Case study · Healthcare · 2024
Case study · Healthcare · 2024
Case study · Healthcare · 2024
Designing a digital world as magical as the hospital itself
Designing a digital world as magical as the hospital itself
Designing a digital world as magical as the hospital itself
Designing a digital world as magical as the hospital itself
(↓)
Product strategy
Strategy → Launch
Art Direction
UX/UI Design
Webflow Development
CMS Architecture
360° Virtual Tour
A children's hospital in Thane. With exceptional staff, a beautifully themed paediatric infrastructure. What didn't they have? A website that did any of that justice. I was brought in as the sole designer to fix that, end-to-end.
A children's hospital in Thane. With exceptional staff, a beautifully themed paediatric infrastructure. What didn't they have? A website that did any of that justice. I was brought in as the sole designer to fix that, end-to-end.
A children's hospital in Thane. With exceptional staff, a beautifully themed paediatric infrastructure. What didn't they have? A website that did any of that justice. I was brought in as the sole designer to fix that, end-to-end.
A children's hospital in Thane. With exceptional staff, a beautifully themed paediatric infrastructure. What didn't they have? A website that did any of that justice. I was brought in as the sole designer to fix that, end-to-end.
4.5x
4.5x
4.5x
4.5x
Footfall growth after launch
Footfall growth after launch
Footfall growth after launch
Footfall growth after launch
40-50
40-50
40-50
40-50
Daily appointment bookings
Daily appointment bookings
Daily appointment bookings
Daily appointment bookings
6 mo
6 mo
6 mo
6 mo
Solo designer, zero to live
Solo designer, zero to live
Solo designer, zero to live
Solo designer, zero to live
350+
350+
350+
350+
Unique CMS entries built
Unique CMS entries built
Unique CMS entries built
Unique CMS entries built
THE PROBLEM WORTH SOLVING
MRR wasn’t failing at healthcare. The doctors were excellent. The infrastructure was genuinely modern. Every floor had its own world. Jungle. Savannah. Ocean. Desert. Even the surgery rooms had animal murals. Built around one simple idea: make children curious before they become scared.
And then I opened the website.
And then I opened the website.
Nothing online reflected any of that warmth. Parents searching for a children's hospital in Thane would find something that looked abandoned around 2010. Outdated in a "can I trust this place with my child?" way.
Nothing online reflected any of that warmth. Parents searching for a children's hospital in Thane would find something that looked abandoned around 2010. Outdated in a "can I trust this place with my child?" way.
That was the real problem.
That was the real problem.
MRR had already built trust in the physical world. The digital experience was quietly destroying it.
MRR had already built trust in the physical world. The digital experience was quietly destroying it.
A hospital worth trusting was invisible to the parents who needed to find it.
MY ROLE & THE CONSTRAINTS
I owned this project entirely.
Strategy → Launch. Reporting directly to my CEO and the client team, with no layer between brief and decision.
ROLE
Senior Designer
TIMELINE
6 Months
SCOPE
Healthcare
STACK
Figma · Webflow
Product strategy
Product strategy
Art Direction
Art Direction
UX/UI Design
UX/UI Design
Webflow Development
Webflow Development
CMS Architecture
CMS Architecture
Photoshoot direction
Photoshoot direction
360° Virtual Tour
360° Virtual Tour
SEO
SEO
Launch
Launch
THE INSIGHT
The hospital had given every floor an animal theme. Why should the website be any different?
The themed building wasn't a decoration. It was the hospital's strongest brand asset, and it existed entirely offline. So I brought it online. Each page carries its own ecosystem, the homepage opening in the sky and scrolling down to a lake.
The themed building wasn't a decoration. It was the hospital's strongest brand asset, and it existed entirely offline. So I brought it online. Each page carries its own ecosystem, the homepage opening in the sky and scrolling down to a lake.
Physical → digital — the same identity, two worlds
STRATEGY BEFORE DESIGN
Three decisions I made before starting a single design concept changed everything
01
360° virtual tour
360° virtual tour
Parents deciding on care for their child want to see where their child will be. A virtual tour isn't a feature, it's a trust-building tool. I proposed it, and the hospital director approved it personally.
Parents deciding on care for their child want to see where their child will be. A virtual tour isn't a feature, it's a trust-building tool. I proposed it, and the hospital director approved it personally.
02
Doctors with personality
Doctors with personality
Doctors needed to feel approachable, not intimidating. On hover, the professional headshot switches to a funny, playful pose. One interaction that changed how children and parents relate to the medical staff.
Doctors needed to feel approachable, not intimidating. On hover, the professional headshot switches to a funny, playful pose. One interaction that changed how children and parents relate to the medical staff.
03
CMS from day one
CMS from day one
With 300+ doctors profile and service specialities, I built the entire site on Webflow CMS. Heavy upfront architecture that paid off in scale, update speed, and client independence after launch.
With 300+ doctors profile and service specialities, I built the entire site on Webflow CMS. Heavy upfront architecture that paid off in scale, update speed, and client independence after launch.
THE DESIGN PROCESS
Make the strategy visible before building it
I started with a lo-fi landing page in Figma. Not to test usability, but to make the strategy visible. The client needed to see the scrolling world as a concrete visual before committing.
I started with a lo-fi landing page in Figma. Not to test usability, but to make the strategy visible. The client needed to see the scrolling world as a concrete visual before committing.
They literally approved it in the first meeting, which honestly felt great.
They literally approved it in the first meeting, which honestly felt great.
From there, the entire lo-fi structure of every page plus a detailed navbar map was all approved before hi-fi began. Saved weeks of revisions later.
From there, the entire lo-fi structure of every page plus a detailed navbar map was all approved before hi-fi began. Saved weeks of revisions later.
THE COMPLETE WEBSITE
A walk through the world, page by page
Homepage
Opens in the sky. As you scroll, you descend through the ecosystem. Birds, animals, a footer designed as a lake. Emergency and booking CTAs are present throughout, because beauty means nothing if a parent in crisis can't find help.
Opens in the sky. As you scroll, you descend through the ecosystem. Birds, animals, a footer designed as a lake. Emergency and booking CTAs are present throughout, because beauty means nothing if a parent in crisis can't find help.
The Doctor and CMS Page
The Doctor page has profile cards for every doctor. On hover, the doctor's image switches to a playful pose. One click opens a full CMS page with credentials and a dedicated booking form. Any parent can reach any doctor in under 30 seconds.
The Doctor page has profile cards for every doctor. On hover, the doctor's image switches to a playful pose. One click opens a full CMS page with credentials and a dedicated booking form. Any parent can reach any doctor in under 30 seconds.
Services, Infrastructure, Contact
Specialities are all listed alphabetically with a search bar, because a parent looking for paediatric cardiology at 11 pm doesn't want to browse. Infrastructure leads into the 360° tour. Contact removes every ounce of friction with maps and multiple CTAs.
Specialities are all listed alphabetically with a search bar, because a parent looking for paediatric cardiology at 11 pm doesn't want to browse. Infrastructure leads into the 360° tour. Contact removes every ounce of friction with maps and multiple CTAs.
THE HARDEST THING I'VE EVER BUILT
A 360° virtual tour,
native in Webflow
A 360° virtual tour, native in Webflow
I personally shot the full 360° photography across every floor and every themed room. Then came a problem I'd never faced: building a fully draggable, interactive 360° view natively in Webflow, compliant with both Chrome and Safari's increasingly strict rendering rules.
I personally shot the full 360° photography across every floor and every themed room. Then came a problem I'd never faced: building a fully draggable, interactive 360° view natively in Webflow, compliant with both Chrome and Safari's increasingly strict rendering rules.
There was no template. No tutorial for this exact problem. I worked on it for 22 days to solve browser compatibility, interaction limits, and performance.
There was no template. No tutorial for this exact problem. I worked on it for 22 days to solve browser compatibility, interaction limits, and performance.
I got it done. The hospital director appreciated it personally.
I got it done. The hospital director appreciated it personally.
Physical → digital — the same identity, two worlds
22
days, from first principles
7
total floors captured
0
tutorials to depend on
2
major browsers fully complaint
MY WORK IMPACT
From invisible to the
digital anchor of a campaign
#1
On Google
for "children's hospital in Thane". From completely unfindable to top of the page with a 1.5k rating
~55%
New Appointments
more than half of all new bookings start on the site that didn't exist before.
+34%
Hospital revenue
total revenue growth added through the site in 9 months, from a baseline of zero.
~70%
On mobile
bookings happen on a phone. Mobile-first design, validated by real behaviour.
BEHIND THE SCENES
There's no
'not my department'
on a project you own
The 3-day shoot, child actors, staff, and video snippets, was one of the more intense stretches of the project. I managed the shot list, directed on-site, and made sure every image had a pre-planned home in the site. The output matched the brief exactly.
The 3-day shoot, child actors, staff, and video snippets, was one of the more intense stretches of the project. I managed the shot list, directed on-site, and made sure every image had a pre-planned home in the site. The output matched the brief exactly.
REFLECTION
What worked
Anchoring the entire strategy in the hospital's existing identity was the single best call I made. It gave the site a concept that was distinctive and deeply authentic. Not a style imposed from outside, but the hospital's own identity amplified.
The doctor hover was a small idea with an outsized impact. One decision that changed how an entire category of users felt about the staff.
Anchoring the entire strategy in the hospital's existing identity was the single best call I made. It gave the site a concept that was distinctive and deeply authentic. Not a style imposed from outside, but the hospital's own identity amplified.
The doctor hover was a small idea with an outsized impact. One decision that changed how an entire category of users felt about the staff.
What I'd do differently
Honestly, I'd architect the CMS structure earlier and more rigorously. The 350+ entries became a heavy late-stage undertaking. A detailed schema in month one would have let data population run in parallel with design, instead of after it.
Honestly, I'd architect the CMS structure earlier and more rigorously. The 350+ entries became a heavy late-stage undertaking. A detailed schema in month one would have let data population run in parallel with design, instead of after it.
What this taught me
The most valuable design work happens before any design work happens.
Every proposal the client loved. The theme system, the 360° tour, and the doctor interactions came from research and strategic thinking before Figma was ever opened. Conviction at the strategy stage is what earns trust and creative freedom.
Every proposal the client loved. The theme system, the 360° tour, and the doctor interactions came from research and strategic thinking before Figma was ever opened. Conviction at the strategy stage is what earns trust and creative freedom.
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
let's connect ; )
(2026)
(2026)
(2026)
I was about to train a pigeon for this, but an email felt faster.
I was about to train a pigeon for this, but an email felt faster.
I was about to train a pigeon for this, but an email felt faster ^_^
Let’s work together
18.5246° N, 73.8786° E
18.5246° N, 73.8786° E
18.5246° N, 73.8786° E
