Problem

RFDS had no established digital system for their regional clinics.

They needed a scalable website experience that aligned with the broader RFDS brand while still feeling relevant and accessible to local communities.

Business Goals

• Support rollout of regional clinic websites
• Improve access to GP healthcare in regional areas
• Enable seamless online appointment bookings

Insights

• No existing digital system for regional clinics, requiring a scalable foundation for future locations
• Website needed to function as a full medical practice platform (services, doctors, forms, policies, bookings)
• Diverse regional demographic, including Aboriginal and Torres Strait Islander communities and multicultural users
• High trust expectations, with RFDS positioned as WA’s most trusted charity
• Need for clear location-based information (maps, parking, clinic details)
  Integration with HotDoc required, without relying on external redirects
• Content needed to be easily managed and updated by internal teams

Discovery & Research

I conducted an on-site discovery workshop with RFDS stakeholders to understand operational needs, patient demographics, and long-term rollout strategy.

Insights from the workshop directly informed the UX and information architecture, particularly the need for a scalable system that could support multiple clinic locations, evolving services, and integration with existing tools like HotDoc.

Considerations around community, accessibility, and cultural inclusivity were central to shaping the experience.

Target Audience

Primary: Regional and remote patients seeking GP services

Secondary: First-time patients unfamiliar with RFDS clinic offerings

Needs

Quickly access information and book appointments

Pain points

Varying levels of digital confidence, accessibility barriers, unclear healthcare pathways

User Goals

User need: Easily understand services and how to access care

End goal: Book an appointment with minimal friction

User Journey

To support patient needs, I designed a clear, task-focused journey that answers key questions:

What services are available?
|

Is this clinic right for me?
|

How do I book an appointment?

Design

Designed a scalable system that supports multiple clinic locations, evolving services, and ongoing content management by internal teams

Created a clear, accessible experience that reduces friction and supports a diverse range of users.

• Developed a scalable visual and interaction framework aligned with the RFDS brand
• Used inclusive imagery to support connection across diverse users
• Designed an intuitive information architecture for both first-time and returning patients

Accessibility

• Used plain language and symbols to support comprehension
• Ensured sufficient colour contrast for readability
• Prioritised low cognitive load through clear content structure and navigation
• Designed for users with varying literacy levels and digital familiarity
• Supported screen readers through semantic structure and meaningful labelling
• Ensured keyboard accessibility with clear focus states and logical navigation
• Applied accessible typography for readability across devices

Booking Integration

• Seamless HotDoc integration for uninterrupted booking flow
• Smooth transition from information discovery to action
• Reduced friction in accessing essential healthcare services

Considerations

• Community-focused approach reflecting local identity and needs
• Culturally aware design for a diverse regional demographic
• Responsive, mobile-first experience
• Screen reader compatibility
• SEO considerations to support local search visibility
• Scalable content management for ongoing updates (doctors, services, media)
• Future visual identity to incorporate commissioned local artwork

User Experience

• Clear and intuitive user flow supporting key patient tasks
• Reduced barriers to accessing healthcare information and bookings
• Improved confidence in navigating digital healthcare services

Scalability

• Established a reusable framework for future RFDS clinic websites
• Flexible system adaptable to different regional locations

Community Impact

• Opportunity identified to collaborate with a local Goldfields artist
• Visual direction reflects local identity, culture, and community pride

Client Impact

• Delivered a strong UX and visual foundation for RFDS’s regional rollout
• Supports RFDS’s mission to improve access to healthcare in regional and remote communities