M Health Fairview

The old page mirrored the hospital's internal structure, which meant a patient had to already understand the difference between urgent care, virtual urgent care and an eVisit to make a choice. We reorganised everything around a single human question, how soon do you need care, so the first decision a patient makes is one they can actually answer.

TradeoffIt meant working against internal expectations, since several teams wanted their service surfaced first. We defended the urgency model with the reasoning that a clearer path for patients ultimately sends more qualified demand to every service.

The audit showed the most important actions sitting below the fold under paragraphs a stressed patient would never read. We surfaced the core choices immediately and moved detail into progressive layers, so the page leads with action and reveals explanation only on request.

TradeoffSome clinically important nuance, cost ranges and eligibility, had to move a click away. We accepted that trade in exchange for a first screen a patient could act on without reading a wall of text.

The brief paired patient clarity with moving routine demand away from the emergency room. We built entry points for labs, checkups and preventive care into the same page, so the patient path and business goal shared one structure.

TradeoffMore goals on one page risks clutter. We contained it by keeping everything inside the urgency framework, so promotional content never competed with a patient who needed care right now.