Hoang Pediatrics
Case Study
Dr Hoang specializes in Holistic, Integrative Pediatrics and Osteopathy
Being a Doctor, as well as an author of multiple books on Pediatrics Osteopathy and Holistic ways to treat chronic pain, she naturally came to the conclusion that her clientele needed an online solution to buy holistic products
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Dr Hoang had expanded her practice into writing books and wanted to start a holistic e-commerce store. Her current website didn't meet her new objectives nor the needs of the category of users targeted.
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The website needed a deep reorganization of content, a work on the redefinition of the purpose, and a minimalistic design, which would better serve the user and create conversion.
Who are the users?
The main part of users are families, parents of children, infants ; as well as adults suffering from years lasting complex pain - like trauma injury.
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UI/UX Designer
Information Architect
Comparative Analysis
I conducted a heuristic evaluation, and used the results to compare the main competitors in the field of holistic pediatrics in the same city.
User Survey
I prepared a general question survey and interviewed 9 people (using SurveyMonkey).
The potential target consumers were asked 13 questions, on their family's health choices/habits, along with very precise questions regarding the quality of their user experience on the current website.
Creating Personas
Using the information gathered with the survey results, I created 3 different personas that represented the "typical" user and helped guide my UX decisions.
User Flow / Scenarios
I imagined different scenarios for the 3 personas, and observed what steps needed to be taken to reach the goal. The information provided by these user flows /journey maps helped determine what needed to be done to improve the general experience.
Site Map / IA
The information architecture of the website has been deeply modified. The content has been divided in a several important sections, noticeably were created the e-commerce/store pages (for the books and for the holistic products), now representing an entire section of the website.
Prototyping / sketches
After the research steps, I started working on prototyping. Drawing many sketches, in order to explore various layout possibilities, and exposing the structure of the website through connected elements/pages.
Wireframes
Using sketch, I created wireframes, focusing on space allocation, prioritization of content, functionalities available, and intended behaviors.
Final Design
