01 Overview

Layline is a cloud-based patient-experience and reputation-management platform.

Before the redesign, the homepage primarily served internal users and lacked functionality for a broader audience. It was one of the product's most-visited screens — yet it didn't help clients understand performance or take meaningful action.

The objective was to transform the homepage into a more engaging, functional entry point — attracting more client users to the platform and encouraging interaction across the rest of the software.

02 The problem & why it mattered

Healthcare teams couldn't see performance — or act on it.

Healthcare personnel need a clear view of performance and patient reviews. The homepage lacked clarity, leaving them disconnected and unsure how to improve their reputation.

app.layline.com / home · before

FIG 01 · the homepage prior to the redesign

What wasn't working

Outdated UI

Non-functional elements

No clear call to action

Unclear icons & language

Business goal

Drive engagement and reduce support needs by making the homepage a clear, empowering experience for clients.

03 Research & discovery

Three streams of research worked together to define what the homepage needed to surface, and for whom.

Desk research — competitive analysis

I analyzed 10 competitors' homepages, spotting recurring patterns: customizable dashboards, prominent NPS displays, and clean, data-focused layouts.

10 competitors reviewed Customizable dashboards Prominent NPS displays Clean, data-focused layouts

FIG 02 · lo-fi demonstrating identified user mental models & information architecture

Quantitative — Hotjar & Google Analytics

Behavioral data showed users spent most of their time in the Reputation Management and Customer Experience modules, with review responses the top action. Users relied heavily on understanding customer feedback and maintaining their online presence.

Hotjar · scroll heatmap

FIG 03 · scroll heatmap

Hotjar · click heatmap

FIG 04 · click heatmap

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Users needed fast access to sentiment — and a way to respond quickly.

Qualitative — workflows & the metrics that mattered

To connect those behaviors to goals, I mapped interviewed users and their workflows. This revealed the metrics they depended on most for daily decision-making — the data that let them gauge sentiment, track trends, and spot where action was needed.

The five metrics that drove daily decisions

NPS

Net Promoter Score

★

Review star rating

Review volume

Response rate

GBP

Google Business Profile

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These insights directly shaped the information hierarchy and module-based layout of the redesigned homepage.

04 Findings & moving forward

Two users, two very different jobs.

Group A

The Higher-Ups

Strategic Decision Makers

I need to quickly see how all of my practices are performing overall

Practice owners, managers

Check dashboard 2-3x per week

Want high-level trends

Data Priorities

Review ScoresHow are patients rating us?

NPS ScoreWould patients recommend us?

Total ListingsHow visible are we online?

Profile CompletenessAre we presenting ourselves well?

Group B

On-Site Staff

Task-Oriented Executors

I'm the one who responds to reviews. I need to see what's new and take action quickly

Marketing staff, admin assistants

Check dashboard daily

Want granular, actionable data

Data Priorities

ActionsWhat are people doing on our listing?

ImpressionsHow many people are seeing us?

Individual ReviewsWhat exactly did this patient say?

Response StatusWhich reviews haven't I replied to?

FIG 05 · the two identified user groups & their needs

The tension Findings

The homepage needed to support both high-level performance monitoring and fast, task-driven action.

Monitor executives, at a glance

Act on-site staff, right now

05 Process

Designed in collaboration.

Ideation was collaborative. I ran workshops with internal users, PMs, and the CEO to iterate on wireframes and align on information hierarchy, UI, and the key data points for each module. Every decision balanced high-level performance visibility for executives with actionability for daily users.

FIG 06 · wireframe iterations explored during collaborative workshops

FIG 07 · workshop wireframes — the wireframe on the right reflects the final overall layout

Design decision

A modular card approach with clear entry points into each module benefitted both the user and the business.

FIG 08 · the modular card layout — clear entry points into each module

Another critical element

A dedicated data feed for what can't wait.

Because timely responses mattered, the design needed to make recent reviews and survey feedback immediately visible and actionable. I introduced a dedicated data feed — an essential element for on-site staff whose daily work depended on staying on top of customer sentiment.

FIG 09 · the data feed — recent reviews & survey feedback, made actionable

06 The solution

A digestible, data-driven dashboard.

The redesign turned a passive landing page into a decision-making dashboard — grouping the software into clear modules, surfacing the metrics that mattered, and giving users a fast path into action.

From landing page → decision-making dashboard

Passive landing page

Informational, static

No sense of performance

Nowhere to actdead end

→

Actionable dashboard

Performance at a glance

Sentiment surfaced first

Respond in one clickaction

Modular cards

Cards group the software modules with clear entry points into each — good for the user and the business.

Tips & guidance

In-context tips boost confidence and pull users deeper into the software.

Digestible data

Data visualizations designed to read clearly for both user groups at once.

Data feed

A live feed for quick information and immediate action on what's new.

Scores & ratings

Scores and ratings give patient sentiment at a glance, up top.

Location & permissions

Practice locations customized by user group and permission level.

07 Inside the redesign

The redesigned homepage.

app.layline.com / home · after

FIG 10 · the redesigned, data-driven homepage dashboard

Annotated · what each area does

AScores & ratings up top

NPS, star rating, and review volume lead the page, so patient sentiment reads at a glance.

BModule cards

Each module gets a card with a clear entry point, so navigation and discoverability improve at once.

CThe data feed

Recent reviews and survey feedback stay visible and actionable — for staff who respond daily.

DClear CTAs

Prominent calls to action make responding to reviews and surveys the obvious next step.

TIP · drop the real dashboard above, then position lettered pins over each area to match this legend

Before → After

Before

×Outdated UI
×Non-functional elements
×No CTA
×Unclear icons & language

After

✓Modern UI
✓Interactive elements that bring users into the software
✓Clear CTAs for quick review & survey responses
✓Helpful, relevant visuals & language

FIG 11 · homepage — before vs. after the redesign

Mobile

A quick read across every location.

→Mainly used by executive-level users.
→Prioritizes high-level data for a quick look across all locations.

FIG 12 · mobile homepage — high-level view for leadership

08 Impact

What the redesign moved.

150%

increase in client user engagement via the new homepage — within the first month.

Usability gains

Users can navigate and act more efficiently.

Improved navigation and module discoverability across the homepage.

560+

healthcare practices use Layline to manage patient experience & reputation — the audience this homepage now serves.

What we'd track next Planned measurement

→Task Success Rate

Track the % of users who successfully respond to surveys and reviews.

→CSAT

Collect feedback to measure user satisfaction with the redesigned homepage.