Project objective:
Full website redesign for usability, visual appeal and CRO
Project timeline:
2 weeks
Role:
UX Designer
Live website link
Interaction Design
B2C
UI enhancement
CRO optimization
Navigation
The What
The What
The What
This is a freelance project for a Toronto-based chiropractic clinic — Corbo Chiropractic.
The clinic had a basic foundational website with poor structure, and as a result had a few UX challenges along with inconsistent visual branding across the pages.
My task was to redesign the whole website, while restructuring the way most of information is presented for clarity, findability and visual appeal.
Objectives:
Prioritize and restructure the content of the landing page to improve conversion rate, reduce the length of the scroll and improve content findability
Create design that is visually appealing and in alignment with the Corbo Chiropractic brand and its target audience
This is a freelance project for a Toronto-based chiropractic clinic — Corbo Chiropractic.
The clinic had a basic foundational website with poor structure, and as a result had a few UX challenges along with inconsistent visual branding across the pages.
My task was to redesign the whole website, while restructuring the way most of information is presented for clarity, findability and visual appeal.
Objectives:
Prioritize and restructure the content of the landing page to improve conversion rate, reduce the length of the scroll and improve content findability
Create design that is visually appealing and in alignment with the Corbo Chiropractic brand and its target audience
The How
The How
The How
Design Decisions & Rationale
Design Decisions & Rationale
Before
Before
After
After
Information Overload
One of the main challenges that the clinic had is sharing just enough amount of content about each service that have the potential to spark interest, set the right expectations and educate without long scrolls and multiple pages that overwhelm users with too much information.
The decision was made to get rid of a separate page for each service that was nested under Services tab in menu navigation — creating a disconnected experience with the actual Services pages.
Information Overload
One of the main challenges that the clinic had is sharing just enough amount of content about each service that have the potential to spark interest, set the right expectations and educate without long scrolls and multiple pages that overwhelm users with too much information.
The decision was made to get rid of a separate page for each service that was nested under Services tab in menu navigation — creating a disconnected experience with the actual Services pages.
Information Overload
One of the main challenges that the clinic had is sharing just enough amount of content about each service that have the potential to spark interest, set the right expectations and educate without long scrolls and multiple pages that overwhelm users with too much information.
The decision was made to get rid of a separate page for each service that was nested under Services tab in menu navigation — creating a disconnected experience with the actual Services pages.
Interactive cards for content restructuring
Preserve some white space on the page by nesting extra information within the hover interaction (see Gif above)
Improve readability and reduce cognitive load through a quicker scroll and grouping of information based on Gestalt principles of proximity and similarity, while preserving the most essential content and information
Ensuring visual consistency (with colours, font, size and shape of each card) further strengthening the link between different cards and their belonging to the same category - Services
Interactive cards for content restructuring
Preserve some white space on the page by nesting extra information within the hover interaction (see Gif above)
Improve readability and reduce cognitive load through a quicker scroll and grouping of information based on Gestalt principles of proximity and similarity, while preserving the most essential content and information
Ensuring visual consistency (with colours, font, size and shape of each card) further strengthening the link between different cards and their belonging to the same category - Services
Before
Before
After
After
Landing page optimization for Usability and CRO:
Creating a timely unfolding CTA strategy that guides users' on the journey - ensures smooth wayfinding outside of the direct navigation points
Preserving brand identity and visual nods to nature and leafs through photography, curvy section breaks and gradients → Reinforces brand identity while improving visual hierarchy and appeal
Focus on mobile optimization and responsiveness - given a large number of users, visit the site from mobile devices
Landing page optimization for Usability and CRO:
Creating a timely unfolding CTA strategy that guides users' on the journey - ensures smooth wayfinding outside of the direct navigation points
Preserving brand identity and visual nods to nature and leafs through photography, curvy section breaks and gradients → Reinforces brand identity while improving visual hierarchy and appeal
Focus on mobile optimization and responsiveness - given a large number of users, visit the site from mobile devices
This section includes optimized mobile screens with 'before' and 'after' comparison and rationale for my design decisions.
Final Results
Final Results
Final Results
More engaged visitors that stay for longer and drop off less
255% increase in average session duration
12% decrease in bounce rate
More engaged visitors that stay for longer and drop off less
255% increase in average session duration
12% decrease in bounce rate
