complete a transaction without creating an account or sharing additional details.

The result is a payment experience built for convenience, privacy, and user choice — meeting patients where they are and reducing friction during an already sensitive task.

Designing a Provider Directory That Builds Trust and Simplifies Booking

Online appointment scheduling and provider directories are standard for most medical practices, but we wanted to create a unified experience that made both clearer and more intuitive. We centered the page on real provider photos to help patients connect a face to a name — an important step in building trust. Each image opens a profile with education, specialties, and career history, and patients can book an appointment from any page, reducing unnecessary navigation.

To complete the appointment journey, we added essential logistics: Google Maps integration for seamless mobile directions, along with quick access to phone numbers and hours of operation. The result is a single, patient-centered hub designed for clarity, trust, and convenience.