What is human-centered design?
By Brandon Kuzara
While aesthetics often dominate design conversations, the true impact of an optometry space lies in how it should make patients feel — calm, welcomed and confident in the care they’re about to receive. Thoughtful, human-centered design goes beyond surface appeal to shape an experience that supports trust, comfort and functional excellence.
Instead of focusing solely on a particular layout or a trendy color palette, it’s time to think strategically. For example, consider urban design: That kind of planning isn’t just about buildings or streets, but about how people move through space, interact with their environment and experience a sense of place. In optometry, that principle translates into how patients check in, navigate the space, receive care and transition out — all while feeling respected and supported.
CONSIDER THE FLOW
One of the first elements to consider is flow. From the moment a patient enters the office, the layout should guide them intuitively from reception to exam rooms and back without confusion or unnecessary delays. Clear signage, unobstructed pathways and thoughtful spatial arrangements reduce the cognitive load on patients, which is especially important for those who may already be anxious about their visit. Exam areas should offer privacy but still feel open and non-threatening. Waiting areas can incorporate soft lighting, comfortable seating and calm visual elements that help lower anxiety before appointments even begin.
In optometry, this idea of flow becomes even more nuanced. Unlike many other healthcare environments, optometry practices often blend clinical care with a retail component. The optical area is typically adjacent to reception, serving a dual purpose: it’s the first impression for new patients and a familiar destination for returning customers shopping for eyewear.
Creating a space that serves both needs means balancing openness with efficiency. Patients arriving for an exam need a clear, comfortable path to check in and transition into the clinical zone, while walk-in optical shoppers should feel invited to browse without disrupting care delivery. Lighting, signage and material choices can help subtly distinguish these overlapping spaces, maintaining cohesion while supporting distinct purposes. Display fixtures and furnishings should be both functional and attractive, showcasing frames in a way that feels curated – not cluttered – while also allowing staff to work seamlessly between roles.
ACCESSIBILITY
Designing with intention also means addressing accessibility. Wide doorways, barrier-free hallways and easily adjustable exam equipment ensure the space works for everyone, including those with mobility challenges. But accessibility is emotional as well as physical. For example, front desk placement and seating orientation can either invite conversation or create a barrier. Creating warm, approachable points of contact is essential for setting a tone of trust and care.
Beyond the flow and function, every design choice should serve a purpose — supporting the quality of care and the patient’s emotional experience. Materials matter. Easy-to-clean surfaces are crucial for hygiene, but they don’t have to feel clinical. Incorporating natural textures, calming color schemes and biophilic design elements can soften the space and make it feel more human. Sound also plays a powerful role. Noise-buffering materials in walls and ceilings can help ensure privacy while reducing the background hum that often heightens anxiety in medical spaces.
PROMOTE COLLABORATION
Human-centered design doesn’t end with patients. It also benefits your team. A well-organized space that promotes collaboration and reduces physical strain helps staff stay efficient and energized. Exam room layouts that support natural workflows can minimize movement and fatigue. Thoughtful lighting choices reduce eye strain during long hours. Staff break areas — too often an afterthought — should encourage mental reset during busy days.
Female optometrists often bring a natural empathy to their leadership, which can be reflected in how a space is shaped. That insight is a strategic asset. Design isn’t just about what looks good — it’s about creating an experience of care. A patient who feels safe and respected is more likely to return, comply with treatment and refer others.
CREATE YOUR MASTER PLAN
For practice owners at any stage, whether launching a new location or remodeling an existing space, patient-centric design offers a powerful lens. Start by observing how patients and staff currently use the space. Where are the pinch points, the moments of discomfort or confusion? Then, build your vision much like a master plan in urban design — with flow, functionality and emotion in mind.
In the end, successful optometry practice design doesn’t come from simply filling a space with stylish furnishings. It comes from asking: How can this place better serve the people in it?
That question becomes even more powerful in practices that operate as both a healthcare environment and a retail destination. From eye exams to eyewear selection, every square foot should reflect a commitment to care, comfort and connection — guiding patients seamlessly through both clinical and shopping experiences without losing warmth or clarity.
With empathy, strategy and a patient-first mindset, female optometrists can create practices that aren’t just beautiful — they’re meaningful.
Brandon Kuzara is the Corporate and Healthcare Practice Director at Dimensional Innovations, an experience design, build and tech firm that has been creating immersive and engaging experiences for its clients and their audiences for more than 30 years. Kuzara leads the transformation of workplaces and healthcare environments into engaging, branded spaces that foster comfort and well-being. With nearly a decade of experience in client success, account management, and business development, Kuzara excels at cultivating long-term, strategic partnerships.
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