Fox Valley Plastic Surgery Homepage Redesign

Goal: Redesign the homepage to increase consultation requests and position FVPS as the region’s most trusted, patient-centered plastic surgery practice.

Fox Valley Plastic Surgery (FVPS) approached me to redesign their homepage with a focus on conversion, clarity, and emotional connection. Their existing site felt outdated, text-heavy, and overly clinical. The goal was to create a homepage that not only builds trust and credibility but also guides visitors toward booking a consultation, all while reflecting their updated brand direction, “Perfecting your personal renaissance.”

Increase consultation conversions through strong, repeated CTAs.

Simplify navigation for a mobile-first experience.

Establish a modern, warm, and credible visual identity aligned with their new branding.

Use storytelling and real patient experiences to build emotional resonance.

Balance surgical expertise with approachability and compassion.

1. Strategy & Research

I began by analyzing their current website and identifying drop-off points in the user journey. The homepage lacked a clear visual hierarchy and emotional storytelling. I mapped out a conversion-focused flow, using a story-brand approach that guides users from inspiration to action.

2. Information Architecture

Based on the new sitemap and goals, I structured the homepage into clear, outcome-driven sections:

Hero Section: Immediate visual impact with a transformation-based hero image, clear positioning line, “Trusted expertise. Advanced technology. A team that listens.” and a prominent “Request a Consultation” CTA.

Patient Story Feature: Human-first storytelling with before/after visuals and a testimonial to evoke trust and relatability.

Cosmetic Surgery Overview: Simplified grid highlighting body, breast, and face categories, emphasizing benefits over procedures.

Medispa Services: Designed to feel modern and inclusive, featuring technologies like Sciton and CoolSculpting.

About & Credibility: Quick credibility points, including years of experience, technology, and a patient-first approach.

Team Section: Personal yet professional, featuring surgeons and medispa providers with patient-friendly language.

Footer & Utility Links: Conversion repeated through sticky and footer CTAs, local clinic info, and social proof logos.

Using the updated brand guide provided in Figma, I built a visual system that felt modern, warm, and premium without losing accessibility.

Color palette: Muted neutrals with subtle accent tones for calm sophistication.

Typography: Elegant sans-serif for headlines, soft serif for body copy for contrast and warmth.

Imagery: Diverse, authentic photography emphasizing confidence and transformation.

Interaction Design: Mobile-first CTAs, sticky consultation button, and conversion cues throughout scroll.

A homepage layout that guides users through an intuitive emotional journey, from inspiration to credibility to action.

Clear CTAs that appear naturally throughout the scroll, boosting conversion intent.

A clean, mobile-optimized experience built around accessibility and trust.

Visual storytelling that reflects both surgical expertise and human empathy.

Tools: Figma, FigJam, Illustrator, Photoshop

Deliverables: Homepage wireframe, high-fidelity design, and design system documentation

Timeline: 2 weeks from kickoff to final handoff

This project was about transforming perception as much as design. By combining credibility with emotion and a refined aesthetic, the new FVPS homepage now tells a story of confidence, transformation, and trust, exactly what the brand stands for.