Client: CureValue.org

Project: Website and Brand Copy Audit

To review the website homepage and provide actionable feedback to improve the UX and copy so that it tells a clearer brand story to their target audiences.

CureValue.org is a platform allowing people interested in medical tourism to search for treatments, doctors, and facilities, and receive personalized support and guidance in planning and booking their travel and medical care. The challenges to address included:

A website home page UX that did not provide users a clear call-to-action or next step to take.

Home page copy that did not clearly introduce users to CureValue's purpose and what they could accomplish through using the website.

As a first step, I evaluated the home page as a brand-new user unfamiliar with CureValue to identify the primary opportunities for improvement. From there, I produced deliverables including:

Updated Home Page Wireframe: I used Figma to develop a low-fidelity home page wireframe that directs website visitors towards the information they need and a clear call-to-action.

Refreshed Home Page Copy: I wrote updated website copy that clearly communicates CureValue's purpose and service offering, speaking directly to their target audience's pain points.

Additional Feedback: Offered additional high-level UX feedback, covering areas like the main site navigation menu and critical user journeys like account creation and treatment search.

Achieved clarity on the user journey and aligned the home page layout and copy to effectively direct users to the appropriate next action.

An actionable plan for subsequent website updates, recommendations for larger re-design projects that would have the greatest impact, and guidance on best practices.

No action without clarity: Providing users with as much information as possible as quickly as possible is not effective compared to identifying a clear call-to-action or best next action and only giving the specific information needed to get them there.

Clarity isn't reductive: De-prioritizing some information in the interest of clarity for users doesn't mean withholding necessary details or over-simplifying complicated concepts. Ideally, it means guiding users to the right information at the right time.