uZubnogo: turning a service catalogue into a clearer patient journey

The uZubnogo website had accumulated services, prices, doctor profiles, articles, guarantees, and frequently asked questions. As it grew, the structure became heavy, the visual treatment inconsistent, and the connection between information and booking less clear.

People often reach a medical website feeling anxious and uncertain. They need to understand which service is relevant, what the procedure involves, what it costs, what is included, whether payment can be split, and which clinician they can trust.

The first view named a service but did not always clarify the offer or next action. Long text blocks and weak hierarchy made essential facts difficult to scan. Information about clinicians, experience, equipment, guarantees, and outcomes was spread across different sections.

Treatment packages and prices were difficult to compare, while articles attracting search traffic did not consistently lead to a relevant service or consultation. The clinic needed one repeatable logic for both existing and future pages.

The work began with key pages, navigation paths, and Yandex Metrica evidence including click maps, view depth, movement between sections, and interactions with booking actions.

Four journeys were identified: a patient already knows the service; is comparing several treatments; does not yet know which treatment is relevant; or is checking the clinic and clinician before making contact.

A service page then answers, in order: who the treatment is for, what result is expected, how much it costs, what is included, how the procedure works, who provides it, what supports trust, and how to book.

The redesign concentrates detail where it helps the patient take a considered next step rather than simply increasing the volume of information.

1. 01

   A concrete opening view

   A service name is supported by a starting price or range, the key distinction, the relevant clinician or treatment result, a visible booking action, and concise trust information—without promising a medical outcome.

2. 02

   Price explained through treatment contents

   Options are broken into understandable stages, included and additional costs are clarified, and comparisons sit close to the consultation action. Instalment payments receive a separate, calm pathway.

3. 03

   Trust and onward action inside the content

   Clinicians appear beside relevant services with their specialism, experience, and approach. The article template begins with a concise answer, then adds navigation, comparisons, FAQs, related services, and a consultation path.

4. 04

   A repeatable visual decision sequence

   Open space, prominent headings, and consistent components separate essential information from supporting detail. Medical infographics clarify a comparison or stage without replacing a consultation or implying a guaranteed outcome.