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Results

WHAT WE ACCOMPLISHED

  • A VERY successful website launch (over 2000 pages) with no complications.
     

  • I completed all the page designs in 6 months, which allowed me two months to support our engineers and complete the QA process before website deployment. (total 8 months project)
     

  • I designed a cohesive website brand experience that matches our new brand identity and significantly increased business revenue and platform adoption.

Support Page (1 of 50+ designed page layouts)

Takeaways

 LEARNINGS

I learned that :

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  • The "why" is more important than the "how." Qualitative data is precious as it tailors the website to our audience's needs while ensuring we avoid driving the customer experience by making assumptions.


     

  • Communication, communication, communication...
Transparency, collaboration and trust between departments (Product, Engineering, Design, Marketing) are critical to the success of any web project.
     

  • SEO has a significant role in a website refresh for risk factors. It's essential to find a balance between UX and SEO.
     

  • Having a solid visual foundation and a Design System is very valuable. It gives consistency to our product and improves our customer journey experience; it enhances workflow between designers and the dev team; it makes it easier to design with less decision-making (helps focus on usability and problem-solving = what matters).

Goals

Chapter 2 –––––– WHAT WERE MY OBJECTIVES

SUCCESS METRICS (Business)

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  1. Increase conversion rates and time spent on the website; increase user engagement.

  2. Align the site with the company's new brand guidelines, visually representing the organization's brand identity effectively.

 

SUCCESS METRICS (UX) 

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  • Improved User Experience

  • Enhanced Functionality 

  • Search Engine Optimization (SEO)

  • Integration and Interoperability

  • Performance and Speed

  • Accessibility Compliance

My Process

Chapter 3 –––––– WHAT'S NEXT?

When I started this project, I aligned with our UX researcher and participated in meetings to understand differents stakeholders' 3-year business goals. I worked cross-functionally with the UX Researcher, SEO Manager, Engineers, and the Creative team to design the new Fullscript website.

01

User Research, Website Audit and Target Audience

I did a heuristic evaluation of the existing website to identify any accessibility issues and UX opportunities. I collaborated with the UX researcher to understand the insights he gathered from user interviews and competitive analysis.

02

Wireframe Designs and Prototypes

I then led, designed and managed all phases of the website’s overhaul and led all stages of the design process from research, conception of over 50 web pages.

03

Design iterations and Approval

I collaborated with our content writer and engineers and made iterations to our pages following feedback from our engineering team; then presented my work with a rationale to stakeholders for final approval.

04

QA and Design Implementation

I conducted comprehensive visual QA and functionality testing to ensure website components’ high quality, functionality, and responsiveness, working closely with engineers to validate designs before deployment.

The

Challenge

Chapter 1 –––––– WHAT NEEDED TO BE SOLVED

  • The website content was outdated, and overall messaging didn't align with Fullscript's new vision and objectives. 

     

  • Presence of many usability, accessibility, and SEO performance issues (the last website maintenance was done three years prior)

     

  • There were many visual and interactive inconsistencies throughout the website which also didn't align with the new brand guidelines.
     

  • Website was not a scalable product for various business executives to reach their 3-year plan.

Support Page (original design)
When working on improving the website's pages, I started with a heuristic evaluation which included an analysis of layout design and content to define new opportunities.

Support Page Strategy and Design

Chapter 4 –––––– USE CASE EXAMPLE 

1/7 Understanding the customer success teams' challenges

I organized a meeting with the Director of the Customer Service Team to understand their current pain point. The CS teams receive many calls and are dealing with a high rate of unresolved customer enquiries.

Key Goals​

  • Help reduce the number of calls CS is receiving

  • Enhance Practitioner's Self-Service options and resource discoverability

  • Improve the perception of the CS team on Fullscript's website

2/7 Understanding our target audience's motivation and needs

With the provided qualitative data and user insights gained from our previous research, we define our two main types of personas (low-trust and high-trust profile).

High Trust 

Low Trust

3/7 Mapping the Support Pages

Support pages are spread across the user's journey, as each is highly focused on one area but rarely overlaps with their goals. These pages are well-defined and are not multi-purpose drivers for the customer.

4/7 User Experience Journey

At the highest level, the most streamlined experience moves practitioners and patients through the support pages to ensure retention and the possibility of account creation.

6/7 Support Page (New Design) and implementation

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While working on the new design, I provided my design rationale illustrating how the new approach supports our user's and business goals.

7/7 Final Design and implementation
 

When the stakeholders approved this page, it was shared with our engineering team for development. Since this page was designed in collaboration with the engineering team, the engineers already knew what to expect regarding the look and functionality at the time of approval. 

Note: Fullscript.com is a representation of all my work.

RESEARCH

Competitive Analysis of the Software and Service Industry

Understanding the industry web experiences helps us apply Jakobs UX principle, where customers are likelier to engage with familiar experiences than new ones.

Interviews and Discussions with Other Design Leaders

Working with design leaders in Ottawa and Toronto, we discussed various approaches to company web design and infrastructure. Mistakes made, opportunities missed, and successful recipes are lessons learned. This allowed us to leverage and build off ideas and ambitions in established thriving ecosystems.

We used various UX techniques in the research phase, aiming to understand better the customer's mental modal and how it translates to their experience.

USER PROFILES

Profile: Low Trust

Profile: High Trust

With the provided qualitative data and user insights gained from our research, we define our two main types of personas.

SUPPORT PAGE DESIGN STRATEGY
(Use case example)

Our data showed that customers are not finding the answers they seek. The Customer service team had many customer enquiries (i.e. calls and forms).

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Experience Key Considerations

- High rate of unresolved customer enquiries

- Perception of CS team / FS Support

- Perception of the ecosystem

- A robust support system is crucial for practitioners

Mapping our Support Pages

Support pages are spread across the journey, as each is highly focused on one area but rarely overlaps with their goals. These pages are well-defined and are not multi-purpose drivers for the customer.

User Experience Journey 
At the highest level, the most streamlined experience moves practitioners and patients through the support pages to ensure retention and the possibility of account creation.

Support Page (New design)
While working on the new design, I provided my design rationale illustrating how the new approach supports our user's and business goals.

I learned that :

​

  • The "why" is more important than the "how." Qualitative data is precious as it tailors the website to our audience’s needs while ensuring we avoid driving the customer experience by making assumptions.


     

  • Communication, communication, communication...
Transparency, collaboration and trust between departments (Product, Engineering, Design, Marketing) are critical to the success of any web project.
     

  •  SEO has a significant role in a website refresh for risk factors. It’s essential to find a balance between UX and SEO.

TAKEAWAYS

  • Having a solid visual foundation and a web design system is very valuable. It gives consistency to our product and improves our customer journey experience; it enhances workflow between designers and the dev team; it makes it easier to design with less decision-making (helps focus on usability and problem-solving = what matters).
     

  • We need to prioritize MVP pages when doing a complete website revamp.

​

5/7 Support Page (Original Design)


When designing the support page, I started with a heuristic evaluation, including an analysis of layout design and content to define new UX and design opportunities.

A Much-Needed 
Website Overhaul

Context

Founded in 2011, Fullscript supports over 70,000 health practitioners by providing a SaaS platform that helps them prescribe and manage the best supplements to their patients. 

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My Role

As the sole Web designer of the company, I was tasked to redesign Fullscript's website in 8 months.

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Goal
Redesign and rebuild their website to meet their 3-Year plan and reflect their new brand guidelines while implementing accessibility, UX and UI best practices.

Fullscript

2020 – Early 2021

Team 

PJ Zito (Lead Web Designer)

Alain Brunet (Creative Director)

Ryan Yuke ( Senior Copywriter)
Noam Lightstone (SEO Manager)
Dan Morton (Technical Lead)

Mirre Abdi (Developer)

Chanthu Sasi (Developer)

Nick Turen (Product Marketing Manager)

Ben Ledger (UX Researcher)

Tools

Figma, Crazy Eggs, Google Analytics, WordPress

Skills

UX Research & Design, Web Design/UI, Product Management

My contribution

  • Conducted a heuristic evaluation/ audit of the old website

  • Gathered essential business insights and three-year goals from executives and business departments

  • Collaborated with UX researcher to consolidate insights from previous user research 

  • Collaborated with the content creator to design low and high-fidelity wireframes and prototypes

  • Worked collaboratively with engineers to implement over 50+ new page layout designs (over 50 pages)

  • Responsible for the QA process

Curious to learn more?

HOW WE GOT THERE

More in-depth details about this project are available below.

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