Nanyi Chun Acupuncture

Client: Nan Yi Chun

Category: Service Design – Patient-Centered Healthcare

Role: Lead UI/UX designer

Overview

Mobile-First Redesign for Patient Accessibility: Prioritized mobile usability to support on-the-go users with fast access to services, FAQs, and appointment booking—critical for local healthcare engagement.
Optimized Navigation and Content for Patient Conversion: Streamlined the layout, categorized services by health needs, and surfaced key info like insurance—making it easier for users to take action.
Rebranded for Professional and Holistic Care: Refreshed the visual identity to reflect trust, warmth, and the clinic’s personalized approach to acupuncture and Chinese medicine.

Problem Statement

Challenges: Despite a strong 15-year reputation and excellent reviews on platforms like Yelp and Google, Nan Yi Chun Acupuncture struggles with an outdated website that delivers a poor user experience, unclear content, and an unappealing visual design.
Impact: The obsolete site design and disorganized content deter potential patients, limiting online engagement, reducing conversion rates, and weakening the clinic’s ability to compete and grow in the crowded NYC healthcare market.
Solution: A full website redesign offers an opportunity to improve usability, clarify service offerings, and modernize the visual identity—turning site visits into appointments and strengthening the clinic’s online presence and credibility.

Business Goals Aligned with UX Strategy

Design a Mobile-First, Seamless User Experience
- Business Goal: Upgrade the website to be modern, mobile-responsive, and easy to navigate, while supporting SEO-friendly content structure.
- UX Strategy: Build a mobile-first interface with intuitive navigation and streamlined structure to enhance usability and performance across devices

Drive Visibility Through Engaging Content
- Business Goal: Boost online visibility through local SEO and increased patient reviews to improve search rankings and build credibility.
- UX Strategy: Deliver relevant content supported by testimonials and FAQs to attract traffic and build trust with prospective patients.

Convert Visitors into Patients with a Frictionless First-Time Experience
- Business Goal: Enhance the first-time patient experience with streamlined online booking and promotional offers.
- UX Strategy: Implement a user-friendly booking system, highlight treatment benefits, and display insurance details to reduce hesitation and increase conversions.
Elevate Brand Perception Through Strategic Rebranding
- Business Goal: Align the visual identity and messaging with the clinic’s 15+ year reputation to position it as a leading provider.
- UX Strategy: Redesign the website with a clean, professional aesthetic and tone that conveys trust, care, and expertise in holistic wellness.

Research

To inform our approach, we'll assess local acupuncture practices' websites, analyze online reviews (Yelp, Google, ZocDoc) for audience insights, and conduct user interviews for a comprehensive understanding of needs, goals, and website-related issues.

Competitor Analysis

Conduct a comprehensive competitor analysis by evaluating the websites of three nearby boutique acupuncture practices within walking distance of Nan Yi's office, assessing and comparing their content, navigation, features, design, and overall user experience.

Poor and confusing navigation with an unclear hierarchical structure
Mobile-unfriendly website design with too many menu items, confusing navigation, a long-scrolling layout lacking a clear call to action (CTA), and slow loading time for the home page
Visually unappealing UI design: poor choice of color, typography, font size and stock photos (a lot of similar stock imagery with the same theme you have seen many times on other websites)

Confusing navigation and hierarchy.
Unfriendly mobile design with excessive menu items, unclear navigation, lengthy scrolling, slow home page loading.
Unattractive UI design: subpar color choice, typography, font size, and overused stock photos.

Persona

"I heavily rely on my mobile for appointments and prefer healthcare providers with mobile-friendly websites and positive reviews. It's frustrating when sites aren't mobile-optimized, leading to slow loading, small fonts, and confusing navigation. Quick, easy access to contact info matters most."

Marie Pratt

36 / Financial Advisor

Pain Points:

Mobile unfriendly, leading to slow loading, small fonts, and usability issues.
Lack of clear CTAs, patient reviews, payment info, and unique design concepts on acupuncturist websites.

Needs:

Trustworthy reviews for infertility treatment.
Clear expectations for first-time acupuncture appointments.
Access to insurance and payment details before booking.
Simplified appointment request process.

Goals:

Build trust with reliable reviews, especially for infertility treatment.
Inform patients about first-time acupuncture appointments.
Streamline booking with accessible insurance and payment information.

User Flow

Homepage as Starting Point: Users land on the homepage with quick access to key actions: Book Now, contact info, and trusted reviews.
Learn About the Practitioner: The “Meet Nan Yi” and “About Nan Yi” pages introduce the acupuncturist, supported by patient testimonials and Yelp reviews to build trust.
Browse Services by Health Concern: “How Can I Help You?” uses icons to guide users through common health needs, linking to detailed service descriptions.
Answer Common Questions: The FAQ page provides quick answers to typical patient concerns, helping reduce uncertainty before booking.
View Pricing/Start Intake: The Pricing & Insurance section explains coverage clearly and connects users to a new patient intake form.
Contact and Confirmation: Users can reach out via the Contact page and, after submitting a form, receive a confirmation “Thanks” message to complete the flow.

UI Style Guides

High-Fidelity UI

Desktop

Mobile Optimization: Introduce touch-friendly navigation icons for a seamless mobile user experience.
Enhanced CTA Bar: Incorporate a "Read More Services" button and reviews for improved site navigation.
Menu Simplification: Streamline menu options to enhance usability.
Modern Design Strategy: Focus on a modern, positive aesthetic with a startup vibe.
Testimonial Display: Feature customer testimonials prominently via a slider.
Prominent Online Reviews: Display positive patient reviews to build trust.
FAQ Section for New Patients: Provide clear information on treatments, expectations, and care.
Illustrative Imagery: Replace stock photos with clean, attractive illustrations.
Online Appointment Scheduling: Enable users to book appointments and select preferred time slots easily.
Cancellation Solution: Address stakeholder concerns over last-minute cancellations effectively.

Business Impact & Outcomes

The following metrics reflect improvements observed after the website redesign, based on a comparison with the legacy site. Metrics were tracked using Google Analytics, contact form submissions, and feedback from clinic staff.

↑ 18% increase in service exploration

Tracked through page click rates and scroll depth on service sections—showing more users engaged with categorized offerings vs. the legacy layout.

↑ 15% increase in booking click

Measured by click-through rates on “Book Now” buttons across mobile and desktop—higher visibility led to more action.

↑ 20% increase in new patient form completions

Form submission data showed a significant uptick after simplifying the intake flow and clarifying pricing—twice as many completions as before.

↓ 10% decrease in patient inquiries due to improved content clarity

Clearer FAQs and streamlined content reduced unnecessary emails and calls—saving time and improving the overall user experience.

Mobile

Key Takeaways

Aligning UX with business goals: Learned how to design with business impact in mind—focusing on outcomes like increasing bookings, improving patient engagement, and supporting operational efficiency.
Data-informed design validation: Used tools like Google Analytics and form tracking to compare performance before and after the redesign, helping validate what worked and where to improve.
Mobile-first design mindset: Recognized that most users discover and interact with local healthcare sites on their phones, making mobile usability a top design priority.
Reducing first-time patient service queries through self-service UX: Improved content clarity, added FAQs, and simplified booking and intake forms—allowing new patients to find answers and take action without needing to contact the clinic.

Previous Project