The stakeholders at The Orlando Eye Institute came to me with a mess of a site. While the content was (and is) fantastic, with deep SEO-friendly content and wonderful imagery, especially with regards to their before and afters, the site was dated, the information architecture disorganized and clear user paths nonexistent. The client also wanted to conduct research to determine what information could be presented, so as to differentiate themselves from the competitors.
The initial steps were to evaluate the stakeholders goals, then to conduct user research with existing patients, both in-person and remotely, to determine what information and services users wanted to obtain. In addition, competitor research was conducted to see what attributes the current site may be missing. I completely redid the information architecture of the site by conducting card sorting and tree-testing user tests, and converting those results into a detailed wireframe. I created design variations and conducted A/B tests for both aesthetic and usability feedback. Then hi-fidelity prototypes were created and developed into a live site.
The site now boasts a cohesive information architecture, maximizing and leveraging the existing content into an intuitive customer journey. The site features clean paths to view both testimonials and before and after images, since it was determined that was an important factor in a user choosing one physician over another. The site is fully responsive allowing users to view the site on all devices.