Make the scope of care clear
Help patients recognise whether their condition or situation might fit the practice.
Specialist care.A simpler way in.
INFECTIOUS DISEASE CLINIC · COLORADO
View live website ↗Making highly specialised care easier to find, understand and access. A physician-led website bringing complex services, clinical authority and a clearer patient journey into one experience.
Strategy · Patient experience · Website design · Search architecture
THE CONTEXT
Patients don’t always knowwhat care they need.
Infinity ID & Wellness treats a broad range of infectious conditions. A visitor may know their diagnosis, only know their symptoms, or be looking for help after surgery or several inconclusive appointments.
The website could not assume that everyone already understood infectious disease as a specialty. It needed to help people orient themselves first.
Help someone recognise their situation before asking them to understand the specialty.
THE CHALLENGE
Complex medicine.A simpler digital experience.
Bring expertise forward
Make the physician’s training and experience part of the decision from the beginning.
Explain the care model
Introduce direct specialty care, longer appointments and transparent pricing.
Remove unanswered questions
Explain referrals, telehealth, records, intake and the first appointment before booking.
Create room for search
Give distinct patient needs focused destinations beyond one generic services page.
THE CORE STRATEGIC IDEA
Organise around the reasonspatients arrive.
A broad label such as “infectious disease care” is only the beginning. The structure needs to connect a person’s concern with the relevant care, physician and next step.
SERVICE ARCHITECTURE
One specialist.Many reasons to arrive.
Important areas of care have their own place in the structure, while remaining connected to the physician and the overall practice. Explore how different concerns become different starting points.
A PATIENT’S STARTING POINT
A concern after surgery
A clear entry point for someone looking for specialist help with a bone, joint or post-surgical infection.
Recognise the concernUnderstand the careMeet the physicianKnow how to book
Patients shouldn’t have to translate their problem into the provider’s terminology first.
PHYSICIAN AUTHORITY
Expertise that mattersbefore the appointment.
Dr. Katrina Coulter’s background in Internal Medicine and Infectious Disease is central to the practice. The website connects that experience with how care is delivered, rather than leaving it on a separate biography page.
The goal is to help patients understand what the physician’s expertise changes about their experience of care.
EXPLAINING THE CARE MODEL
Private care needsclear answers.
01Do I need a referral?+
The practice explains that patients can book without a referral.
02How does insurance work?+
Visits are paid directly to the practice. The website distinguishes that from the potential use of insurance for outside labs, imaging and medications.
03Is telehealth available?+
Telehealth is explained for appropriate patients located in Colorado.
04What will an appointment cost?+
Published appointment pricing helps visitors understand the care model before they reach booking.
05How soon could I be seen?+
Availability guidance gives patients context, including the possibility of earlier appointments for urgent cases when the practice can accommodate them.
REMOVING FRICTION
Sometimes conversion beginswith an answered question.
A patient shouldn’t reach the final booking step before discovering something fundamental about how the practice works.
THE PATIENT JOURNEY
Specialist medicine.A straightforward way in.
Book an appointment
Choose a suitable appointment time through the practice’s booking pathway.
Complete intake
Provide health history and intake information before the visit.
Share relevant records
Use the practice’s secure portal process to prepare the information needed.
Meet Dr. Coulter
Receive a specialist evaluation and a plan for what comes next.
The website connects discovery to the actual process of becoming a patient.
TRUST
More than credentials.Room to be heard.
Many patients arrive with complicated histories and unresolved questions. Listening and time need to feel as visible as the clinical expertise.
Longer visits, doctor-led care and a whole-person approach help answer the emotional question behind the clinical one:
“Can this physician understand something that has already been difficult to solve?”
SEARCH ARCHITECTURE
Different patient needs.Different destinations.
Someone searching for tick-borne disease is on a different journey from someone seeking care after joint surgery, HIV/PrEP management or IV antibiotic treatment. The architecture gives important care areas room to be understood in their own context.
Help after joint surgery
↓Bone + joint infectionsOngoing HIV care
↓HIV + PrEP managementOutpatient IV antibiotics
↓OPAT careSearch architecture should reflect clinical architecture.
DESIGN DIRECTION
Specialist enough to feel credible.Human enough to feel accessible.
The design creates room for clinical information without making the experience feel clinical.
TWO IDEAS. ONE EXPERIENCE.
Serious specialist medicine.You will be listened to here.
A clear hierarchy, a distinctive visual identity and a visible next step bring the two together.
Explore the live experience ↗THE RESULT
A specialist practice.Made easier to navigate.
A clearer digital front door for a complicated specialty. Visitors can recognise a condition, understand the physician’s expertise, explore the direct-pay model and see what happens next.
The practice has a structure with room for individual areas of care to become meaningful search destinations over time.
View Infinity ID & Wellness ↗WHAT THIS PROJECT DEMONSTRATES
Clinical complexity.Considered structure.
Complex service architecture
Specialist conditions organised around how patients look for help.
Physician-led trust
Credentials and experience become part of the decision journey.
Better qualification
Pricing, insurance, referrals and the model of care are explained before booking.
Operational UX
Discovery connects to intake and the process of becoming a patient.
Search-ready structure
Different care areas have focused destinations, connected to one practice.
FOR SPECIALIST MEDICAL PRACTICES
More specialisation.Less digital confusion.
As a practice grows, the website may need to explain more conditions, treatments and ways into care. That complexity belongs behind the experience, not in front of the patient.
We organise specialist expertise so people can understand where they fit and what to do next.
Explore Healthcare Website Design →YOUR SPECIALTY MAY BE COMPLEX.
Your digital experiencecan still feel simple.
We start by understanding the practice, the patients looking for it, the services that matter and where people currently get lost.
Then we build the structure around those decisions.