Lucidity Direct | Lead UX/ui Designer
The Lucidity Direct marketing website was experiencing increased traffic, but the site’s bounce rate was high and we were not seeing the correlated increase in physician sign ups we had hoped for. Additionally, the industry standard for redesigning marketing websites seems to fall within 1–3 years, and ours was approaching 2 years old. I proposed a complete site redesign to the VP of Marketing, and together we sought to freshen the site, make it more user-friendly, and implement an overall rebranding effort.
The Approach —
I already had some initial strategies to make our marketing website more user-friendly and visually appealing. I had a feeling that our visitors were not able to easily skim our site to find what they need and were likely feeling overwhelmed.
Our physician sign up form could also benefit from some UX best practices.
In order to test my assumptions, I decided to perform 20 case studies on other companies’ websites in similar spaces to Lucidity Direct. We would then survey physicians & recruiters to tie up any loose ends and get user feedback on some preliminary designs.
Case Studies —
I evaluated 20 companies’ websites on their content, UX, and design aesthetic. Companies were strategically chosen and in similar spaces to Lucidity Direct: Top 5 Forbes Hottest Startups of 2015, 5 of Inc.’s Top Healthcare Startups of 2017, 5 of our competitors in the locus tenens staffing spacing, and 5 popular multi-sided applications.
For each website, I studied the User Experience (top navigation bar behavior & structure, CTAs, and footer structure), Responsiveness (navigation bar treatment, hero area treatment, text size, and text wrapping increment), Styling (text sizes/weight/case; margins/padding size, color scheme, graphics, animations, parallax, use of screenshots), Content (landing page content, landing page length, top navigation & footer content), and Hero Area (text length, CTA, graphics)
Case Studies (Findings) —
Clear trends and best practices emerged from the case studies. Some findings seemed even counterintuitive and surprising. For example, most companies with a web/mobile app offering only use 1 product screenshot per page, and screenshots seldom show up in the hero area.
Also, of the 15 companies with multiple customers/users, 11 have a landing page which is dedicated to the consumer (vs. supplier) of the product/service, which means our general ‘launch pad’ landing page would have to go.
User Surveys —
Considering our results from the case studies related to color schemes and styling, I sought to verify some results and test some uncertainties with our target audience: healthcare professionals and recruiters. Our company already had a good amount of brand collateral in the color blue, we wanted to keep the main brand color of Lucidity as blue. Therefore, all the survey questions were designed around the color blue.
Vibrant vs. Toned Down Color Scheme
The majority of the 20 sites use vibrant/high-chroma colors, including Inc. 2017 Top Healthcare Startups, but our competitors seem to be using more toned down colors. Let’s test this with our target audience.
Monochromatic vs. Analogous vs. Complementary Color Scheme
The use of these three color schemes were evenly split between the 20 companies studied (30%, 25%, and 30%, respectively). Let’s test which color scheme appeals most to our audience.
Hero Graphic Treatment
We learned in the case studies that almost ever site uses an image containing a person’s face in the hero area. Let’s test some different graphic treatments for this type of image (bright, overlays, blurred, etc.)
Hi-Fi Wireframes —
With more clarity on the content & pages we’d like to include in the new marketing site, I created a site outline and hi-fidelity B&W wireframes to begin thinking about the copy & structure. With help from a talented copy writer, our messaging was beginning to take shape. I also put together some sample screenshots to demonstrate our new brand aesthetic: a fresh color scheme, an updated logo, and a new graphic style.
The wireframes were inserted into a clickable prototype. This prototype, results from the case studies and physician/recruiter surveys, and our new brand aesthetic were presented to multiple stakeholders (CEO, Chief Medical Officer, and the VP of Sales) for feedback. Some quick rounds of iteration followed.
Form UX Improvements —
The original sign up form already applied some UX best practices, but I still had a few suggestions to lower the barrier of entry and make the form more inviting & user-friendly. I designed the password requirements to be shown on the surface and dynamically update as each requirement is satisfied by the physician. I redesigned one of our flows so that we did not require a Field of Medicine (a term that may need defining, even to physicians) during sign up––one less field and less confusion. I also proposed that we tell physicians upfront why their zip code is required during sign up. Instead of checking a box to agree to terms and conditions, the disclaimer text was placed beneath the button for one fewer click. I also wanted to include our value proposition and some branding directly on the form.
Redesigned Lucidity Direct Website —
The redesigned Lucidity Direct marketing site launched 2 months after the project commenced.
Our messaging is more concise and punchy—now, our focus is on the value our product provides its users instead of telling our full feature set in detail.
The UX and visual design of the site follows the best practices determined during our Case Studies: bold text, more room to breathe with increased padding/margin sizes, and more white space overall. We utilize a more vibrant color scheme that survey results proved greatly appealed to physicians & healthcare recruiters. Subtle animations please our visitors on page load and at certain scroll points. The responsiveness of the site is crafted in a way to ensure proper and controlled line breaks and consistent experiences across devices.