A comprehensive redesign of Orto Optimist website with subtle adjustments to the brand made to enhance the user experience, with a particular focus on findability and accommodating younger audiences on mobile devices.
OrtoOptymist is a premier privately-owned orthodontics and orthopedics practice, offering a comprehensive range of services to it’s patients, including reconstructive surgery, dental cleaning, rehabilitation, and health consultation.
Orto Optymist is embarking on a rebranding effort to expand its target demographic and increase its business. It aims to create a more engaging, dynamic, minimalistic, and user-friendly website that will appeal to a younger audience, and will be easier to promote.
Solidify brand Identity
Conduct comprehensive research with analysis identifying usability issues and develop solutions to address them.
Utilize user-centered design principles to design, test, and iterate a prototype incorporating the solutions identified in Phase 2.
Develop a basic market strategy for sustainable business growth
March 2023 - December 2023
Lead UXer
Conducting UX Research, paper and digital wire-framing, low and high-fidelity prototyping, accounting for accessibility, iterating on designs, determining information architecture, responsive design, testing and iterating the product, and graphic design.
My objective for this research was to:
This project commenced with an initial phase involving in-depth interviews with the business owners and representatives. The primary objective of this endeavor was to ascertain and comprehensively understand their expectations, sources of frustration, and overarching aspirations. In addition, it was imperative to delineate the parameters of what was deemed non-negotiable, while also gaining insight into their client acquisition process.
Furthermore, to ensure that the product being designed was not only well-aligned with the present but also poised for future viability and scalability, it was crucial to elicit their long-term plans and vision. Additionally, a comprehensive understanding of the environment within which our target users operate was deemed essential. This necessitated the facilitation of one-on-one interviews with both employees and a group of target users.
Throughout this comprehensive process, I successfully identified and comprehended the daily operational patterns of our users, discerning their preferences, locations, timings, and modalities. This insight enabled me to gauge the extent to which design boundaries could be pushed and informed the essential measures required to meet client satisfaction, assist business owners, streamline employee workflows, and effectively engage and attract our target demographic. To refine the focus, our user base was stratified into five distinct groups: business owners, employees, teenagers, young adults, and parents of adolescents aged 12-18.
My research has revealed distinct priorities and needs among various user groups accessing the website. The business owners expressed a strong desire for the website to center around users' needs, fostering a captivating and purposeful user journey. Paramount to their objectives was ensuring the website's distinction in a competitive landscape while maintaining a dynamic and future-proof character. Additionally, the directive was for the website to be marketable, unique, and inviting.
However, a notable stipulation from the business owners was the exclusion of a public online appointment booking option through a calendar. Instead, they insisted on appointments being exclusively scheduled through email or phone communication.
Addressing employee requirements, the website needed to authentically represent the business and incorporate functionalities that streamline workflow while concurrently showcasing their professional expertise.
A significant revelation from the research was the observation that none of the interviewed individuals, particularly within our target user group, visited the website before scheduling an appointment. Notably, OrtoOptymist, despite consistently reaching full appointment capacity, operates primarily on word-of-mouth recommendations rather than online engagement with its website. This discovery served as heightened motivation for the stakeholders to enhance the marketability of the website.
In my research, I divided our competitors into two groups: direct and indirect. I then analyzed them based on first impressions, Interaction and Functionality, Visual Design, and Content.
Key Take-Aways:
Upon conducting thorough research, it became clear that our user base exhibits equal usage of both laptops and mobile devices to access the website. Consequently, a responsive design approach has been strategically embraced for the website redesign.
To guarantee optimized layout and navigation for mobile devices, I created several paper wireframes grounded in user needs. These wireframes played a pivotal role in facilitating constructive brainstorming sessions for the placement of key functions and the determination of the most intuitive navigation pathways. Simultaneously, a priority was placed on styling the website with a more engaging and visually appealing aesthetic that would resonate with our target audience.
The process of prioritization was based on the most requested features and most common pain points we learned about during the research phase.
Crafting different personas helped me visualize user needs discovered in user research.
Joanna is a business co-owner who needs a captivating experience and an engaging website because she wants to attract new profile of clients to her clinic.
Dominika is a high school student who needs to find a dental clinic that lights up with her values and expectations because she needs to set up an appointment for herself.
Ms. Tossil is a mother who needs to reserve a place for her kids to visit online because she is so busy she can’t take care of it during work hours and only has time to look into it once she is back home late in the evening when the clinic is already closed.
Dr. Emily is an elite orthodontist who needs information about her experience on the website because she wants to further promote her services, ensure potential clients about her vast experience, and invite trust from users while simultaneously letting them know how to prepare for a visit and what the etiquette is during the procedures.
Monika is a busy OO receptionist who needs help managing appointments quickly because she needs to help clients who are calling in and expecting to book a visit.
Key Assumptions:
Following a comprehensive discussion with stakeholders and business owners, it became evident that certain adjustments were necessary. The business owners expressed a need for additional features and a subtle modification to the layout. To align with their requirements and adhere to the project budget, a strategic realignment was deemed necessary.
Leveraging my experience in designing websites using Webflow, I identified the platform's functionality as an optimal fit for this project. In an effort to optimize coding efficiency and remain within budgetary constraints, the decision was made to employ one of the templates offered by Webflow. Armed with a clear understanding of the client's specifications and the requisite content hierarchy, a template closely aligned with our design was meticulously selected. Subsequently, I tailored the chosen template to incorporate the client's requests and integrate the specified additional features.
Upon completion of these modifications, I presented the refined hybrid design to the client, eliciting an overwhelmingly positive response. This approach not only satisfied the client's requirements but also ensured a judicious allocation of resources within the project parameters.
The prototype was designed with responsive capabilities, ensuring a seamless transition between mobile and desktop devices. It has also been tested for readability at scaled resolutions up to 200%.
The website was crafted to meet the needs of WCAG 2.1. It also had extra functions that would allow users to enlarge text and change the contrast.
The website has been delivered to the client who is inputing the necessary information such as procedures, instructions, and guidelines. Upon going public I will upload a link and a walkthrough video.
Figma, Sketch, Adobe XD, Affinity Photo, Affinity Designer, Affinity Publisher, Photoshop, Illustrator, After Effects, InDesign, DaVinci Resolve, Mirro, Optimal Workshop, Zoom, HTML, CSS, Webflow.
Stakeholder management, user experience, wireframing, prototyping, graphic design, motion graphics, UX research, user testing, interaction design, user-centered design, usability testing, user interface design, information architecture, responsive web design, CSS, HTML, accessible design, responsive web design, leadership, team building, team management, problem-solving.
Enhancing lives through thoughtful design characterized by a balance of form and function
