Led research-driven and collaborative design process, including stakeholder workshops and user testing. Increased user trust in provider and improved accessibility by redesigning a responsive website for a local PNW dietitian.
View WebsiteStephanie Lin (Product Designer)
Lauren Burns (Client)
Mar - Dec 2023 (Design + Dev)
Lauren is a Registered Dietitian (RD) and Licensed Dietitian (LD) and hopes to eventually launch her own business as a nutrition counselor. The website serves as an online portfolio for those interested in her work and future business endeavors.
Health conscious users were distrustful and confused towards the minimal website, preventing them from feeling comfortable in reaching out or booking.
Label and provide crucial information in regards to services and booking to increase trust and usability.
Image 1. Original landing page and redesigned Landing page
Image 2. Design process
Lauren's main concerns were in regards to branding. It was the first time she was introduced to UX and didn't know if there were any issues with her existing website. I I reviewed each of Lauren's webpages and annotated screenshots with my concerns. I summarized my findings and gave each issue a score from 0-4 with 0 being not a usability issue and 4 being a usability catastrophe.
Image 3. Screenshot of Lauren's Previous Contact Page
Users value transparent information for selecting a health professional. This value heavily guided the direction of this web redesign.
Needed to know cost
Users weren’t sure how much a session cost and if their insurance would cover it.
Confused by logistics
Users didn’t know how to set up appointment or what to expect in an appointment.
Wanted provider info
Users didn’t know what a session entailed or what Lauren's personality was like.
Image 4. Insights from a Participant Expressing Confusion over Booking System
Outlining my user's goals and pain points helped my client understand what sorts of questions users had when they first look at the website.
Image 5. User Persona Kayla's Portrait
Health conscious users felt crucial information was missing, leading to distrust for Lauren.
Easily locate information about Lauren and her services to determine fit
After a research debrief, I walked my client through a brainstorming exercise. The both of us freely shared ideas on sticky notes, and then we discussed the best solution for her business.
Image 6. Snippet of Ideation Workshop with Client
Based on the ideation session, we decided to focus on information architecture. The minimal website was too minimal, causing distrust and heavy effort on the user's part to identify necessary information to contact or book an appointment.
Provider Presence
Increased trust by strengthening page details and brand awareness.
Accessibility
Added specific form field labels and increased color contrasts to match WCAG guidelines.
Added FAQ
Minimize FAQ response times with clear answers, and save valuable business time
I explored multiple versions and presented them to my client. In order to decrease cognitive load and overwhelm on the user, I suggested moving the information regarding services into its own dedicated page. This way the contact page stayed dedicated to contact and booking.
Image 7. Wireframe progression between iterations from original, Requested, and Testing version
Testing revealed many weaknesses in the design, with the biggest issue being that users (n=5) found the dual nature of the booking and contact form tedious to fill out. Participants were asked about their impression of the website, understanding of Lauren as a provider, and to complete booking an appointment with Lauren.
100%
of users found the form tedious and were unsure of its purpose
80%
of users wanted more information regarding services
80%
of users found Lauren's about and her background information helpful
Image 8. Insights from A Health Conscious Participant
Testing identified 2 major issues regarding uncertainty over services and confusion over the contact and booking. I proposed a solution that prioritized transparent information around cost, types of services, and booking.
Image 9a. Confusing and vague Text on Website
Image 9b. Improved services design with clear CTA and payment info
Image 10a. Tedious points of contact form
Image 10b. Clear call to action for booking and distinction between contact
Due to business constraints, the client ultimately went a different direction that wasn't ideal for the user's experience. There is no distinction between booking and contact in the shipped design. The final design chosen by the client has more emphasis on functional accessibility, provider details, and simplicity.
Image 11. Final Shipped design Snippets
