As a UX designer for an acupuncture practice, I noticed that the practice's website was not user-friendly, and patients had difficulty finding information about the services offered and booking appointments. Additionally, the information provided on the website was not organized in a clear and coherent way, which made it difficult for patients to understand the benefits of acupuncture and how it could help them. The goal of this project was to improve the information architecture of the website to make it easier for patients to understand the benefits of acupuncture and book appointments.
To better understand the needs and pain points of the website users, I conducted a survey and user interviews with current and potential patients. From this research, I learned that patients were frustrated by the lack of information on the website about the practice's approach to acupuncture and how it could help with specific health conditions. Patients also found it difficult to navigate the website and book appointments.
Based on my research, I began to restructure the website's information architecture. I started by creating a clear and coherent navigation menu that was easy to understand and use. I also created separate pages that explained the benefits of acupuncture, the conditions that acupuncture can help with, and the approach that the practice took to treatment.
To improve the user experience, I redesigned the appointment booking process, making it simpler and more intuitive for patients. I also created a page dedicated to patient testimonials, as research showed that patients were more likely to trust the practice if they could see the positive experiences of other patients.
The final design included a navigation menu that was easy to use, with separate pages for information about the practice, the benefits of acupuncture, the conditions treated, and patient testimonials. The appointment booking process was simplified, and patients could easily book appointments from any page on the website. The information was also presented in a clear and coherent way, making it easy for patients to understand the benefits of acupuncture and how it could help them.
After launching the new website, we saw a significant increase in the number of appointments booked online. Patients also reported that they found the website easier to navigate and that the information provided was more useful in helping them understand the benefits of acupuncture. In a follow-up survey, 90% of patients reported feeling more confident in their decision to book an appointment after visiting the website.
By restructuring the information architecture of the website, we were able to improve the user experience and make it easier for patients to book appointments and understand the benefits of acupuncture. By listening to patient feedback and understanding their needs, we were able to create a website that provided a better patient experience and increased the overall satisfaction of patients with the practice.
Brief Overview of project:
I was hired by Dr. Vanessa Stretton, Acupuncturist and owner of East Acupuncture in Sacramento, California as a consultant and collaborator on several aspects of her business including:
- Branding and Brand Identity
- Establishing a Style Guide
- Redesigning the company website focused on conducting user research (competitive analysis, heuristic evaluation, defining problem space); creating copy/content; and addressing information architecture, user interface, user flow, and responsive web design
- Streamlining social media/marketing campaigns
- Creating design mockups for physical signage
This case study primarily focuses on the website redesign portion, as it pertains to practical application of UX Design principles and methodologies.
While talking to Vanessa, I was able to establish that her company's website had to effectively accomplish several things:
1. Provide information to her patients and the general public
2. Market the many services offered by East Acupuncture
3. Act as a platform to easily book appointments
With these objectives in mind, I completed a heuristic evaluation as well as a competitor analysis from a list of comparable businesses provided by Dr. Stretton.