Client: Alternaleaf
A landing page that turns a hesitant visitor into a booked patient
- Landing page designed end to end
- Australia's fastest-growing company (Deloitte, 2023)
- Onboarding redesigned
Organisation
- Alternaleaf
My role
- Senior designer (in-house)
Years
- 2023 to 2025
Sector
- Telehealth
The brief
Alternaleaf is an Australian telehealth service. I was one of its first two product designers. I designed the landing page, the first thing almost every new patient saw, and led design for the patient platform behind it. While I was there, Alternaleaf's parent company, Montu, was named Australia's fastest-growing company in the 2023 Deloitte Technology Fast 50, the first company to top the list two years in a row.
The challenge
Most visitors arrived unsure. They didn't know if the service was for them, what it would cost or what would happen once they booked, and many had felt rushed or judged by a clinic before. The page had to answer all of that in a few seconds, in a tightly regulated industry where what you can say is limited.
- Win the trust of people who had been let down before
- Say what happens next and what it costs, before anyone asks
- Stay within advertising rules for a regulated health service
What I did
I designed the page section by section around what patients told us in interviews: what stopped them booking, and what they needed to hear first.
Behind the page
Research at scale
More than 100 patient interviews, more than 25 clinician interviews and an 8-week diary study, alongside usability testing. The page's wording came from what patients said, not from marketing guesses.
Data analysis
I sorted support tickets into themes and tracked where visitors dropped off, from the landing page through to a booked consult. That showed which questions the page had to answer.
Onboarding after the click
The page is only the start. I redesigned patient onboarding from scratch, with a clearer structure, smarter form logic and short explanations at the moment patients need them.
Clinician workflows and messaging
Behind the scenes, I simplified clinician workflows with sensible defaults, and redesigned messaging with clearer threads, file sharing and notification settings to handle rising volume.
Phased rollout
I worked with clinical, operations and engineering teams to release changes in stages, so existing patients weren't disrupted while the service grew.
One clear first step
The headline names the three things that stop people booking: the wait, the paperwork and the stigma. There's one action, a free nurse consult, so a hesitant visitor can talk to a real person before committing to anything. On a phone, it's a full-width button right under the offer, where a thumb lands.
Answering the worry before it's asked
Interviews kept turning up the same fears: rushed consults, long forms and being judged. Each benefit row answers one of them in a few words, next to a clinician's face and the standards behind the care. Patients see that someone will actually listen.
Starting from what the patient is dealing with
People don't arrive knowing which service they need. They arrive with a problem. Four cards, written in patients' own words, let them find themselves quickly, and each one names what they've usually already tried, so they feel understood.
Showing exactly what happens next
Three steps set expectations before anyone books: a 30-second pre-screen, a free nurse consult, then a doctor's telehealth consult. The pre-screen checks suitability up front, so people who aren't suitable find out in seconds, not after an appointment.
Prices on the page
Both consult prices sit side by side, with how long each takes and whether it's by phone or video. Showing the cost up front answers the question most people would otherwise have to call and ask.
The result
The landing page was the front door for a business named Australia's fastest-growing company, and the onboarding behind it got patients from first click to booked consult faster. The same thinking applies to a specialist practice website: one clear next step, answers before questions, and fees on the page.
- less onboarding time
- 40%
- higher onboarding completion
- 25%
- faster message response time
- 60%
- growth in the user base
- 300%
Tools and deliverables
Landing page design, patient and clinician research, diary study, support ticket and analytics review, onboarding redesign, clinician workflow design, messaging redesign, phased rollout plan.
The outcome
- A landing page designed around what hesitant patients need to hear first
- Onboarding time down 40% and completion up 25%
- Message response time improved by 60%
- Supported growth of 300% in the user base, with no operational disruption
Talk to me about your practice website.
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