Digital healthcare: why a beautiful website is not enough

Key insights from the research

The Doctoronline user study reveals:

• Most visitors have a good understanding of how Doctoronline operates, with existing customers demonstrating greater confidence in this compared to new visitors.
• The redesigned layout is perceived as more appealing, and ease of use remains largely positive.
• Visitors value the speed and simplicity of the service, among other aspects, but also highlight areas where the process could be made clearer or more enjoyable.

Most visitors have a good understanding of how Doctoronline works

The research indicates that most visitors understand how Doctoronline functions. On the redesigned website, approximately 68% of individuals who were not yet customers stated they could explain the process well or very well. Among existing customers, this figure rose to around 86%.

This difference provides an interesting perspective on the initial experience with digital healthcare. Existing customers are already familiar with the process, whereas new visitors need to build that familiarity. Their feedback therefore offers valuable insights into which explanations are most helpful during a first visit.

The open responses further illuminate this. Many respondents were able to clearly outline the various steps: selecting a product, answering medical questions, awaiting a doctor’s assessment, and then receiving the medication. However, some visitors mentioned they still had questions about initiating an application or submitting a repeat application.

At Doctoronline, these differences and responses are used to continually refine the clarity of the first introduction to the service. In this way, user research not only measures how the website is experienced but also identifies where visitors may require additional guidance.

The redesigned layout is considered more attractive

The redesigned layout has received higher ratings in terms of appearance. Around 77% of visitors found the website attractive or very attractive, compared to 75% for the previous design. Notably, the proportion of people selecting ‘very attractive’ has increased.

Ease of use also remains largely positive. While the differences compared to the old design are minimal, they suggest that both an appealing appearance and a user-friendly navigation contribute to the overall experience.

This is particularly significant in the context of digital healthcare. Visitors encounter a range of information, medical questions, and steps within an application. A polished design creates a pleasant environment, while a clear structure supports users in finding information and completing the process.

For Doctoronline, this underscores the importance of not only focusing on the website’s appearance but also continuously monitoring how visitors experience the various steps.

Most customers perceive the website as trustworthy

Most customers regard the website’s appearance as trustworthy. After placing an order, approximately 80% of new customers rated the website as trustworthy or very trustworthy. Among existing customers, this figure was around 92%.

For existing customers, this assessment remained nearly unchanged following the redesign. However, new customers were slightly less likely to choose ‘very trustworthy’ and more likely to provide a neutral response. This suggests that while existing customers largely maintain their trust in the website, new customers may approach their first experience with a degree of caution.

The research does not identify the specific reasons behind this difference but does highlight that new and existing customers may perceive the website’s trustworthiness differently.

What visitors value and where the online healthcare process could be clearer

The open responses provide a broader understanding of visitors’ experiences during the process. Many respondents described the service as fast, simple, clear, and trustworthy. Customer service was also frequently praised, particularly when assistance was needed to progress through the process.

At the same time, specific points for improvement were identified. Some customers found the medical questionnaire for repeat orders to be lengthy or repetitive. Others mentioned that it was not immediately clear where to start a repeat application.

These responses do not question the necessity of certain medical questions for a proper doctor’s assessment. Instead, they highlight how visitors perceive different parts of the process.

It is precisely this combination of positive feedback and areas for improvement that makes the open responses so valuable. They reveal which aspects are working well and where small adjustments could enhance the clarity of the process for visitors.

What do we learn from visitors about a good digital healthcare experience?

The research demonstrates that a positive digital healthcare experience is shaped by several factors. Appearance plays a role, but visitors also evaluate the website’s ease of use, the clarity of the service, and the confidence the process inspires.

Many of these experiences are positive. However, the differences between new and existing visitors underscore the importance of viewing the website from multiple perspectives. What may seem obvious to an experienced customer could still be unfamiliar to someone visiting Doctoronline for the first time.

This is why providing more information is not always the solution. What matters more is ensuring that relevant explanations are available at the right moment and that visitors understand the next step in the process.

By directly asking users for feedback, Doctoronline gains valuable insights into what works well and where improvements can be made. This approach ensures that enhancements are not limited to a single redesign but are part of an ongoing process that prioritises the visitor experience.

Conclusion

A successful digital healthcare experience arises when appearance, ease of use, clear information, and trust complement one another. Doctoronline’s research shows that visitors rate the website positively on many fronts and that the redesigned layout is seen as more attractive.

At the same time, the differences between new and existing customers offer valuable insights for further improvements. By continuously seeking feedback on how visitors experience the website and its processes, Doctoronline can better identify what works well and where additional clarity is needed.

In this way, the digital service evolves based on the experiences of the people who use it.

Want to learn more about how it works? See how Doctoronline works. 

About this research

This article is based on Doctoronline user research conducted in 2025. Two online surveys were carried out before and after the redesign: one during the visit prior to checkout and another after completing an order. The research was conducted in the Netherlands, Belgium, Germany, France, and Sweden. Identical questions were used both before and after the design update to assess differences in user experience.

The number of respondents varied depending on the question and the measurement moment. For the primary comparisons, this ranged from approximately 1,500 to 2,600 responses per question.