A new Landing Page for Heavenly dental

 

Goal

To re-design the landing page of a dental office website in Los Angeles, CA. 

 

My role

My role was to conduct market and user research, create prototypes, re-design the page, and finally testing the design. 

Research Considerations

  • Identify current users

  • Problems of the current design

  • What our redesign will look like

  • What problems does the new design solve for patients

  • How is our design relevant or better than competitors

  • How will the design evolve over time

 

Competitive Research

 
 

Pros

  • Bright, vibrant colors

  • Diverse imagery choice

  • Including all age ranges

  • Excellent User Experience

  • Easy to understand layout

 

Cons

  • Inconsistent typography choices

  • Dark background and cluttered UI

  • Accessibility issues (Does not follow WCAG2 guideline)

  • Hard to schedule appointments

 

User Research

Qualitative

Interviews: a limited number of interviews were conducted to get to the heart of our users’ needs.

Contextual inquiries: I observed and questioned three users in their own environment to determine users' approach towards specific given tasks.

Card sorting: Since the IA was already established, we skipped this step.

 

Quantitative

Surveys and questionnaires: to get quick results and gather a higher volume of opinions, I used usabilityHUB and got a proof of concept for our page content.

Analytics:  to test assumptions, we'll be using (Google Analytics) after the design phase is completely done.

A/B testing:  This will be done after the design phase is done to test different designs effectiveness against each other.

 

 
 
 

before

 
 

Re-designed page's features:

  1. Easy-to-navigate top nav bar

  2. Diverse and relevant imagery choices

  3. Catchy headline

  4. Easy-to-access CTA

  5. User testimony

  6. Accessible appointment section

  7. Detailed yet organized footer

  8. Social media links

  9. Team and Mission sections

 
 

After

 
 

Previous Design vs. Current Design

 

Future plans

 

In the next phase of this project we will have to further research the accessibility and efficiency of the new design. Our client wanted to increase conversion rate on their homepage by a minimum of 30% and they wanted their patients to spend more time on the landing page while considering their options. I believe the redesign supports this goal with First-Click testing in which we would run tests on wireframes and prototypes with Chalkmark to identify usability issues before handing the work to developers. In order to see how these changes are contributing to my client's business main goals, a series of usability testings needs to be done in the future.