Retina Care Group

Is a responsive website redesign for a medical practice, focused on improving access, clarity, and ease of use for patients and providers.

About

Internship

My Role

UX Designer

Time

2 years part-time

Tools

Figma

Google Forms

Whocanuse.com

Google Meet

The Background Story

Retina Care Group’s original website was a basic template made when the practice was first founded, and it hadn’t been updated since. Patients often had trouble finding essential information or completing forms—especially older adults and those with cognitive challenges. I saw an opportunity to redesign their digital presence and make their care more approachable and accessible.

Design Process

1

Discovery

2

Understanding User Needs

3

Ideation

4

Prototype

Design thinking is not a linear process, and any stage can feed back to another e.g. after user testing, I often go back to prototyping based on insights

6

Reflection

5

UI Design

1 Discovery

Competitive Analysis

Survey

Interviews

Competitive Analysis

Practice	Retina Associates of Cleveland	The Retina Group	Associated Retinal Consultants
Strengths	Clearly lists multiple locations Provides detailed physician bios	Highlights specialized services Features a clean design with easy navigation	Provides comprehensive information about services and locations. Features a patient portal for accessing medical records.
Weaknesses	Outdated design Lacking patient resources	Limited multimedia content Lacks online appointment scheduling	The website’s visual design is somewhat dated Navigation could be streamlined to help users find information more quickly.
Opportunities	Design a modern, visually engaging site to stand out Include clear, digestible educational content for patients	Implement online appointment scheduling Use multimedia to explain conditions and procedures	Streamline navigation for quicker access to forms and info Prioritize mobile responsiveness and accessible design elements
Threats	Long-established brand recognition may influence patient loyalty Include clear, digestible educational content for patients	Clean design already meets basic patient usability expectations Strong specialty branding could appeal more to niche conditions	Large network and patient portal give an edge for returning users Could update their design in the future and close the gap

Competitive Analysis Conclusions

U

Competition

There are several competitors



Modern Design

Updating the website with a clean, modern look



Mobile Optimization

Ensuring the site is mobile-friendly increases accessibility for patients using phones or tablets.



Patient Care

Educational materials can help patients better prepare for visits and feel more confident in their care.



Online Scheduling

Adding an easy-to-use appointment system makes the site more functional and reduces friction for patients.

Survey and interview research goals



Goal 1

Identify usability issues with the original website and patient forms



Goal 2

Understand patient frustrations and expectations around accessing care information



Goal 3

Evaluate how patients currently interact with intake forms and appointment workflows

h

Goal 4

Learn which features patients and staff consider most helpful for improving efficiency



Goal 5

Determine how patients access the website (desktop vs mobile) and what devices to prioritize

Survey

View full study

I conducted a survey via google forms to better understand Retina Care Group patients’ technology habits and the challenges they face when using medical websites.

150 Survey participants

85% of survey participants were aged 60+; with a large concentration in the 70–79 age range.

72%

Would like the option to schedule appointments online

70%

Schedule their own appointments

65%

Want the option to fill out forms online

50%

Have never visited the website

Interview Demographics

View full study

I conducted interviews with patients from Retina Care Group to understand their digital behaviors, device preferences, and overall comfort navigating medical websites and forms. These insights helped identify accessibility barriers and informed design decisions for the updated patient experience.

20 Interview participants

100% of interview participants are staff or patients

Devices Used

Desktop: 8

Tablet: 5

Laptop: 4

Smartphone: 3

55%

Technical Proficiency

Average rating: 2.2/4

60-84

Ages

Patients

Interviews

Participants were asked about how they use the Retina Care Group website, where they run into difficulty, and how they access important care information.

Website Pain Points

“I tried to find the address for the Erie office, but the map wouldn’t load on my phone.”

“The font on the services page is so small; I had to squint to read about macular degeneration.”

“Navigating to the transportation information took me a while; it wasn’t immediately visible.”

Needs

“A clear checklist of what to bring for my first visit would be helpful.”

“Big buttons with simple labels help.”

“The new patient packet being more clearly marked would save time.”

“Information on nearby parking options for each location would ease my planning.”

Alternatives

“I prefer calling the office to schedule appointments; it’s more straightforward for me.”

“Online forms are confusing; I’d rather fill them out in person.”

“I don’t trust online appointment systems; speaking to someone ensures my spot.”

What participants said...



I’m more comfortable just calling the office. If I try to do it online, I’m always worried I’ll skip something important by accident



My eyes aren’t what they used to be — I could barely read the text on the website.



I printed the form and filled it out, but then I just held onto it. I wasn’t sure if I was supposed to bring it in or mail it

Eleanor, 78

Erie, PA

Gerald, 80

Sharon, PA

Margaret, 70

Retail, New York

Interview Insights



Device Challenges

Participants often used smartphones or tablets to access the website, but many struggled with small text, cluttered pages, and unclear clickable elements. Improving text size and link visibility can enhance usability.



Navigation Frustrations

Several participants mentioned confusion due to poorly differentiated links and crowded layouts. Simplifying the interface and using clear, bold headings would help users find what they need more easily.



Preferred Information Sources

Many participants preferred calling the office directly or asking family members for help rather than using the website. Ensuring that critical information is prominently displayed and easy to find online may reduce reliance on phone support.



Form Completion Difficulties

Filling out medical forms at the office was a common pain point. Issues included small font size, cramped text boxes, and uncertainty about required fields. Providing clear guidance and using larger text would reduce frustration.



Suggestions for Improvement

Participants suggested adding more space on forms, clear instructions, larger font sizes, and breaking information into easily digestible sections with colored headings. Allowing patients to complete forms with assistance could also reduce stress.

2 Understanding User Needs

User Personas

User Flow

User Personas

Use the arrow or click a persona card to view the next one

Patient User Flow

Bio

Age: 74

Occupation: Retired Teacher

Location: Meadville, PA

Scenario

Joan is a new patient referred to Retina Care Group. She wants to download and fill out the required forms before her first appointment.

Task Analysis

What prompts Joan to begin the task?
He receives a notification about a new retinal exam to review.

What tells her the task is finished?
She downloads and prints the “New Patient Packet” successfully.

What information does she already know?
She needs to complete paperwork before her visit.

What additional information does she need?
Where to find the forms and how to download them.

What tools does she need?
A computer with internet access and a printer.

Entry Point: Homepage

Success Criteria: Joan successfully downloads the New Patient Packet from the website and is ready for her appointment.

Task Flow

Go to the Retina Care Group homepage.
Click on “Patients” in the top navigation bar.
Select “Patient Forms” from the dropdown.
Click “Download” under the New Patient Packet.
Open the downloaded PDF.
Print the forms.

3 Ideation

Information Architecture

Site Map

Information Architecture

After gathering requirements for the design brief, along with insights from user research conducted through interviews and surveys, and a competitor analysis, I developed a list of key app features. These features were then grouped and structured into a site map.



Appointments



Physicians



Services



Clinicians



Patients