For a high-end service provider with three distinct locations offering varied wellness services, the challenge was a website that made it difficult for users to easily discover and access the specific services they needed across different locations. The goal was a complete website redesign to improve service discoverability, user experience, and streamline key interactions like booking.

I served as the sole designer on this comprehensive project, taking ownership of the entire redesign process from strategy through design execution. My responsibilities spanned research, Information Architecture, navigation design, content strategy, functionality design and visual design.

My approach was deeply rooted in user research. I began by thoroughly understanding the client's services and products through stakeholder interviews with the marketing manager. Crucially, I conducted a series of user interviews to gain insight into how their target audience searches for wellness services, their motivations, pain points with existing online processes, and the specific language and criteria they use.

Analyzing this research revealed the core challenge: users struggled with the site's structure when looking for services offered across multiple, distinct locations. To address this, I adopted an "e-commerce logic of search" approach, leveraging users' familiarity with filtering and browse products online.

Based on user insights, I designed and implemented several key solutions:

Improved Information Architecture & Navigation: Restructured the site's sitemap and navigation based on new user flows, with user-identified search terms, goals, and needs, making it intuitive to find services across different locations.

Streamlined Booking Flow: Identified that the previous online booking process was a major hurdle. I redesigned the user flow to book an appointment, integrating a simpler path directly from the service pages.

High-End User Experience: Designed the overall website experience with a focus on ease of use and a premium feel, aligning with the brand's positioning. The visual design adopted a minimalist, clean, and modern aesthetic to convey transparency and sophistication.

I produced comprehensive design deliverables including:

Detailed Figma files with specifications for developer handoff.

Interactive prototypes to demonstrate user flows and interactions.

Design system documentation to ensure consistency.

While the full redesigned website is currently on standby with the development team, the project yielded significant positive results from improvements implemented during the process. Specifically, an improved, temporary flow for booking implemented while working on the website led to a 30% increase in contact solicitations compared to the previous 3% conversion rate for online self-booking. This demonstrates the direct impact of user-centered design on improving critical conversion points.

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