This project was originally a client commissioned work with references provided in regards to their vision of a new website about their pediatric neurological medical practice. While the project was never finished due to client cancellation during the final stages, it gave me the opportunity to launch an independent project of my own using the original project constraints as the framework without any of the design preferences from the client.

The challenge was to design a website for a medical clinic specializing in pediatric neurology to promote their brand and increase user engagement for conversions. Owing to the fact that this is a personal project, the content provided through the original project was longer being utilized. However, much of the organization, such as the site and road mapping, remained the same or similar.

This project aimed to create a medical practice website aimed primarily at parents and guardians of children with neurological support needs in order to offer and provide specialized care and assistance for the long term until adulthood, using site content to inform users of important topics and treatments to encourage action.

Taking from the original project, the strategy was to guide users through informational content that encourages them to take action and make the informed decision to contact the practice to either set up and appointment or contact them for more information. To accomplish this, the site would provide information relevant to the visitors (primarily parents or guardians of children with neurological support needs) in order to guide users towards taking the desired actions. This strategy was consistently prevalent among the websites discovered during industry research, and so I employed for this project as well.

All pages were conceptualized on the site map by the clients input during at the conception of the original project, which served as the basis for this iteration as my own personal project.

Like the strategies, many design decisions would be influenced by the same research findings, culminating in the use of styles and ideas designed to elevate the brand and build trust in order to inspire action.

The application of "accessibility" as both a perceivable brand characteristic and a design concept is reflected in how quickly a user can get to a specific piece of content and what each piece of content leads into. Each section and page encourages users to perform desired end-user actions after providing them with written content that informs the user or builds band trust.

With an emphasis on the user experience, my design priorities were as follows:

Ease of readability and scanning (typography)

Ease of navigation (site mapping)

Ease of access (road mapping)

With a strategy designed for our site visitors, who would typically consist of parents and guardians of children who need neurological support, there was an emphasis on strong, effective, and simple typography, prioritizing readability and consistency, leading me to decide on single typeface family for use throughout the site.

While I decided to keep many of the navigational labels and terms from the original project, I did adapt organize the content differently, using Perplexity AI to create the body text while I shaped the information in a way that supported the user flow I was looking to encourage.

Most examples found during research used color schemes consisting of various whites and blues, a pair that, according to color theory, are associated with calmness, professionalism, and purity, which is something I decided to emulate for this project as these are common characteristics that many medical groups wish to reflect in their brand.

This site has not yet been developed and is still available if any clients would like to have their site adapted into this design. Please contact me for more information, thank you.