Practice pages

As a Product Designer on RealSelf's consumer engagement team, I personalized the onsite content browsing experience — building an onboarding flow to collect user demographics and introducing tailored sort options. This work helped drive a 46% increase in organic traffic.

Overview

RealSelf is a marketplace where people research cosmetic procedures and connect with providers. Practice pages are profiles for medical practices — and since over 60% of RealSelf doctors work at clinics or hospitals, they're a significant revenue driver. But despite listing multiple providers, these pages were disorganized and thin on content. Without the social proof patients needed to feel confident, drop-off was high and ROI was low for the practices paying to be there.

My role and team

I was the lead designer and researcher responsible for devising the product strategy and producing data backed deliverables. I worked in collaboration with a product manager, content strategist, and engineers.

The Problem

The lack of content and suboptimal user experience lead to poor SEO performance and therefore low discoverability. In turn, practices see low ROI due to low contact rates from our users.

Content inheritance

Linking doctor profiles to their respective practices helps increase the amount of content on the page. Any reviews, photos or Q&A that a doctor has is inherited by the practice that they are associated with. This also reduced the administrative work for the providers’ office.

Page structure

In order to improve SEO performance we wanted to remove duplicative content. Consolidating multiple sections also helped reduce the page length considerably and improve the information hierarchy.

Procedure and provider filters

Practices can showcase four types of content on their profiles — Reviews, Before and After Photos, Q&A and Videos. With an increase in inventory, the new design also provides an improved filtering experience so people can easily find what they are looking for.