Background
Company: AlzTrac
Industry: MedTech (Alzheimer's Patient tracking technology)
Role: UX/UI Designer, Product Designer
Tools: Figma, Wix
Duration: August - September 2024
Outcomes
Before: Negligible SEO presence and extremely low website traffic, averaging less than 5 visits per month; website essentially non-functional.
After:
Increased user engagement significantly
Improved website traffic <5 visits per month to 1,500 visits in the month following the redesign
Established an early sign-up list for the product launch, capturing initial interest and building a pipeline of potential customers
Provided founder with an impactful promotional tool for televised exposure
Key Takeaways
Empathy-driven design significantly enhanced the website’s effectiveness for a sensitive and urgent target audience.
Rapid prototyping and iterative design allowed a fast-paced, impactful solution tailored to client’s immediate promotional needs.
Strategic inclusion of a simple CTA ensured long-term business success by building an engaged audience ahead of product launch.
Core problem
AlzTrac’s original website targeted families and caregivers of Alzheimer’s patients seeking solutions to prevent loved ones from going missing. However, it severely lacked:
Clear organization and navigation
Compelling product descriptions
Effective Calls-to-Action (CTAs)
Overall usability tailored to their audience’s urgent needs
Goals/Objectives
Empathize: Understand key pain points for families and caretakers seeking solutions.
Define: Identify and prioritize website goals: simplicity, clarity, and reassurance.
Ideate: Generate solutions to present the product clearly and effectively.
Prototype: Quickly develop a lo-fi wireframe in Figma.
Test: Implement and launch a refined website with actionable CTAs and clear product descriptions.
Future-proof: Incorporate a simple CTA for product launch sign-up.
Process/Approach
1. Empathize
Research: Analyzed company-provided data on target market (families and caregivers).
Key Design Factors Identified:
Accessibility (simple language, clear navigation)
Urgency and reassurance in messaging
Intuitive product information structure
2. Define
Goals and Key Features:
Clear, concise product descriptions
Easy-to-find contact information
Prominent, reassuring visuals
Simple navigation
Strong, clear CTAs
Easy sign-up form for product announcements
3. Ideate
Created low-fidelity wireframes in Figma focused on simplicity, clarity, and intuitive navigation.
Ensured the design matched the founder’s familiarity with Wix to facilitate future updates and maintenance.
4. Prototype
Quickly translated wireframes into a fully functional website with consideration of the founder's comfort with Wix for future management.
Built a single-page website optimized for quick understanding and engagement, ideal for founder’s televised promotion.
5. Test
Launched the redesigned website and monitored key metrics.
Collected user feedback to make minor, immediate adjustments post-launch.
Solution
Redesigned and rebuilt AlzTrac’s website.
Included:
Clear, accessible language tailored for caregivers.
Simple, intuitive navigation.
Strong, clear CTAs.
Effective product descriptions and visuals.
Future-focused CTA to collect emails from interested customers for product launch announcements.
Results and Impact
Before: Negligible SEO presence and extremely low website traffic, averaging less than 5 visits per month; website essentially non-functional.
After:
Increased user engagement significantly
Improved website traffic <5 visits per month to 1,500 visits in the month following the redesign
Established an early sign-up list for the product launch, capturing initial interest and building a pipeline of potential customers
Provided founder with an impactful promotional tool for televised exposure
Key Takeaways:
Empathy-driven design significantly enhanced the website’s effectiveness for a sensitive and urgent target audience.
Rapid prototyping and iterative design allowed a fast-paced, impactful solution tailored to client’s immediate promotional needs.
Strategic inclusion of a simple CTA ensured long-term business success by building an engaged audience ahead of product launch.