Project Scope
OVERVIEW:
Refresh of the Dr. Freeze brand/online collateral and materials (Mk2 > Mk3) for 2020 and beyond.
GOALS
Create a cleaner user experience that reflects the brands “luxurious” nature with a clearer hierarchy, making it easier to navigate and more enjoyable.
Develop and deploy high quality refresh of the entire Dr. Freeze website for both Desktop and Mobile experiences.
Increase site conversion - higher yield of acquisitions/new revenue.
PROCESS:
Analysis & Map Existing site, Comparative Analysis of competitors/peers. Identify UX & UI opportunities for improvement.
Wireframe & Prototyping: Low > Mid > Higher > High Fidelity.
Testing and incorporating feedback/results.
Develop & Deploy. Work with the team: Stakeholders, Visual Designer & Developer
Analysis & Mapping
Analysis of the current Dr.Freeze website from a User Experience and Flow view found the general friction points, which were all proposed as areas that could be tackled.
Inconsistent formatting/lack of visual hierarchy for text/copy, which makes review of information difficult.
Several variations of the same information, which when presented on the same page result a repetitive experience without providing additional benefit.
Inconsistent approach to visuals, images, graphics, which weakens branding.
Mixing of content for different target likely weakens user (read - potential clients) experience
Sizing and spacing of page elements feel unrefined.
Lacking customer testimonials,
Too many “models”
Mapping of Existing Site
Site Analysis
Analysis Summary
The client was presented with the finding of the analysis, and a summary of the insights and takeaways from this initial investigation, as a precursor to the first rounds or wire framing and prototyping.
Understand if the mobile or desktop site takes more importance and maintain that some elements may be parallel and others distinct.
Clean up and reduce the number of text format and styles.
Choose to go with either a bold, higher contrast visual approach across all pages, or (recommended) simplify and tone down the contrast allowing for the color palette and theme to draw attention to items of importance along with better use of header/title/body designation.
Review pages layouts holistically and understand the hierarchy of information.
The Dr.Freeze brand and site, would benefit from re-evaluating the focus of the user, and offering a more client focused narrative. Patient voices, testimonials and experiences could go a long way in enforcing a professional yet proven track record.
Navigation and general site layout is generally good, but too many cross links within the body of some pages, which can cause confusion.
Update and refresh visual assets and touch points, such as choice of photos, and bringing a more cohesive feel to graphic elements, allowing for a more cohesive feel across the whole site.
Low Fidelity Wire Frames
Initial low fidelity hand sketched wireframes for both desktop and mobile experiences were produced and presented to the client and stakeholders, for use in the first round of user testing.
Mobile
Desktop
Mid Fidelity
The feedback and observations from the first round of user testing, provided an insight into users device habits and helped the team decide on a “Mobile First” approach when refreshing the digital experience. The subsequent design iterations and rounds of user testing were developed in Sketch and InVision.
Mobile
Mobile Screen Mapping
Desktop
Desktop Screen Mapping
Higher Fidelity
Style Guide
Moving into higher fidelity wireframes and mock ups, I developed a the Style Guide, to be a tool for the visual designer and the web developer to use, as they came on board, in finalizing the specifics (image and asset selections) for the relaunch of the site.
Higher Fidelity Wire Frames
The client will roll out Mk3 of the Dr. Freeze Experience to franchisees, with full adoption planned for the end of Jan 2021. Feedback will be gathered and used for ongoing updates and improvements - www.DrFreeze.com