Axiom Plus — UI/UX case study.
A website for a national osteopathy network — helping people understand a treatment they have often never tried, find a clinic near them, and book.
- Client
- Axiom Plus Osteopathy Clinics, Canada
- Role
- Product / UX design
- Sector
- Healthcare — clinic network
- Surface
- Marketing site, clinic finder, booking entry
Context
Axiom Plus positions itself as Canada’s leading osteopathic care network. The public site carries the weight of explaining a hands-on treatment to people who may be in pain, sceptical, and comparing options.
The site has to do three jobs at once: explain what osteopathy actually is, prove clinical credibility, and get someone to a clinic and a booking without friction.
What the design had to do
Explain the treatment
Osteopathy is unfamiliar to a lot of visitors. The page has to teach without reading like a textbook.
Prove credibility
Healthcare decisions run on trust — practitioners, clinics and evidence have to be visible early.
Get to a booking
Find a clinic, then book. Everything else is secondary to that path.
Replace this with the brief in Axiom Plus’s own words, plus the one constraint that shaped the most decisions — timeline, tech, compliance, an existing design system, or a stakeholder. This is the part a hiring manager reads first.
Process
A multi-location clinical brand, where the same six steps had to resolve one specific tension: teach an unfamiliar treatment without slowing down the person who already knows they want an appointment.
Understand
Map the network — multiple clinics, multiple practitioners, one brand — and a visitor who may be in pain and in a hurry.
Research
Look at how people actually choose a clinic: proximity, practitioner, availability, and whether the treatment is understood at all.
Wireframe
Structure two parallel paths — learn what osteopathy is, or go straight to finding a clinic — without forcing everyone down one of them.
Visual design
A clinical palette that reads calm rather than cold, carried by imagery of real hands-on treatment instead of stock wellness.
Prototype
Walk the clinic-finder and booking entry as a first-time visitor: can someone unfamiliar get from landing to a booked session?
Handoff & support
Multi-clinic templates and components, so a new location can be added without a redesign.
The steps above describe what each stage had to solve on Axiom Plus. What turns that into a case study is the evidence — add, for any two or three of them:
- Who you spoke to, and the one finding that changed the design
- A decision you made, and the option you rejected
- Something that tested badly, and what you did about it
- A wireframe or screen — before and after beats a finished shot
Outcome
This is a booking funnel wearing a marketing site, so the numbers that matter are the ones on the path to an appointment.
Bookings started vs. bookings completed
Clinic-finder completion rate — how many people who search actually pick a clinic
Share of bookings online vs. phone, before and after
How long it now takes to launch a new clinic page
Put real figures against the four above, or strike the ones you can’t evidence. If Axiom Plus never shared numbers, a single sentence from the client about what changed is still worth more than a blank. Right now no project on the site states an outcome, and that is the biggest gap in the portfolio.
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