Nova Saúde
The case that taught us never to generate a full page before validating the hero.
From prompt to brief, enriched.
- AudiencePatients 30-65 yo, busy professionals seeking a trusted multi-specialty clinic
- ToneCalm, expert, never alarming
- Primary CTAPrendre rendez-vous
- Business goalIncrease booking conversion by 40%
- Asset policyreal-photo-required
- ConstraintsNo stock medical imagery · No fake patient testimonials · GDPR compliant
Four directions — one was chosen.
Make booking the first action; remove friction
Help patient identify the right specialty
Build human trust before anything else
Position the clinic as a calm refuge
Sections built — each with a business role.
Playwright passed — 6 viewports tested.
- 1440×900bodyH 7240Pass
- 1366×768bodyH 7050Pass
- 1280×720bodyH 6890Pass
- 768×1024bodyH 8120Pass
- 390×844bodyH 9450Pass
- 360×780bodyH 9580Pass
Why it works (and what is missing)
Initial brief: redesign an existing clinic site. The first generation produced a full landing in one pass — and the result mirrored the original site's structure too closely. Generic 3-card features grid, copy that read like an AI-paraphrased version of the brief.
We stopped, audited, and introduced the Hero Decision System: 4 distinct directions (RDV-First / Specialty grid / Team-first / Calm editorial), scored against a clinical-sector rubric. RDV-First won at 86/100 because conversion was the explicit business goal. Then 5 sections built from that direction.
81/100 final score (vs 58/100 on the initial run). Total cost $7.42 — higher than other cases because of the wasted first pass. This run became the foundation for the Hero Decision System rule: no full landing before the hero is validated.
A redesign brief is the easiest place to fail: the AI defaults to "improving" the existing structure instead of rethinking the conversion path. The Hero Decision System forces the strategic decision to come first.
- ·No real photos — placeholder banner visible
- ·Booking widget is a static mockup, not connected to a real calendar
- ·Specialty content is fictional, awaiting real practice data