Understanding where Puja is and where she wants to go
A preliminary discussion with Puja helped me to understand what was working well, what could be improved, User paint points, and the plan for her brand going forward.
In laying the groundwork for this project, it was important to understand where Puja currently stood with her Brand. The first iteration of her website was in 2019, in which I developed a simple landing page experience. The second iteration was a project I was not involved with, but during that iteration she rebranded from a personal brand to a professional Practice. In this third iteration, she's wanting to revert back to a personal brand and expand her offerings.
With this discussion as a starting point, the development began with identifying what was working for Users, identifying new sets of Users and understanding how we should go about improving and expanding the experience with her new offerings.
1st Website Iteration · 2019
I designed the first iteration of Puja's website in 2019. A simple landing page experience displaying services and a way of contact.
The largest pain point of this initial iteration was that Users were unable to book appointments. In talks with Puja, having patients call for appointments was inefficient—a majority of Users preferred to book online. Additionally, Users inquired about pricing for services, which was not available on this 1st iteration of the website, indirectly forcing the User to call even if they weren't ready to book.
In my own critique of this initial iteration, I recognized that the lack of information indirectly caused pain points. Additionally, the experience seemed to be constructed more around Puja than Puja's potential patients. Instead of the website being centered around how these Services can help the User and what immediate steps the User can take towards their mental health, it was made more as a brochure of Puja's professional accomplishments, assuming the User would be impressed and want to get in touch.
In hindsight, a landing page format was not the best choice for the User. In the next iteration it was going to be key to spread out the information, utilize more descriptive headlines to make the information more readable, and center call-to-actions and headlines around why the User should take action towards their mental health rather than why they should book Puja.