1) Share a Smile specialist dental centre
Project summary
Share a Smile is a specialist dental centre offering 3 core specialist treatment types - periodontics, prosthodontics and orthodontics. The practice provides treatment to patients referred by their general dentist as well as others who may contact them directly.
The site was generating few customer enquiries, quite simply, it wasn't functioning well as a marketing tool. I was tasked with redesigning the site in such a way that it would become a major asset in terms of patient acquisition, and would also help to increase general awareness of the practice and the wide range of specialist treatments available.
My role
Information architect/website redesigner.
Key problem areas identified
I carried out a thorough analysis of the site and came to the following conclusions with regard to the core problem areas:
- Service proposition - the website effectively split the services offered into 2 separate domains (one domain for Orthodontic services and one for the other 2 specialist areas). This resulted in a slightly confusing identity being portrayed and didn't capitalise of the appeal of providing all 3 services under one roof.
- Site structure - the information architecture of the site made it difficult for users to find the information they needed and also resulted in a large amount of useful information rarely being accessed.
- Site terminology - the terminology used in parts of the site was not easy to understand by visitors who were new to the three specialist areas described.
- Usability - Related to points 2 & 3 above was the general usability of the site which was on the whole quite weak making the process of finding your way around and interacting with the site more difficult.
- Search engine optimisation - the site was not optimised for the search engines which resulted in little patient traffic being generated.
Project methodology
First of all, I highlighted all the potential phrases I thought that users might use when searching for, or discussing each service type, and tested these phrases to find out which ones were the most popular.
I discussed the results with Share a Smile and with their input decided on 5 treatment categories centred around preferred user terminology. I was then able to plan out a robust information architecture for the site. This ensured that the site's navigation and structure was highly user centric.
I got agreement from the dental specialists to present all 3 treatment disciplines within one website domain and set about building the key sections of the site with a suitable information hierarchy and clear visual design which incorporated Share a Smile's existing logo, colors and other elements of their corporate ID.
Search engine optimisation techniques were applied throughout the design and build stage which was made more straight forward because of the keyword search phrase analysis I had conducted at the start of the project.
Results
The redesigned Share a Smile website offers a high level of usability, allowing users to easily select and find out about a range of specialised treatment types with relative ease.
The visual design carries Share a Smiles' existing branding collateral well and the imagery on the home page makes it immediately clear that the centre caters for all age ranges.
The site is now performing well in terms of search engine rankings which combined with a high level of usability is resulting in a 4 fold increase in new patient acquisition.
Site URL
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2) RADA Enterprises (REL)
Project summary
RADA Enterprises (REL) is the commercial fund raising arm of the Royal Academy of Dramatic Art (RADA). REL seeks to generate revenue by making available RADA's well trained teachers and students to both corporate and public sector organisations to teach valuable communication and presentation skills.
REL's web presence was at the time limited to a small section of the RADA's main website (www.rada.org*), comprising of a very basic information architecture and visual design which struggled to support the vast array of different sections and pages involved.
So REL's objective was to separate their content out from RADA's main site and present it in a new, well architected, user focused, visually striking website.
My role
Information architect/website redesigner
My approach
After a thorough analysis of the existing REL content, I separated the services out into 5 core groupings and presented each group via a drop down menu. A secondary navigation bar was created to look after the supporting sections of the site.
I created a powerful visual design that both reflected RADA's preferred use of red as it's corporate colour (as per the curtain on a theatre stage) , and also alluded to the caliber of talented actors that RADA has trained during it's 100 year history.
Once RADA were happy with all design elements I created the website which including various customer enquiry forms as well as PDF course summaries and registration documents.
Project result
The website has been well received throughout RADA as well as with their client base and has succeeded in portraying the organisation in an appropriate manner.
Most importantly the new site has made it much easier for users to find a suitable course or event and then register interest.
Whilst control of the website is now back with REL, it is my sincere hope that the usability enhancements achieved during the project are maintained, and that the site as a whole is allowed to reach it's full potential over the coming years.
Site URLs
The resulting site - RADA Enterprises.*
The site where the RADA Enterprises content was originally located - RADA's main website.*
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3) Levanter Properties
My role
Website designer
Business type
Levanter is a property investment and development company based in Mayfair, London. They have commercial interests in the UK as well as overseas, more recently developing a special interest in Germany's commercial property market.
Website requirements
Levanter's requirement was to develop a stylish web presence that would reflect the business in an appropriate manner to potential clients and investment partners.
Resulting website
Levanter have found the website created for them to portray their identity in exactly the right manner, and in doing so it has been looked at favorably by the various commercial entities with whom they have transacted.
The site has supported Levanter well as their business has grown both financially and geographically over the years since launch.
Site URL - www.levanterproperties.co.uk*
* = external website
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