The page forks in the hero
Two doors, each with its own colour, doctor and promise. The first decision on the page belongs to the visitor, and colour guides the journey from there on.
Speculative redesign
Two specialties, one page, no decision made.
Dermatology and urology shared one site and never separated: same hero, same slider, same copy. Someone looking for melasma treatment and someone investigating a kidney stone landed on exactly the same page.
This is a speculative redesign, made on my own initiative from public information. There was no engagement and the clinic took no part in it. The photography is generated and some figures on the published page are illustrative.
The page itself is in Portuguese. It was written for patients in Portugal and Brazil, and translating it would misrepresent the work.
Before and after
BeforeCurrent site
AfterProposal
What was broken
- The two specialties never split, despite serving different audiences with different urgency
- The clinic's strongest claim was buried in an inner-page paragraph: safe aesthetic procedures for sensitive, allergic and autoimmune skin
- So were the credentials: the homepage said only “highly qualified team”, while inner pages show a master's degree from FMRP-USP and a preceptorship in the urology residency at the university hospital
- Every page footer linked to design.it.nf, the vendor's staging environment, leaked into production
Design decisions
The buried claim becomes the headline
People with sensitive skin or autoimmune conditions are routinely turned away from aesthetic procedures. Here the doctor performing the procedure is the same one treating the underlying condition, and she holds a master's degree in exactly that field.
The third art direction of the batch
Cool base, sans for display and serif for body copy, inverting the Pascoal hierarchy. A two-colour system where colour does wayfinding work rather than decoration.
Usability and accessibility, measured
- Fifteen contrast pairs measured, all above WCAG AA, the lowest at 5.05:1
- Zero touch targets under 44px and zero horizontal overflow across the four breakpoints
- A single H1 and an unbroken heading hierarchy
Technical
- Static Next.js
- Per-track colour system, applied through a single parameterised component
- Medical clinic structured data using verified information only
What this solves
- Each patient reaches the right content in one click
- University hospital credentials start working for the clinic instead of hiding
- The vendor's leaked staging links disappear from the footer
Other work
SoulFork
Marketing and lead capture site, live.
Clínica Dentária Pascoal
The price list as the argument, not as a buried table.
Unique Odontologia
The clinic's best asset was buried in a bullet point.
Automated storyboard
From the briefing in a chat to finished PSDs, with two approvals of mine.