In 2017, booking a medical appointment in Israel meant calling a call center. I designed a white-label system that the Ministry of Health could embed across hospital websites nationwide.
Everyone waiting on the line
Long wait times, language barriers, no certainty about availability — and no digital alternative. Our team listened to real calls at the call center to understand where people got stuck. The key finding: people know what they need. They just can't find it.
Autocomplete over categories
The service catalog was too large to browse — dozens of departments and specialties. A two-stage autocomplete respects that users already know what they need. It doesn't force them to read long lists. It lets them type and find fast.
A live white-label system embedded across hospital websites throughout Israel by the Ministry of Health.
"Designing for all Israeli citizens means designing for whoever is least comfortable with technology — elderly users, people under stress, non-Hebrew speakers. Every decision was tested against the question: does this work for the person who struggles most?"