Role
UI/UX Designer,
CX Designer
Collaborators
UX Researcher,
Engineering Team,
Doctify
Tools
Figma, Jira, PowerBI, ContentSquare, Doctify Widgets
> Results
Direct impact on online bookings up 64% (6,275 → 10,298)
Jun 2023 vs Jun 2026
Building trust through social proof across key product touchpoints
Sessions up 10.8%
Jun 2023 vs Jun 2026
> About the Business
Circle Health Group is the UK's largest private hospital group, founded in 2004 and rebranded in 2019 after acquiring BMI Healthcare. They operate over 50 locations nationwide, offering clinical excellence with a patient-first approach. The group provides more than 500 treatments across 60 specialties, supported by over 6,000 consultants. With a monthly average of over 600k sessions, the website commands a high-traffic digital presence.
> Challenges
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Designing and elevating the consumer experience for a broad, diverse user base across an end-to-end online booking journey
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Navigating competing priorities across simultaneous projects, collaborating with cross-functional teams of varying capacity and focus
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Working within template and CMS constraints to deliver polished, consistent experiences across desktop and mobile
> Project Overview
In healthcare, trust isn't a nice-to-have - it's the deciding factor.
Partnering with Doctify, a leading healthcare review platform, we brought verified patient reviews into key touchpoints across the Circle Health Group website. From the homepage banner to hospital pages and individual consultant profiles, real patient feedback was integrated to meet users at every stage of their decision-making journey.
By surfacing authentic social proof where it matters most, we reduced booking hesitation and gave prospective patients the confidence to choose Circle Health Group.
> Placement Strategy & UX Rationale
Every design decision in UX carries weight - and deciding where to surface these review widgets was no exception. Using ContentSquare, we analysed user behaviour across key pages to identify where attention was highest and engagement most meaningful.
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Mapped interaction heatmaps to identify the most engaged zones on the homepage, hospital pages and consultant profiles
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Identified above-the-fold areas as prime real estate for first-impression trust signals
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Analysed scroll depth to determine where a dedicated reviews section would capture users further down the funnel
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Leveraged existing Google Reviews section as an anchor point, placing Doctify reviews alongside it to consolidate social proof in one destination
> Key insights
Above the fold reviews
Doctify + Google reviews (dedicated reviews section
> Main decisions
With placement confirmed, the focus shifted to execution. Ensuring each review element felt native to the product rather than a bolted-on widget.
We added a 'banner widget' right below the hero banner
A stronger dedicated reviews section was created further down the homepage
Consultant profile pages, tiles and additional touchpoints across the product were updated to incorporate Doctify review badges
> Final thoughts
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Integrating Doctify reviews was one of several initiatives contributing to a stronger, more confident user experience across the product
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Placing verified patient reviews at key touchpoints added a meaningful layer of trust, supporting users throughout their decision-making journey
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Alongside wider product improvements, these efforts contributed to a positive trend in both traffic and bookings - sessions up 10.8% and online bookings growing 64% between June 2023 and June 2026
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A focused design decision, grounded in user behaviour and data, playing its part in a broader picture of growth