La Jolla Cosmetic Surgery Centre is a leading San Diego plastic surgery practice with six board-certified surgeons, 40,000-plus patients, 7,000-plus verified reviews, and more than 35 years of care.
Project overview
La Jolla Cosmetic Surgery Centre needed a digital platform that could support one of San Diego’s most established cosmetic surgery practices while making more than 90 procedures easier for patients to understand. I designed, developed, and continue to maintain the WordPress website, including its centerpiece: an interactive treatment planner that guides patients from broad concerns to a personalized procedure recommendation. The experience combines information architecture, UX strategy, content, accessibility, and conversion-focused design to turn an intimidating catalog of services into a clear, confidence-building path toward care.
Challenges
The core challenge was scale without overwhelm. Patients could arrive knowing exactly what procedure they wanted or with little idea where to begin, while the practice offered more than 90 options across body, breast, face, nose, and hair. A traditional navigation structure could organize that information, but it would not necessarily help someone make sense of it. I designed the interactive treatment planner to turn that complexity into a guided decision path, asking a focused series of questions and progressively narrowing the options to one recommendation. Every step had to balance medical accuracy, accessibility, calm pacing, and clear language while still feeling conversational rather than clinical. The tool also needed to support the business side of the experience, helping qualify prospective patients without making the interaction feel like a lead form disguised as a quiz.
Results
The finished platform gives LJCSC a clearer digital path from initial research to consultation while supporting the depth of the practice without making that depth feel intimidating. The treatment planner has remained in production for years, narrowing more than 90 procedures into personalized recommendations and generating a steady stream of qualified leads. Trust signals including board certifications, 7,000-plus verified reviews, real before-and-after results, and decades of clinical experience are surfaced throughout the site to help patients feel informed before they ever make contact. The result is an accessible, conversion-focused platform that educates, reassures, and turns a complex procedure catalog into a more confident patient journey.
La Jolla Cosmetic Surgery Centre is a leading San Diego plastic surgery practice with six board-certified surgeons, 40,000-plus patients, 7,000-plus verified reviews, and more than 35 years of care.
Project overview
La Jolla Cosmetic Surgery Centre needed a digital platform that could support one of San Diego’s most established cosmetic surgery practices while making more than 90 procedures easier for patients to understand. I designed, developed, and continue to maintain the WordPress website, including its centerpiece: an interactive treatment planner that guides patients from broad concerns to a personalized procedure recommendation. The experience combines information architecture, UX strategy, content, accessibility, and conversion-focused design to turn an intimidating catalog of services into a clear, confidence-building path toward care.
Challenges
The core challenge was scale without overwhelm. Patients could arrive knowing exactly what procedure they wanted or with little idea where to begin, while the practice offered more than 90 options across body, breast, face, nose, and hair. A traditional navigation structure could organize that information, but it would not necessarily help someone make sense of it. I designed the interactive treatment planner to turn that complexity into a guided decision path, asking a focused series of questions and progressively narrowing the options to one recommendation. Every step had to balance medical accuracy, accessibility, calm pacing, and clear language while still feeling conversational rather than clinical. The tool also needed to support the business side of the experience, helping qualify prospective patients without making the interaction feel like a lead form disguised as a quiz.
Results
The finished platform gives LJCSC a clearer digital path from initial research to consultation while supporting the depth of the practice without making that depth feel intimidating. The treatment planner has remained in production for years, narrowing more than 90 procedures into personalized recommendations and generating a steady stream of qualified leads. Trust signals including board certifications, 7,000-plus verified reviews, real before-and-after results, and decades of clinical experience are surfaced throughout the site to help patients feel informed before they ever make contact. The result is an accessible, conversion-focused platform that educates, reassures, and turns a complex procedure catalog into a more confident patient journey.