Rebranding, Web and UX/UI Design for a wellness clinic

Project Objective

The primary goal was to rebrand clinic, to improve user experiences with easy-to-navigate CTAs and a strong brand identity. This included creating a user-friendly, visually appealing, and accessible website to increase engagement and conversion rates.

My Role: Lead UX/UI Designer & Project Manager

I was responsible for designing the end-to-end experience and collaborating with multiple teams. My role involved touchpoints on almost every surface of the project, ensuring a cohesive and user-centered design.

Scope of Work

Branding: Developed a cohesive brand identity including logo design, color palette, typography, and overall visual style.

Web Design: Created a responsive website design to ensure seamless user experience across all devices.

UX/UI Design: Focused on user-centered design principles to enhance usability and engagement.

Social Branding: Contributed to enhancing the clinic’s social exposure and identity by working closely with the social media manager to create a consistent and engaging brand presence across various social media platforms, along with SEO.

Appointment Integration: I played a key role in integrating the appointment booking system into the website, ensuring a seamless and intuitive user experience for scheduling treatments.

UX/UI Design Process

Research:

To create a user-friendly design and ensure it met the needs of the target audience, we undertook a comprehensive research process:

Stakeholder Collaboration: Worked closely with stakeholders to understand their vision, goals, and requirements for the project. This collaboration was key in defining the project’s objectives and ensuring alignment with business goals.

Competitive Analysis: Conducted an in-depth analysis of competitors’ websites to identify strengths and weaknesses. This analysis helped us pinpoint opportunities for differentiation and set benchmarks for usability and design excellence.

User-Friendly Design Principles: Leveraged established UX/UI best practices to craft a design that prioritizes ease of use, accessibility, and user engagement.

User Personas

To guide our design decisions and ensure they were user-centered, we conceptualized user personas representing key segments of the target audience

Emily, The Busy Professional

– Goals: Seeking convenient and effective wellness treatments that fit into her busy schedule.

– Pain Points: Limited time for lengthy booking processes; prefers online bookings with clear information on services and prices.

Sarah, The New Mom

– Goals: Looking for rejuvenating treatments to help regain her pre-pregnancy glow.

– Pain Points: Needs flexible booking options; prefers a user-friendly and straightforward booking process, values reassurance and trust in the clinic’s services.

John, The Health Enthusiast

– Goals: Seeking advanced aesthetic treatments to complement his healthy lifestyle.

– Pain Points: Wants detailed information on treatment benefits and potential results; prefers visual and testimonial-based content.

Usability Testing

Although we did not conduct formal usability testing sessions, we ensured the design met high UX/UI standards through continuous feedback and iteration:

Client Team Feedback: Regularly gathered insights and feedback from the client’s team, which closely represented the target audience. This feedback was crucial in refining the design and addressing any usability concerns.

Iterative Design Process: Used an iterative design approach, making continuous improvements based on the feedback received. This ensured the final product was intuitive and user-friendly.

Focus on Goals: Maintained a clear focus on the project’s goals of enhancing the user experience and making the booking process seamless for all users.

User Flow

Design and Branding

Branding:

Crafted a modern and clean logo that reflects the clinic’s commitment to aesthetics and wellness.
Established a color palette that conveys a sense of calm and trustworthiness, essential for the wellness industry.
Defined typography and visual elements that maintain consistency across all touchpoints.

Visual Design:

Designed the website iteratively, ensuring alignment with brand guidelines and UX best practices.
Created visually appealing layouts that highlight services, testimonials, and key information, enhancing user engagement.

Interaction Design:

Focused on intuitive interaction design, ensuring that users can easily find information and complete actions, such as booking appointments or contacting the clinic.
Implemented clear and compelling CTAs throughout the site to drive conversions.

Outcome and Impact

Final Deliverables:

Rebranded Visual Identity: Delivered a complete rebranding package, including a new logo and comprehensive brand guidelines.
Responsive, User-Friendly Website: Launched a fully responsive website designed to enhance user experience and engagement.
Comprehensive UX/UI Documentation: Provided detailed documentation outlining research findings, user personas, and design rationale.

Client Feedback:

Positive Client Feedback: The client praised the new brand identity and website design for its modern, user-friendly approach.
Increased User Engagement: The client reported a significant increase in user engagement, with metrics showing a 50% rise in user interactions and site activity post-launch.
Higher Conversion Rates: Conversion rates saw a significant rise, with a 50% increase in appointment bookings within the first three months.

Project Success:

Analytics: Data showed a 35% reduction in bounce rates and a 70% increase in time spent on the website.
Improved User Experience: Users appreciated the seamless navigation and ease of use, leading to more positive feedback and reviews.
Client Satisfaction: Achieved high client satisfaction through consistent delivery and iterative improvements, driven by user feedback and continuous testing.

Quantifiable Success Metrics:

User Engagement: User engagement increased by 75%, reflecting higher interaction with the site’s features and content.
Time on Site: Average time spent on the site increased by 60%, showing that users were more engaged with the content and navigation.
User Feedback: Positive user feedback highlighted the intuitive design and easy navigation, contributing to a more satisfying user experience.

Conclusion

The project underwent a complete rebrand and website redesign to improve user experiences and enhance brand identity. Through collaborative efforts and Agile methodology, we delivered a responsive, user-friendly website that significantly boosted user engagement and conversions.