As both co-founder and designer, I was deeply involved in bringing Medxphysio to life — not just as a brand, but as a user-centered service built on trust, clarity, and compassion.
The Vision Behind Becoming Medxphysio
When Razvan, a dedicated physiotherapist, started seeing private patients in a rented therapy room inside a beauty salon, he dreamt of something bigger.
Once he found a suitable therapy space for rent, we seized the opportunity to transform his practice into a trusted brand, catering to both adults and parents with children in need of physiotherapy.
The Business Problem
Healthcare websites often feel cold, clinical, and outdated—more like medical brochures than welcoming, user-friendly experiences.
Medxphysio needed a fresh approach:
A modern, intuitive design that reassured patients
Easy to find information
Simplified booking
The challenge was to move beyond the common aesthetic and create a digital space that felt warm, trustworthy, and accessible—one that truly resonated with patients seeking care.
Overcoming Barriers: Budget, Time & Reaching a Wider Audience
Building Medxphysio’s online presence came with key challenges:
Fast Launch, Tight Budget
We had to design and implement quickly to align with the business launch, balancing costs between a physical clinic, medical equipment, and a website that could drive patient bookings.
Expanding Beyond a Niche Audience
Transitioning from a small community-based practice to a diverse London-wide audience required careful adjustments in messaging, branding, and UX to resonate across cultures.
Webflow Implementation & Tool Selection
Working in Webflow had a learning curve. Finding the right tools for features like AI chat, interactive maps, and automated review summaries required strategic problem-solving.
Optimising Performance & Accessibility
Ensuring fast load times, mobile responsiveness, and an intuitive user experience was critical for engaging both tech-savvy users and those less familiar with online healthcare services.
+ RESPONSIBILITIES:
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Content Strategy & Copywriting
Creating clear, engaging, and informative content.
-
Webflow Development & Implementation
Bringing the design to life with responsive web development
+ TOOLS:
Figma
Miro
Notion
Webflow
Clarity
+ RESPONSIBILITIES:
-
Conceptualisation & Branding
Defining the brand identity and visual direction.
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User Research & Usability Testing
Understanding patient needs and optimizing the experience.
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UX/UI Design
Crafting an intuitive, user-friendly interface.
Key Achievements: How We Transformed Medxphysio’s Digital Presence
By stepping away from the classic medical look, we gave patients the impression that Medxphysio is a modern, up-to-date practice. This new brand identity helped establish trust and credibility, showing that we are not only professional but also in tune with the latest developments in healthcare.
2,986
unique users/first 12 months
from
1-2
to
4-7
new patients/week
Increased Patient Visibility & Growth
Website made Medxphysio more discoverable online, attracting a wider audience.
Improved SEO and user-friendly structure helped more people find the clinic.
Seamless Online Booking for Patients
Patients could book an appointment in just a few clicks.
Eliminated unnecessary friction.
Ensured a smooth, mobile-friendly experience.
Clear navigation helped users make informed decisions faster.
Designed for Quick & Easy Access to Key Information
Reduced user frustration by prioritising high-demand content.
Patients found what they needed faster—location, pricing, and contact details.
67,36%
visitors use mobiles
Mobile-Optimised Experience
Ensured a fast, seamless experience across all devices.
Mobile-first design prioritised usability for on-the-go users.
Branding & Visual Identity
Created a modern, patient-friendly design that stands out in healthcare.
Balanced trustworthiness & approachability through color, typography & layout.
Accessibility Enhancements
Optimised for fast load times and designed with key accessibility best practices in mind — including strong contrast, clear typography, and mobile-friendly interactions.
While not yet fully WCAG compliant, the site priorities usability for a wide range of patients, with plans for further accessibility refinement in future iterations.
Before the Pixels: Understanding the industry and the patients
Before designing anything, I needed to step into the patients’ shoes.
Who were they? What did they care about most when choosing a physiotherapist? How did they search for services like Medxphysio?
To uncover these insights, I conducted targeted research with real patients Razvan was already treating. I designed two questionnaires—one for adults and one for parents of paediatric patients—to understand their search behaviours, expectations, and frustrations when looking for physiotherapy services online.
The results shaped every design decision that followed. Here’s what I discovered:
Key Survey Insights : Quality, Expertise & Convenience
+ METHODS: Questionnaire | Competition Audit
Services Offered
Patients want to quickly confirm if their condition can be treated.
Who is Razvan?
Trust is key. Patients prioritise qualifications, experience, and expertise.
Reviews & Reputation
80%
of users choose a physio based on reviews and patient experiences.
Pricing Transparency
Clear and upfront pricing helps patients make decisions faster.
Schedule & Location
Convenience matters. Accessibility and transport options play a huge role.
Technology & Innovation
Patients appreciate modern treatment methods and advanced tools.
Learning from the Best (and Worst): What the Competition Taught Me
Patients searching for a physiotherapist don’t just want a name and a phone number. They want trust, clarity, and confidence in their choice—before they ever walk through the door. To understand what worked (and what didn’t), I dove deep into the competition.
I started broad, analysing 11 direct competitors in the area and 7 indirect players in healthcare. This helped me uncover industry patterns, standout ideas, and missed opportunities. But not all competitors were equal. To get sharper insights, I narrowed my focus to 4 key clinics, looking at their branding, SEO, user experience, and digital engagement.
11
Direct Competitors
4
Key Competitors
7
Indirect Competitors
Learnings:
Industry Patterns
Standout Ideas
Missed Opportunities
Learnings:
Branding
SEO + UX
Digital Engagement
What The Best Clinics Did Right?
A friction-free user experience
Navigating their website was effortless, with clear menus and logical structure. Patients never felt lost.
Strong community presence
Their consistent Facebook engagement and word-of-mouth reputation built a sense of belonging around their brand.
Authenticity
Seeing real patients and real stories made their services feel more human and trustworthy.
Lack of accessibility & responsiveness
Some sites were difficult to navigate on mobile, with low contrast text and small buttons, making it frustrating for users.
What The Other Clinics Did Wrong?
Unstructured content
Information was buried or scattered. Patients want answers fast, not a scavenger hunt.
Poor SEO & weak social presence
Many competitors had poor or minimal online presence, relying only on basic websites that listed services and who they are—making them hard to be found.
How This Shaped Medxphysio’s Strategy?
Armed with these insights, I had a clear mission: make Medxphysio’s website stand out, not just exist.
Prioritised quick access to essential info like services, pricing, and location, while still offering in-depth content for users who wanted to explore further. This balance supports trust, SEO, and patient reassurance.
Added real patient testimonials and clinic photos to build trust and credibility.
Prioritised SEO and social engagement to ensure Medxphysio wasn’t just another great clinic—but one that could actually be found.
Made accessibility and mobile-friendliness non-negotiable, so every patient, on every device, had a seamless experience.
User Persona: Meet Adrian and Helen – Then Everyone Else Came
When I started building Medxphysio’s digital experience, I imagined two clear user personas: Adrian, an active adult struggling with chronic pain, and Helen, a concerned parent seeking expert care for her child. These personas were rooted in real-life patterns I observed among our patients at that time.
Adrian, 32 y old
👷 Construction Worker | London
🩻 Pain Points
- Chronic back pain
- Limited NHS options
🚀 Motivations
- Get back to active life
- Find a physio he trusts
🖥️ Digital Behaviours
- Prefers easy booking
- Looks for reviews/test
- Reads service details
💡 Design Implications - Emphasize credibility - Streamline booking - Clear service pages
Helen, 35 y old
👩👧 Parent & Part-time Worker
🩻 Pain Points
- Child’s foot condition
- Fear of falling behind
🚀 Motivations
- Child’s development
- Find empathetic expert
🖥️ Digital Behaviours
- Needs child-focused info
- Flexible appt. options
- Likes testimonials
💡 Design Implications - Warm, friendly visuals
- Paediatric trust signals
- Mobile-first UX
But once the website launched, something unexpected happened: users came from everywhere. Seniors with arthritis. Teens with sports injuries. Office workers, new moms, gym goers
+ LESSON: Initial bias shaped by early user base — challenged and corrected through broader post-launch insights.
That’s when I learned one of the most important lessons in designing for healthcare: You don’t always design for a narrow niche — you design for trust, clarity, and accessibility across a wide range of needs.
From Research to Reality: Designing the Medxphysio Experience
Using insight from surveys and competitor research, I designed the Medxphysio experience to be clear, mobile-friendly, and trust-first — from wireframes to high-fidelity prototypes.
+ Miro App Screenshot of the initial website map
HOME PAGE HERO SECTION
Low Fidelity Wireframe
High Fidelity Wireframe
I planned the homepage design to establish instant trust and clarity, even from the earliest wireframe stage.
Since many users value human interaction before booking, I also considered integrating WhatsApp for mobile and Messenger for desktop to offer quick, friendly communication options.
ABOVE THE FOLD
The layout was structured to include a suggestive clinic photo, a clear call-to-action, and immediate access to high-priority content, all based on insights from the research phase:
Iteration Based on Feedback
After launching, user feedback revealed that the homepage still felt too vague — many visitors weren’t clear on exactly who we treat or what services we offer without scrolling or digging. To solve this, I made two key adjustments:
Services
Location
Prices
Contact
Appointment booking
Reviews
I introduced a new hero image showing both an adult and a child in a medical context, visually reinforcing that we offer care for both adults and children.
I added three quick-access sections linking directly to the parts of the homepage covering adult physiotherapy, paediatric care, and home visits.
These changes allowed users to immediately self-identify their needs and reduced unnecessary scrolling. While scroll depth decreased, engagement improved — users were getting what they needed faster and more confidently.
In just two weeks after implementing this change,
21 users clicked the ‘Book Appointment’ button, showing a measurable improvement in conversion.
SERVICES
Low Fidelity Wireframe
High Fidelity Wireframe
Each page clearly answers:
To boost SEO and help users quickly find what matters to them, I created dedicated landing pages for key services — like shockwave therapy, cupping, paediatric care, and mobile physio.
Who it’s for
What to expect
How to book
Each page followed a bento-box–inspired layout, using cards to visually organise information into approachable, skimmable sections. This allowed users to understand the offering without being overwhelmed or lost in long paragraphs.
ABOUT RAZVAN
I addressed the user need for trust by highlighting Razvan's experience and specialisation in treating both adults and children.
To make his bio feel more relatable, I added a personal touch by ending with a glimpse into Razvan’s passions and interests beyond work — helping users connect with him not just as a professional, but as a person.
BOOKING & CONTACT FLOW
Streamlined the booking experience with minimal fields and mobile-friendly layout. Reduced friction by placing the CTA early and keeping steps simple.
TESTIMONIALS
Reinforced user confidence with real patient stories & AI summary, strategically placed before and after key sections and CTAs.
RESPONSIVENESS
Prioritised mobile-first design, with sticky navigation, tappable targets, and fast loading. Over 60% of users visited from mobile devices.
STREAMLINING PATIENT ACTIONS
To support fast decision-makers, I made sure that key actions like contacting the clinic or booking an appointment were always visible, with multiple quick-access options.
For those who preferred a deeper dive, I included thoughtful details like:
A personalised map with transport options tabs.
A FAQ section to address common concerns.
An AI-generated summary of reviews.
An integrated AI chat option for reassurance.
While I made booking and contact options always accessible to prioritise fast user action, I am also planning future refinements to control the timing and visibility of floating elements, ensuring the experience stays helpful without becoming overwhelming.
Results: From Website Launch to Real-World Impact
One of the most telling outcomes was a pattern we heard directly from new patients:
We were comparing physios and chose you… not sure why.
That subtle “not sure why” spoke volumes — it reflected how the design instilled trust and professionalism without needing to convince.
Since launching the website, Medxphysio has seen a steady increase in online bookings — from 2 new patients/week early on to 4–7 new patients/week, and even to 9 per week in recent weeks.
1233 new patients in 11 months. Growth aligned with the site launch and booking system clarity — peaking at 30+ in April 2025.
While this growth can’t be attributed to design alone, the site has become a key part of the clinic’s visibility and conversion process. Patients consistently describe the website as “clear,” “easy to use,” and “welcoming.”
Learnings & Next Steps
This project showed me that design isn’t one final solution — it’s a living system that grows alongside the people it serves.
Adapting from User Feedback
Initial testing showed that people weren’t sure what services we offered or where we were located.
I responded by adjusting the hero section, using stronger visual cues and clearer text to communicate that we offer physiotherapy for both adults and children in Wembley.
I also noticed a growing preference for online bookings over phone calls — an encouraging sign that the website is not only functional but trusted.
What I Learned
Working on Medxphysio taught me that in healthcare design, your “niche” is actually much broader than expected — anyone in pain is a potential user, but their motivations vary.
While the overall design had to speak universally, I learned how subtle differences (including cultural context) shape how people interpret trust, results, and professionalism.
Another major learning was about the gap between planned wireframes and real implementation.
Because I used a no-code platform, some elements didn’t behave or render the way they were designed. I had to adapt, redesign on the fly, and rethink layouts — which made me realise the importance of having a clear design system and modular components from the beginning. Without them, small changes easily spiral into endless rounds of iteration.
What Comes Next
As the site continues to evolve, I’m focused on:
Defining a clear, reusable design system to support faster and more consistent future iterations.
Developing a Resources section with blog articles, helpful links, and product recommendations — especially for parents navigating paediatric care.
Continuing to experiment with interface tweaks — like testing different placements for testimonials or call-to-action banners — while maintaining design clarity.
Planning ahead for a simple online shop, aligning with the clinic’s evolving service model
These next steps aim to support both marketing goals and patient experience, helping the site stay useful, discoverable, and trusted as the clinic continues to grow.
Curious how it all looks live?