Healthcare Advisory Services

Healthcare Advisory Services

The redesigned consulting services website was launched March 2022. Success metrics:

  • Customers spent an average of 12% more time on the landing page.
  • The average session duration increased by 42%, so customers spent more time engaging with the content on the entire website.
  • Increased content engagement.
  • Clearer call to action generated more leads.


  • Promote service offerings
  • Generate sales leads
  • Increase content engagement
  • Improve customer experience

Project Duration

September 2021 – March 2022


  • User research
  • Design collaboration
  • Wireframes
  • High-fidelity prototypes
  • CSS, HTML, and JavaScript coding
  • Post-launch analytics

Design Process

Design Process

My design process is closely aligned with the Nelson Norman Group’s UX training which I have taken part in. At every step of my design process, I keep the users at the forefront of my thoughts, empathizing with their experiences and perspectives. I advocate for the user’s point of view, especially in terms of accessibility standards and inclusive design practices.

It is also important to gain a thorough understanding of the scope of the project and business goals. During the initial discovery phases, I met with project stakeholders to understand the requirements to successfully complete the project. I then collaborated with other designers to perform user research, defined objectives, and strategized with insights from research.


User Research

I participated in user research to find out what the users do, think, and feel as they go through the website. Many data points were gathered using quantitative analytics, qualitative input from customers, and overall vision from stakeholders.

At this stage, I also identify common pain points across many different users and find unmet user needs, and I then create design solutions to those issues. I consider the potential interactions between different products, features, and platforms, and the final product to be delivered as a whole.

Methods Used

  • User interviews and surveys
  • Feedback from clients
  • Google Analytics
  • Google Optimize: A/B testing
  • CrazyEgg and Microsoft Clarity: Heatmaps, UX recordings


ARUP Laboratories - Persona: Jonathan


Customer Journey Map

ARUP Laboratories - Journey Map


Wireframes and Information Architecture

Based on findings from user research, I created wireframes as part of the site’s information architecture.


ARUP Laboratories - Wireframe and IA


Website Demo


ARUP Laboratories - Website