Health & Vitality Utah Website Redesign
UX Strategy & Design Lead
Project Overview
Currently leading the redesign of Health & Vitality Utah's website, transforming a cluttered, overwhelming healthcare experience into a clean, professional platform that builds patient trust and guides users through service discovery and appointment booking. The project emphasizes healthcare UX best practices, trust-building design patterns, and conversion optimization to support both the clinic’s goals and patients’ need for accessible, clear information.
The Challenge
Health & Vitality Utah's original website presented significant UX challenges that undermined patient trust and conversion: Information Overload: The homepage displayed an overwhelming grid of 40+ services in small, hard-to-scan boxes that created cognitive overload rather than helping patients find relevant care. Poor Visual Hierarchy: Critical information like contact details, appointment booking, and key services were buried among less important content, making it difficult for patients to take action. Lack of Trust Signals: The design lacked the professional, clean aesthetic that patients expect from healthcare providers, potentially undermining credibility and confidence. Unclear Value Proposition: Patients couldn't quickly understand what made this clinic unique or why they should choose these providers over competitors. Conversion Barriers: The path from homepage to appointment booking was unclear, with multiple competing CTAs and no clear user journey.
Process & Approach
Healthcare UX Research & Strategy
Analyzed patient journey mapping and healthcare decision-making patterns
Researched healthcare UX best practices and trust-building design principles
Identified key patient personas and their primary care-seeking motivations
Information Architecture Redesign
Restructured service organization from overwhelming grid to intuitive categories
Prioritized high-value services and appointment booking in primary navigation
Created clear patient journey from awareness to action
Trust-Building Visual Design
Developed clean, professional aesthetic that builds patient confidence
Implemented strategic use of white space to reduce cognitive load
Created prominent provider credentials and patient testimonial sections
Conversion Optimization
Designed clear, prominent 'Book Online' CTAs throughout the experience
Implementing strategic content hierarchy to guide patient decision-making
Healthcare Accessibility & Development
Implementing responsive design for mobile-first healthcare consumers
Optimizing page performance for patients with varying internet speeds
Outcome & Results
The Health & Vitality Utah redesign is currently in development, with the goal of transforming an overwhelming, cluttered healthcare website into a clean, trustworthy platform that effectively guides patients through service discovery and appointment booking. Anticipated User Experience Improvements: • Reduce cognitive load through strategic white space and clear visual hierarchy • Improve service findability with intuitive categorization and navigation • Enhance trust-building through professional design and prominent provider credentials • Streamline appointment booking with clear, prominent CTAs and reduced friction Expected Business Impact: • Strengthen patient confidence through professional, clean healthcare design • Improve conversion funnel from homepage visits to appointment bookings • Enhance competitive positioning through modern, trustworthy web presence • Increase accessibility compliance supporting broader patient demographics
Project Details
Role:
UX Strategy & Design Lead
Team:
Solo project with client stakeholder collaboration
Key Highlights:
• Healthcare UX Strategy
• Trust-Building Design
• Conversion Optimization
Impact:
In Progress
Skills & Tools: