LASERSIGHT is one of Australia’s most established providers of laser eye surgery, operating as part of the SMS Healthcare network. With over 25 years of experience and tens of thousands of patients treated, the clinical credibility was there. The website wasn’t doing it justice.
The project involved a full redesign focused on building patient confidence and making it easy to take the next step toward a consultation. The brief required balancing clinical authority with warmth, so the site felt reassuring without being sterile.
Navigation was restructured around the reasons people consider laser eye surgery in the first place, from lifestyle and employment through to defence and sport. Organising the site this way meant visitors could find content relevant to their situation quickly, without having to work through information that wasn’t meant for them.
A key piece of UX work was the consultation booking flow, which needed to connect patients with the right surgeon and clinic across a national network. The challenge was making something that felt simple for the patient while handling the complexity of matching location, surgeon and availability behind the scenes. Progressive disclosure and clear wayfinding kept the flow moving without overwhelming users at any step.
A dark design system was developed to reflect the premium and precision nature of the brand. Typography, photography and spacing were all considered to give clinical content room to breathe. The colour palette was also refined for better WCAG compliance across the site.
What this delivered
Stronger brand perception as a premium, medically-led provider — bringing the website in line with the clinical authority LASERSIGHT had built over 25 years.
Improved conversion toward consultation bookings through a clearer patient journey, audience-specific navigation and prominent calls-to-action at key decision points.
A simpler booking experience connecting patients with the right surgeon and clinic across the national network, reducing friction in a complex multi-variable process.
Better accessibility and readability through a refined colour palette meeting WCAG contrast standards, making clinical content clearer across all devices and lighting conditions.
A scalable design system built to maintain visual consistency across the site as content grows, with reusable components for team profiles, clinic locations and service pages.
Tools & Apps used
Part of my work with BJM Digital
This project was completed during my time at BJM Digital, where I worked as Lead Designer within the in-house team. The client was engaged directly through the agency, and I was responsible for leading the creative direction and design execution. You can explore more of their work and services here.
