freelance project / DESIGN
Helping Dr. Ortiz make his expertise visible online
Dr. Ortiz is a venezuelan Neural Therapy specialist who offers a minimally invasive path to lasting relief, delivered with the clarity and warmth that makes patients feel confident from the first interaction.
Role
Product Designer
Date
2026
From zero to launch while navigating constraints such as:
Internal Misalignment
No Strategy
Unfamiliar Target Market
the challenge
The doctor's main problem is not that he lacks credibility, it's that his credibility is invisible online
This lack of information saturates Dr. Ortiz with repetitive questions, slowing bookings and hiding his positioning in the field.
the solution
To design a Landing Page that specifically answers frequent questions, and pre-screen patients from the first scroll
Task 1
Align with Dr. Ortiz
Discuss his positioning statement, personas, and the three core jobs the site needs to do: educate, establish credibility, and convert.
Task 2
Content architecture
Map out which pages and sections the site needs based on the three questions that currently flood his DMs
Task 3
Deliver
Present the final result to Launch the website.
the process
The architecture anchored content to patients' pain points to solve their main concerns
Skepticism
Lack of information
Trust
cost risk
Fear
Design System
AI Explorations
Because many of his patients didn't know what Neural Therapy is, I thought about including a dedicated section for it with a short definition. Placing his professional background toward the end of the landing page.
problem
The action plan discussed in our first meeting calls for "expertise front and center"
Placing his background at the end might work against it.
The AI generated a Pricing section around 3 session packs.
This design allowed users to compare easily, with a clear CTA to book the preferred session.
problem
The model itself was wrong
Dr. Ortiz requires an initial diagnostic appointment before he can even determine how many sessions a patient needs.
I prioritize a clear, honest, and "easy to say yes" layout
Added Dr. Ortiz's background summary at the top, consolidated all definitions into the FAQ section as a single reference point, and redesigned the pricing section to lead with the diagnostic visit. My intention was to:
Build Credibility Early
Reduce Repetitive Questions
Simplify Layout
Align Pricing with Real Process
final design
