Ramsay Health Care

Project lead

Lead product designer

Led the design of a digital booking platform for Ramsay Health Care, replacing a call centre-led model with a scalable online experience.

Responsible for end-to-end delivery, managing a cross-functional team including a content designer, UX designer, business analyst, researchers, and engineers.

The goal was to reduce operational workload and deliver an efficient, accessible booking experience aligned with user expectations and competitor offerings.

The problem

Ramsay’s booking process relied heavily on call centres, creating friction for users and operational strain for staff. Users lacked visibility over availability, pricing, and treatment options, leading to drop-off and inefficiencies.

The challenge was to design a digital booking experience that balanced usability, accessibility, and complex backend constraints.

Discovery & alignment

Partnered with research teams to synthesise insights on user needs, identifying accessibility, ease of use, and speed as critical drivers—particularly for Gen X and older users.

Facilitated stakeholder workshops to align on business goals, operational constraints, and technical limitations (MAXIMS backend), ensuring feasibility from the outset.

Key product & design decisions

  • Prioritised earliest appointment availability

    Users consistently preferred speed over location, so we surfaced the soonest available appointments as the primary decision driver.

  • Simplified content for accessibility

    Reduced cognitive load by restructuring content, improving usability for older users and those with accessibility needs.

  • Improved filter visibility and interaction

    Redesigned filtering to be more prominent and intuitive after usability issues were identified.

  • Introduced pricing transparency

    Replaced vague estimates with clearer cost information to build trust and reduce uncertainty.

Service blueprint

Mid-fidelity prototype for first round of testing

ddddd

User journey map / low fidelity wireframes

User testing

Led two rounds of usability testing across mobile and desktop with target users (55+), including participants with accessibility needs.

Validated functionality, refined interaction patterns, and tested visual design through A/B testing on mid- and high-fidelity prototypes.

Research synthesis - affinity mapping & priritisation matrix

UI & design system

  • UI & accessibility

    Led UI design, ensuring WCAG AAA compliance. Applied high contrast, clear hierarchy, and intuitive iconography to improve usability.

  • Design system

    Developed a scalable design system in collaboration with engineering to ensure consistency and support efficient development and future iteration.

Impact and rollout

  • Inclusive experience

    Delivered a WCAG AAA-compliant experience, improving usability for older users and those with diverse physical, cognitive, and neurodivergent needs

  • Frictionless patient journey

    Improved clarity and usability across key booking journeys, reduced friction across key patient journeys to increase booking conversion.

  • Validation and iteration

    Validated design decisions through multiple rounds of user testing

  • Delivery and feedback mechanism

    Delivered a scalable, accessible solution aligned with real user needs and technical constraints. Currently in phased rollout (20% traffic), with feedback mechanisms in place to measure performance and inform iteration.

Next

Sky & WithU