2024
Sidra Medicine
Redesigned the navigation and built the page-template system, working with teams across patient services, clinical, research, and communications.
Healthcare
Research
UI/UX Design
Context
Sidra is one of Qatar's main academic hospitals, and a single website carries all of it. Patients, families, clinicians, and researchers arrive at the same place wanting completely different things. Years of additions had grown that place into thousands of pages with no shared structure.
Each group turns up with its own urgency: a family needs practical information fast, a clinician needs to reach a department, a researcher needs publications. All of them were funnelled through the same sprawl and left to dig.
On the surface this looked like a visual project, and it was really a structural one. How the content was organised mattered far more than how any single page looked. So I treated information architecture as the design itself, not the step that comes before it.
Before redrawing a screen, I mapped what each audience actually comes to do and rebuilt the site around those journeys. The interface decisions came later, once the structure underneath them was sound.
The Hard Part
The site was not broken so much as overgrown, which made the problem easy to underestimate. Nothing failed outright; everything just took longer than it should. The closer you looked, the less the underlying structure made sense.
Patient services, clinical departments, and research had blurred into one another, the same content lived in several places, and common tasks sat four or five clicks down. In a hospital, where people are often anxious or rushed, that extra distance quietly erodes trust.
What I Did
I started with the content rather than the screens. Everything was audited, regrouped around what people come to do, and rebuilt on a small set of repeatable templates. The aim was a structure that stays legible no matter how much gets added to it.
Priority journeys for each audience were mapped and shortened, the navigation was flattened, and every department page was put on the same template so it behaves predictably wherever it sits. That consistency is also what makes thousands of pages possible for a team to maintain.
What Changed
The site now holds together at scale instead of sprawling outward. Patient and clinical journeys are clearer, and research and institutional content each have a coherent space of their own. It is built to keep working as content is added, not to look new for a single launch.
Editors maintain it against a system rather than by hand, so consistency no longer rests on individual effort. The platform is set up for the long term.
The Call
The obvious, easier sell was a visual refresh, and I argued against it. Re-skinning would have looked like progress while hiding the actual problem under nicer typography. We fixed the architecture first and let the interface follow.
That order is slower and harder to show progress on, which is exactly why it is tempting to skip. For a site people lean on under real pressure, doing it properly was the only honest choice.
More Works
FAQ
01
Are you available?
02
Full-time, freelance, or both?
03
What kind of work do you take?
04
Remote, on-site, or both?
05
Bilingual?
06
What do I need to get started?
07
What about unpublished or NDA work?
08
How long does an engagement take?
2024
Sidra Medicine
Redesigned the navigation and built the page-template system, working with teams across patient services, clinical, research, and communications.
Healthcare
Research
UI/UX Design
Context
Sidra is one of Qatar's main academic hospitals, and a single website carries all of it. Patients, families, clinicians, and researchers arrive at the same place wanting completely different things. Years of additions had grown that place into thousands of pages with no shared structure.
Each group turns up with its own urgency: a family needs practical information fast, a clinician needs to reach a department, a researcher needs publications. All of them were funnelled through the same sprawl and left to dig.
On the surface this looked like a visual project, and it was really a structural one. How the content was organised mattered far more than how any single page looked. So I treated information architecture as the design itself, not the step that comes before it.
Before redrawing a screen, I mapped what each audience actually comes to do and rebuilt the site around those journeys. The interface decisions came later, once the structure underneath them was sound.
The Hard Part
The site was not broken so much as overgrown, which made the problem easy to underestimate. Nothing failed outright; everything just took longer than it should. The closer you looked, the less the underlying structure made sense.
Patient services, clinical departments, and research had blurred into one another, the same content lived in several places, and common tasks sat four or five clicks down. In a hospital, where people are often anxious or rushed, that extra distance quietly erodes trust.
What I Did
I started with the content rather than the screens. Everything was audited, regrouped around what people come to do, and rebuilt on a small set of repeatable templates. The aim was a structure that stays legible no matter how much gets added to it.
Priority journeys for each audience were mapped and shortened, the navigation was flattened, and every department page was put on the same template so it behaves predictably wherever it sits. That consistency is also what makes thousands of pages possible for a team to maintain.
What Changed
The site now holds together at scale instead of sprawling outward. Patient and clinical journeys are clearer, and research and institutional content each have a coherent space of their own. It is built to keep working as content is added, not to look new for a single launch.
Editors maintain it against a system rather than by hand, so consistency no longer rests on individual effort. The platform is set up for the long term.
The Call
The obvious, easier sell was a visual refresh, and I argued against it. Re-skinning would have looked like progress while hiding the actual problem under nicer typography. We fixed the architecture first and let the interface follow.
That order is slower and harder to show progress on, which is exactly why it is tempting to skip. For a site people lean on under real pressure, doing it properly was the only honest choice.
More Works
FAQ
01
Are you available?
02
Full-time, freelance, or both?
03
What kind of work do you take?
04
Remote, on-site, or both?
05
Bilingual?
06
What do I need to get started?
07
What about unpublished or NDA work?
08
How long does an engagement take?
2024
Sidra Medicine
Redesigned the navigation and built the page-template system, working with teams across patient services, clinical, research, and communications.
Healthcare
Research
UI/UX Design
Context
Sidra is one of Qatar's main academic hospitals, and a single website carries all of it. Patients, families, clinicians, and researchers arrive at the same place wanting completely different things. Years of additions had grown that place into thousands of pages with no shared structure.
Each group turns up with its own urgency: a family needs practical information fast, a clinician needs to reach a department, a researcher needs publications. All of them were funnelled through the same sprawl and left to dig.
On the surface this looked like a visual project, and it was really a structural one. How the content was organised mattered far more than how any single page looked. So I treated information architecture as the design itself, not the step that comes before it.
Before redrawing a screen, I mapped what each audience actually comes to do and rebuilt the site around those journeys. The interface decisions came later, once the structure underneath them was sound.
The Hard Part
The site was not broken so much as overgrown, which made the problem easy to underestimate. Nothing failed outright; everything just took longer than it should. The closer you looked, the less the underlying structure made sense.
Patient services, clinical departments, and research had blurred into one another, the same content lived in several places, and common tasks sat four or five clicks down. In a hospital, where people are often anxious or rushed, that extra distance quietly erodes trust.
What I Did
I started with the content rather than the screens. Everything was audited, regrouped around what people come to do, and rebuilt on a small set of repeatable templates. The aim was a structure that stays legible no matter how much gets added to it.
Priority journeys for each audience were mapped and shortened, the navigation was flattened, and every department page was put on the same template so it behaves predictably wherever it sits. That consistency is also what makes thousands of pages possible for a team to maintain.
What Changed
The site now holds together at scale instead of sprawling outward. Patient and clinical journeys are clearer, and research and institutional content each have a coherent space of their own. It is built to keep working as content is added, not to look new for a single launch.
Editors maintain it against a system rather than by hand, so consistency no longer rests on individual effort. The platform is set up for the long term.
The Call
The obvious, easier sell was a visual refresh, and I argued against it. Re-skinning would have looked like progress while hiding the actual problem under nicer typography. We fixed the architecture first and let the interface follow.
That order is slower and harder to show progress on, which is exactly why it is tempting to skip. For a site people lean on under real pressure, doing it properly was the only honest choice.
More Works
FAQ
Are you available?
Full-time, freelance, or both?
What kind of work do you take?
Remote, on-site, or both?
Bilingual?
What do I need to get started?
What about unpublished or NDA work?
How long does an engagement take?