East Side Women's OBGYN

The practice takes pride in delivering individualized medical care for a variety of women’s health needs. Following an office renovation, the design work aimed to convey the same sense of comfort and belonging that ESWOBGYN provides in its space and service.

The Challenge

East Side Women's OBGYN had just renovated its office to feel warm and personal, the opposite of a sterile waiting room, but the website lagged behind. The brief was simple to say and harder to do: make the site feel the way the renovated space feels. At the same time, a medical practice's site has real work to do. Patients need to find the physicians, understand insurance and appointment policies, and get the phone number and address without hunting for them.

Our Approach

We treated the site as an extension of the renovation: soft, individualized and patient-first. A light blue palette and an understated, letterspaced wordmark set a quiet tone. The structure follows what a woman looking for an OBGYN actually needs to know and do. The practice and its physicians are introduced personally, insurance and appointment details are spelled out on their own page, and contact information with a map is never more than a click away. Important notices to patients sit right at the front door. It reads less like a medical directory and more like the practice itself.

The Outcome

A site that matches the in-office experience: warm, individualized and reassuring rather than clinical. A patient's first impression online now mirrors the comfort the practice built into its space. The practical details that generate the most phone calls, such as hours, payment, cancellation policy and insurance, are answered clearly in one place, on any device, which makes life easier for patients and for the front desk.