Launched | User Acquisition | End-to-End Design | Healthcare | B to C | Web Design
Tools
Figma
Adobe Illustrator
Miro
Zoom
Role
Led interaction design, user flow, wireframing, prototyping.
Contributed in visual design and design handoff.
Team
1 Product Owner
1 Illustrator
1 UX Designer
Engineering Team
Timeline
3 month(2023)
Overview
The Opportunity
The existing website was underperforming in both user engagement and conversion, failing to effectively support users seeking accessible, reliable, and user-friendly healthcare information.
The Solution
The existing website was underperforming in both user engagement and conversion, failing to effectively support users seeking accessible, reliable, and user-friendly healthcare information.
100+
new visitors generated after launch
1 month
to establish active website traffic
The Problem
The existing website of DiscoverU Health is suffering from underperformance and user needs gap
😔 The existing website was failing to meet the owner's performance benchmarks in terms of user engagement and conversion rates, and it was not adequately serving the target audience's need for accessible, reliable, and user-friendly healthcare information and services.
🏆 The owner required a revitalized website that accurately reflects the DiscoverU Health brand, improves user experience, and drives new user acquisition while addressing existing performance gaps.
Screen shots of the old website
UX Audit
Identify the main problems of the current website
First, I did a website audit on the current website of DiscoverU Health. Besides the problems the owner has said, below are some of the other main problems I found:
Outdated Content
Inadequate Health Information
Limited Navigation and Structure
excessive use of stock photos
Ineffective Call-to-Action
Lack of Dynamic and Visual Elements
Lack of Integration
Screen shot of the website audit
User goals & Business goals
Collaborate with the owner to identify the business goals and user goals
After having a couple of meetings with the owner of DiscoverU Health, I was able to understand the business more and identify the business goals and user goals for this website.
👨💼 Business Goals
Brand Representation
Information Dissemination
Functional User Integration
User Acquisition
👱 User Goals
Easy Access to Information
Efficient Sign-Up Process
User-Friendly Experience
Competitor Analysis
In order to identify our main competitors' strengths and weaknesses, I did a SWOT analysis on there of our direct competitors. By examining the strategies, performance, and offerings of our competitors, we can better position ourselves in the market, identify gaps in our services, and discover untapped opportunities.
Identifying Opportunities and Challenges through Competitor Analysis
Screen shot of the SWOT analysis
Ideation & Iteration & Testing
Wireframing & Prototyping & User Testing
I started with hand-sketched wireframes to lay the groundwork for our design. These initial drafts were then transformed into low-fidelity wireframes using Figma, which underwent a collaborative review for the first iteration.
Progressing to mid-fidelity wireframes, I conducted 4 user tests that yielded valuable insights.
These insights were instrumental in refining the user experience to ensure clarity, ease of use, and engagement throughout the site.
Screen shot of the main pages
🔑 Key Insights #1
Use simple, relatable language instead of technical terms like “concierge.”
🔑 Key Insights #2
Replace hover-based interactions with clear, straightforward layouts.
🔑 Key Insights #4
Maintain consistent design and improve content structure for a smoother user journey.
🔑 Key Insights #3
Keep content concise, simplify complex information, especially for pricing&features.
What I learned from this project
After completing my real-life UX project, I learned some valuable lessons that will inform my approach to future projects.
The Value of Diverse Perspectives: This project taught me the importance of incorporating insights from various team members, including those from non-design backgrounds. It was enlightening to see how diverse viewpoints can converge to create a more user-friendly and effective website design.
Effective Communication: One of the key lessons from this project was the critical role of clear and consistent communication. Navigating through complex design elements and meeting tight deadlines was made possible by maintaining open lines of communication with the team. Regular updates and feedback sessions helped in aligning our goals and keeping everyone on the same page.
Adaptability and Problem-Solving: Throughout the project, I learned the value of adaptability and quick problem-solving. Facing unforeseen challenges, whether they were design-related or logistical, was a common occurrence. Developing the ability to think on my feet and come up with effective solutions not only helped in keep the project on track but also enhanced my skills as a versatile UX designer.
Project Management Skills: Managing this project underscored the importance of effective project management skills. Coordinating with team members, allocating resources efficiently, and adhering to timelines were integral to the project’s success. This experience has honed my ability to manage complex projects and has given me a deeper understanding of the nuances involved in leading a team toward a common goal.