Project Overview
Gyné Kreis 6 is a gynecology practice in Zurich led by Dr. med. Annett Rake. I designed and built the full website — IA, visual language, and high-fidelity design across 10+ sections. But this project started differently from most. I wasn't just her designer. I was her patient.
The Challenge
Most healthcare websites feel the same: sterile, blue, forgettable. Dr. Annett Rake is the opposite of forgettable — a gynecologist fiercely protective of the women she treats. She doesn't just solve medical problems; she refuses to let a patient feel unheard or in unnecessary pain. The brief was never "make a nice clinic website." It was: how do you make a website feel like her?
The Challenge
Most healthcare websites feel the same: sterile, blue, forgettable. Dr. Annett Rake is the opposite of forgettable — a gynecologist fiercely protective of the women she treats. She doesn't just solve medical problems; she refuses to let a patient feel unheard or in unnecessary pain. The brief was never "make a nice clinic website." It was: how do you make a website feel like her?
My Role
Solo UX designer. Concept, UX flow, visual design, and interactive prototype — built with Lovable.
My Role
Solo UX designer. Concept, UX flow, visual design, and interactive prototype — built with Lovable.
The Insight
01 — A red that is strong, but never loud She asked for red — to her, it represents women. But her strength is matched by tenderness. So I anchored the site in a deep burgundy and softened it with a warm pink gradient. Fierce on the outside, gentle within — the colour is the person.
02 — Restraint as respect Her office is minimal and deliberate; she dislikes anything showy. The layout stays calm and uncluttered — generous space, clean cards, no decoration for its own sake. The site doesn't perform. It reassures.
03 — A voice that lowers anxiety I rewrote the practice's clinical copy into something warm and human — language designed to calm a patient who may already feel vulnerable.
04 — Structure that calms A clear, predictable layout so anyone finds what they need without stress — because feeling in control is part of feeling safe.
The Insight
01 — A red that is strong, but never loud She asked for red — to her, it represents women. But her strength is matched by tenderness. So I anchored the site in a deep burgundy and softened it with a warm pink gradient. Fierce on the outside, gentle within — the colour is the person.
02 — Restraint as respect Her office is minimal and deliberate; she dislikes anything showy. The layout stays calm and uncluttered — generous space, clean cards, no decoration for its own sake. The site doesn't perform. It reassures.
03 — A voice that lowers anxiety I rewrote the practice's clinical copy into something warm and human — language designed to calm a patient who may already feel vulnerable.
04 — Structure that calms A clear, predictable layout so anyone finds what they need without stress — because feeling in control is part of feeling safe.
Why This One Was Different
I've designed for clients I researched. This was the first time I designed for someone I understood. Being her patient meant her values weren't a persona document — I'd felt them firsthand. That's something no template, and no amount of desk research, can reproduce.
Why This One Was Different
I've designed for clients I researched. This was the first time I designed for someone I understood. Being her patient meant her values weren't a persona document — I'd felt them firsthand. That's something no template, and no amount of desk research, can reproduce.
Result
A complete website design that feels like the doctor behind it — strong, warm, and trustworthy. A digital extension of how Dr. Rake makes her patients feel the moment they walk in.
Result
A complete website design that feels like the doctor behind it — strong, warm, and trustworthy. A digital extension of how Dr. Rake makes her patients feel the moment they walk in.
