Italian Podiatrist website

Italian Podiatrist website

Dr Ilaria Ornelli - 2024

Italian Podiatrist website

Dr Ilaria Ornelli - 2024

Role

Product Designer

Services

UX/UI Design
Design System

Formspark (Data Collection)

Search Engine Optimisation (SEO)

Domain Setting Support

Cookie Implementation

Timeline & Status

2 months, Launched in June 2024

Outcome (From July to August)

+533% Increase in Calls, resulting in a total of 19 direct client calls, compared to the 3 calls in July.

+26% Growth in profile views, reaching a total of 326 views, compared to 258 views in July.

+47% Increase in Website Visits, driving a total of 25 visits from the profile, compared to 17 visits in July.

+533% increase in calls, resulting in a total of 19 direct client calls, compared to the 3 calls in July.

+26% Growth in profile views, reaching a total of 326 views, compared to 258 views in July.

+47% Increase in website visits, driving a total of 25 visits from the profile, compared to 17 visits in July.

Problem

The client needed to establish an online presence that effectively showcased her podiatry skills while facilitating easy communication for both general inquiries and home podiatry services.

context

Redefining podiatric care experience with an intuitive online platform

Redefining podiatric care experience with an intuitive online platform

Problem

Despite having an online presence, Ilaria is facing challenges in standing out among other professionals.

Despite having an online presence, Ilaria is facing challenges in standing out among other professionals.

Platforms where you could find Ilaria

Hold on, she is already online,

why am I doing this?

Hold on, she is already online,

why am I doing this?

As you can see from the pictures above, Ilaria was already in some platforms,

but she was experiencing the following problems:

Visibility

It was difficult to find her profile among so many professionals on the current platforms.

Effectiveness

The existing platforms didn’t attract any clients to Ilaria.

Usability

The overall user experience wasn’t so intuitive.

Cost

Having tools such as booking systems were quite pricey

the challenge

How can I strengthen Ilaria's presence by creating a website that is intuitive for visitors to use and can convert at the same time?

How can I strengthen Ilaria's presence by creating a website that is intuitive for visitors to use and can convert at the same time?

research

From goals to reality: Crafting Ilaria’s

professional online presence

From goals to reality: Crafting Ilaria’s

professional online presence

To start off, I conducted an initial interview with Ilaria to understand her

goals, all the specific requirements for the website and the current tools that she works with.

Key goals

Key goals

Transition from a minimal presence on a shared platform to a dedicated website

Showcase her podiatrist service and background

Facilitate easy appointment and booking inquiries

Quickly find all the locations where she works

Competitive analysis

Let me see how the competitors are doing

Let me see how the competitors are doing

In order to start designing the whole website, Ilaria and I went through several competitors, exchanging feedbacks and point of views, in this way I could see the area of interests, pros and cons of every website and what we could prioritise.

Competitors that we analised together

Key learnings

Key learnings

Ideation

No fluff, consistent and scannable

No fluff, consistent and scannable

From day one, our goal was to create a clear and concise user flow. We used internal and external feedback to refine and improve the structure, ensuring an intuitive experience throughout the website

First user flow

1

Primary & secondary CTA renamed ⏤ "Call me" option was also available on the page where "Book appointment" led, which was confusing for users.

Primary & secondary CTA renamed "Call me" option was also available on the page where "Book appointment" led, which was confusing for users.

2

Lack of testimonails ⏤ At first we thought about testimonials but perhaps, shall we display something else?

Lack of testimonials ⏤ At first we thought about testimonials but perhaps, shall we display something else?

3

Podiatrist section missing ⏤ We took it for granted but when it came to this environment, do you really know what a podiatrist is?

Podiatrist section missing ⏤ We took it for granted but when it came to this environment, do you really know what a podiatrist is?

Updated flow

1

“Contact me” & My services”

⏤ Users can quickly contact Ilaria, otherwise, they can discover what treatments she offers.

“Contact me” & My services” Users can quickly contact Ilaria, otherwise, they can discover what treatments she offers.

2

Focus on Instagram ⏤ This platform plays a crucial role for Ilaria in order to get visibility and clients, definitely worth it having it.

Focus on Instagram This platform plays a crucial role for Ilaria in order to get visibility and clients, definitely worth it having it.

3

Dedicated page about Podiatrist ⏤ No doubts anymore about who a podiatrist is.

Dedicated page about Podiatrist No doubts anymore about who a podiatrist is.

Collaborative wireframe helped us move fast

Collaborative wireframe helped us move fast

During the wireframe I encountered several challenges. Ilaria provided extensive feedback, leading to a lot of back and forth, both of us had limited free time due to our full-time jobs.
Working live on wireframes was very efficient, allowing us to make real-time adjustments and speeding up the process.

Overall wireframing

Examples of improvements

Visual direction

It is time to make it pop!

It is time to make it pop!

The main challenge was finding a balanced colour background in order to keep the logo that Ilaria proudly designed by herself. The logo’s colours, presented lack of natural harmony, differing emotional tones, and limited versatility across various website elements.

Ilaria wanted her profile to be perceived as professional and elegant, while maintaining colours related to the medical environment.

Ilaria wanted her profile to be perceived as professional and elegant, while maintaining colours related to the medical environment.

Colour background variations

Usability testing

What do other people think about it?

What do other people think about it?

From our point of view everything seemed fine but we wanted to know other people’s point of view and their experience throughout the website.

BEFORE

The bio paragraph was excessively long on mobile, causing users to scroll extensively.

AFTER

By adding a 'Find out more' button, users can choose to read more without having to scroll through the entire paragraph.

BEFORE

Users found the address useful but wanted an easy way to get directions.

AFTER

To address this, a “Look at the map” button was added, allowing users to quickly get directions.

final design

Is it that easy? Oh yeah!

Is it that easy? Oh yeah!

Just click through it and you will find what you need.

Landing Page: Desktop and Mobile Views

Who I am section: Desktop and Mobile Views

Podiatrist and my services page: Mobile Views

Contact me page: Tablet Views

Impact

Achieving a +533% surge in clients calls

Achieving a +533% surge in clients calls

Two months post-launch, the platform experienced significant growth in user engagement and traffic, with notable improvements from July to August.
These metrics highlight the success of our efforts:

Two months post-launch, the platform experienced significant growth in user engagement and traffic, with notable improvements from July to August.
These metrics highlight the success of our efforts:

July

3 calls

3 calls

258 views

258 views

17 visits

17 visits

August

19 calls

19 calls

+533%

326 views

326 views

+26%

25 visits

25 visits

+47%

retrospective

What went well

What went well

Successfully transitioned from a minimal online presence on a shared platform to a full website.

Collaborated with my client as a team effectively

Positive user experience and

results from users

retrospective

What didn’t go well

What didn’t go well

We are still working on improving SEO positioning, particularly for the Instagram page

Even though most part of the business is

through WhatsApp, the form didn’t perform

as Ilaria expected