Sydney based designer



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(c) 2020 Denise Dang


User Experience
Wireframing & Prototyping
Website Design
User Experience
Wireframing and Prototyping
Website Design

I completed a brand identity for FXNL Rehab, a physiotherapy clinic in Sydney and recently I was tasked with the challenge of designing their website from scratch and optimising the online booking experience. In addition to crafting the UX of the website, I learned how to build the website in Webflow, a visual website builder.

Understanding the challenge

When it comes to healthcare, the reputation of the medical professional plays a big part in attracting new patients. FXNL Rehab has strong patient referrals however when it comes to targeting patients online who don’t have a referral, it has been a challenge.


  • Identify weaknesses in the online booking process and optimise the experience

  • Create incentives for users to book online


I approached my research by first looking at the secondary information such as Google Analytics and Cliniko. This allowed me to attain an understanding of the users and create assumptions which I could then verify in the primary research phase.

Google Analytics

Google analytics allowed me to identify behaviour trends and patterns. Some of the things I discovered include:

  • Returning visitors make up 14.8% of the site traffic and spend longer on the website than new users. They are also more likely to covert by making a booking.

  • Typically users spend 0-10 seconds on the website.

  • Most users are from paid searches but this is not converting anyone to book online. Referrals (Instagram and Facebook) make up approximately half the amount of traffic however it converts the most online bookings.

  • The bookings page had the highest drop off. Out of all pages, this page also had the longest loading time of 11 seconds due to the booking embed on the website.


Cliniko is the health practice service that FXNL Rehab uses to manage their appointments and patient data. The data here allowed me to delve deeper into the patient information and I found that:

  • The top referral source is patients, friends and digital marketing respectively.

  • Online bookings make up 18% of appointments, 82% is from patients calling up, or booking in the clinic after treatment.

  • Almost all patients without private health insurance had under 10 appointments whereas this was the case for 66.66% of patients with private health insurance.

  • Positive skew for patients aged 20-35, with most of the patients being covered by private health insurance.

Google Forms Survey

I used Google Forms to create a survey for FXNL Rehab patients to figure out what their pain-points are when it comes to booking an appointment. The purpose of this research was to verify the hypotheses I had from digging through Google Analytics and Cliniko. Using this information helped me identify the different types of patients and understand their behaviours.

Key Findings and Trends

  • It is more common for people to have a reactive rather than proactive response when it comes to healthcare and physiotherapy is no exception. However when it comes to athletes or those who play sport, a proactive response (maintenance) is more common.

  • Not all patients do their exercises at home because they may have forgotten, don't have the time or simply choose not to do it.

  • A lot of patients don't know how to cancel or reschedule their appointment because the process is not very clear to them.

  • Rather than booking online, some patients prefer to call the clinic to secure an appointment. This is because they either don't know that they can book online or, that they are used to phoning a place to book and have the satisfaction of knowing that there is immediate confirmation.


From the survey, I was able to identify trends amongst the data and identify three different personas but decided to focus on the primary persona and accommodate for the secondary persona.

User Journey

Next, I mapped out the user journey of the main persona which outlines what they would go through from booking an appointment to coming in and receiving treatment.


Wireframes allowed me to focus on functionality and the framework of the website. Knowing that the primary persona is time poor, I kept in mind to make each page quickly accessible and with the least amount of clicks.