BOOKING PLATFORM
Hummingbird Wellness is focused on providing holistic wellness services to individuals seeking alternative healthcare solutions in their local community. They acquire most of their business from organic Google searches, referrals, and a CMS platform for booking appointments.
I spearheaded the redesign to improve the user experience for those seeking alternative healthcare services. By providing them with clear information and choices, I helped them book appointments with confidence and ease.
Timeline
6 months/2024
My role
UI/UX Design, Visual Design, Branding, WordPress Development
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
Increased web traffic
Following the launch of the new website with its updated design and layout, user engagement surged, leading to a remarkable 45% increase in web traffic over the course of six months.
New bookings
Over the course of half a year, the CRM booking system captured a consistent and impressive 22% surge in bookings.
Google ranking jump
In just 3 months, the clinic’s local Google ranking saw a remarkable improvement, soaring from the 15-20 slot to an impressive 3-5 range. This unexpected and delightful outcome greatly contributed to the clinic’s overall success and brought immense satisfaction.
Over the past two years, stakeholders observed a consistent decrease in website traffic, resulting in a significant drop in bookings. The stakeholders aimed to increase website traffic, user engagement, and bookings. Unfortunately, the website faced various challenges, ultimately leading to a decline in revenue.
As the sole designer and researcher, I led this project from beginning to end, collaborating with the stakeholders, marketers, SEO team, and users from requirements gathering to implementation.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Iteration
Created a full website redesign that included navigation, intuitive user interfaces, and mockups. Branding efforts included a design system, images, and content with a clear message that reflected the wellness brand. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Implementation
Leveraged agile development methodologies to construct the website using WordPress Elementor from scratch. Prioritized feature development based on user feedback, technical feasibility, and budget constraints. Implemented Google Console for analyzing user behavior and optimizing SEO keywords.
Testing & optimization
Conducted extensive testing across various devices and platforms to ensure compatibility and performance; gathered user feedback through beta testing and iteratively optimized the website based on user satisfaction.
How can we design a user-friendly interface that builds trust and confidence in the brand, ensures easy navigation, and offers convenient booking options?
Social Proof
We tend to follow what the majority is doing! Testimonials: from other patients to increase trust. Community favorites: based on what other people have chosen. Popular treatments: to highlight what is trending and encourage the user to give it a try.
Hick's Law
The time it takes to decide increases with the number and complexity of choices. Group: organize choices by category for easy navigation. Limit: reduce options to speed up decision making. Highlight: emphasize recommended options to guide choices.
Branding
We identify with a brand through recognition, brand identity, and brand image. Modernize design: clean layout, organize visual hierarchy, add interactive elements, make responsive design. Color Palette & Messaging: create a welcoming look with earthy tones and clear messaging. Imagery & graphics: use lifestyle images that evoke wellbeing and community, use infographics.
Beta testing revealed the website still had too much content in some sections and that the responsive design needed to be optimized on several pages. The user interface (UI) should be designed to enhance navigation, offer user-friendly layouts, and provide interactive features that provide informative content and increase engagement.
Interactive Popups
Provide on-demand information without navigating away from the page and helps manage limited screen space while providing additional information without overwhelming the user. A trigger by click option is less intrusive and improves satisfaction with the website.
Revised Navigation Dropdown
Move page content to navigation and add separate pages for each category to conserve screen space and improve layout. This will increase engagement while empowering the user to have control over their interactions with the website.
Accordion dropdown list feature:
This feature organizes information into clearly defined categories, making it easier for users to understand the structure of the content and find what they are looking for quickly. This will also lead to faster loading times, improved mobile navigation and accessibility, and increased user engagement.