Introduction

Haledentistry.com is a website for a family dentistry practice located in Fort Wayne, Indiana. The website was designed to provide patients with information about the practice, its services, and its team of dental professionals, as well as to allow patients to schedule appointments and access resources on oral health.

Role: As a UX designer, my goal was to create a website for a family dentistry practice located in Fort Wayne, Indiana that meets the needs and expectations of local families with children. To do this, I conducted user research to gain insights into the target audience’s pain points, needs, and preferences in the Fort Wayne area.

Design Review

I have conducted a design analysis of the current website from my professional point of view and summarized the findings below.

What Works

  • Service information is easy to discover and is descriptive
  • Contact information is prominent on the contact page and in the footer
  • Information about the team and the dentist is easy to discover
  • Cohesive color scheme
  • Value propositions listed on the main page
  • Blog articles are easy to discover and provide useful information

What Could be Improved

  • The vast amount of information within the services area does not follow a cohesive visual hierarchy. Insufficient visuals and section breakdown to keep the user interested in reading.
  • Misleading labeling of contact area that leads the user to an “Appointment Request” form.
  • Poorly-structured mobile layout with important text and images appearing too small.
  • Overuse of stock images, downgrading the authenticity and quality of the website.

User Research

To evaluate the user experience performance of Hale Dentistry Website, a combination of methods were used, including:

  • Heuristic Evaluation: A review of the website’s design and layout, based on established usability principles.
  • Usability Testing: Tests were conducted with a sample of users, in which they were asked to complete a series of tasks on the website, and their behavior and satisfaction were observed and recorded.
  • Surveys: Surveys were distributed to users who have recently visited the website, to gather feedback on their experience.

Average User Profile

Name: Sarah Johnson Age: 35 Gender: Female Occupation: Stay-at-home mom Income: $75,000 Education: Bachelor’s degree in education

Sarah is a married mother of two children, aged 8 and 5. She is a stay-at-home mom who spends most of her time caring for her children and managing the household. She is college-educated and comes from a middle-class background. She is concerned about the oral health of her family and is always looking for ways to improve it. She values convenience and accessibility when it comes to healthcare and is always on the lookout for a dentist who can provide high-quality services at an affordable price. She is comfortable using the internet to research information and make appointments. She is active on social media and enjoys reading reviews before making decisions.

Sarah is interested in general and preventive dentistry services such as regular check-ups, teeth cleaning and cavity fillings. She also wants to know more about cosmetic dentistry options like teeth whitening and orthodontics. She is looking for a dentist who can provide a comfortable and welcoming atmosphere for her family. She wants to find a dentist who can provide a wide range of services and who is conveniently located. She is also interested in learning more about the latest advancements in dentistry and oral health.

Industry Research

Through my research, I discovered that families in Fort Wayne value a dental practice that offers a welcoming and kid-friendly environment, as well as a wide range of services including preventative care, replacement therapies, and financing options for the uninsured clients. They also appreciate clear communication and easy appointment scheduling, as visual examples of the dental work performed.

In order to create a more effective website, I have outlined some of the pain points faced by current or prospective customers of the Family Dentistry:

Fear of the unknown

One of the biggest pain points for visiting family dentistry is the fear of the unknown. Many people have a fear of the unknown when it comes to dental procedures and the potential pain that may come with them. To alleviate this fear I have selected to make the following improvements:

  • Visually-appealing informative articles
  • Well-Structured frequently asked questions section
  • Expanded service page information

These 3 areas help to explain the procedures in detail and answer any questions potential clients may have.

Pain

Dental procedures can be uncomfortable and even painful. However, it’s important to note that advancements in technology have greatly reduced pain levels associated with dental treatments.

The redesigned website should clearly communicate to potential clients different options for pain management and a compassionate atmosphere created by the dental team.

Cost

Many people are concerned about the cost of dental procedures, especially if they are not covered by insurance. Additionally, it can be difficult to find an insurance area, typically placed in the footer section on most of the competitor website.

In order to address this pain point, I created a new ‘Insurance Search’ area where the user can easily type in the name of the insurer and get an immediate feedback about whether they are covered or not. An insurance link has been added to the main navigation and strategically placed in other areas of the website in order to remove any doubts regarding unknown cost or coverage.

Time constraints

Many people are pressed for time and may find it difficult to schedule an appointment on a family dentistry website.

Client’s current website lacked prominent contact information and scheduling links. The redesigned website included contact and scheduling information in the header, footer, and strategic sections within service pages. I have also designed contact and scheduling pages that brought attention to¬† company’s flexible scheduling options, such as early morning, evening or weekend appointments.

Design and content decisions

Based on these findings, I designed the website to have a friendly and approachable aesthetic, with a focus on the services offered, the team of dental professionals, and the location of the practice. I also included a section on patient education and resources, as well as an easy-to-use appointment request system and a clear mention of the insurance providers.

The website’s visual design is creates a welcoming and professional image for the practice. With the input from the client, I decided to use a color scheme of blue and white with ‘medical green’ accents.

Design and content decisions

Based on these findings, I designed the website to have a friendly and approachable aesthetic, with a focus on the services offered, the team of dental professionals, and the location of the practice. I also included a section on patient education and resources, as well as an easy-to-use appointment request system and a clear mention of the insurance providers.

The website’s visual design is creates a welcoming and professional image for the practice. With the input from the client, I decided to use a color scheme of blue and white with ‘medical green’ accents.

Results

  • Navigation: The website’s navigation is clear and easy to use, with a clear hierarchy of information and a clear labeling of links. Users were able to find the information they were looking for easily.
  • Content: The website provides clear and concise information about the practice, its services, and its team of dental professionals. Users were satisfied with the level of detail provided.
  • Design: The website’s design is visually appealing and creates a welcoming and professional image for the practice. Users found the design to be inviting and easy on the eyes.
  • Functionality: The website’s functionality is generally good, with a clear and easy-to-use appointment scheduling system. However, some users reported difficulty in finding parking information.

Overall, the user experience performance of haledentistry.com is generally positive. The website’s navigation, content, design, and functionality are all well-executed and meet the needs of users. However, there is room for improvement with regard to providing clear information about parking facilities. Based on the findings of this analysis, it is recommended that the website’s developers include clear information on parking on the website, in order to enhance the user experience.

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