Check the creative process for the website of Burbank Plastic Surgery, that contains: elegant design solutions, user experience, and interactions.
The client was looking to improve their website. They realised that the current website was outdated and not optimized for conversion.
To begin the design process, I conducted research to identify the specific demographics and characteristics of our target audience. This helps in creating a user-friendly website that caters to the specific needs of the audience.
Audience #1: Patients aged 20-30 (~60% female, ~40% male)
Needs & Concerns: Younger patients (Audience 1) are typically looking for either preventative treatments or to change their cosmetic looks. We see lots of nose jobs, primary breast augmentations, liposuction, brazillian butt lifts. They’re at the age where they are either in a relationship or pursuing one so looks are very important. Younger audience is more concerned about not ending up looking like their older parents. The most frequent questions are related to pricing or price ranges, looking at before and after photos to show long-term consistency of successful results and questions regarding downtime/how long they need to take off. The biggest fears are typically associated with them having a botched surgery, but once they meet with the doctor and get to discuss the procedure and see the doctor's background of over 2 decades, they are more at ease.
Geographic Target: USA - specifically Los Angeles
Audience #2: Patients aged 30-50
Needs & Concerns: Audience 2 are usually looking to age gracefully or correct changes to their body post pregnancy. Here we see the addition of more mini face lifts, mommy makeovers, tummy tucks, hair transplant but still see a good number of breast augmentations and nose jobs.The most frequent questions are related to pricing or price ranges, looking at before and after photos to show long-term consistency of successful results and questions regarding downtime/how long they need to take off. The biggest fears are typically associated with them having a botched surgery, but once they meet with the doctor and get to discuss the procedure and see the doctor's background of over 2 decades, they are more at ease.
Geographic Target: USA - specifically Los Angeles
Audience #3: Patients aged 50+
Needs & Concerns: Audience 3 is the older crowd. They’re typically after more drastic procedures to turn back the clock, like full face/neck lifts so that they can feel and look like their younger selves. At this point they’re not looking to change what they look like but rather go back to what they looked like 10+ years ago. The most frequent questions are related to pricing or price ranges, looking at before and after photos to show long-term consistency of successful results and questions regarding downtime/how long they need to take off. The biggest fears are typically associated with them having a botched surgery, but once they meet with the doctor and get to discuss the procedure and see the doctor's background of over 2 decades, they are more at ease.
Geographic Target: USA - specifically Los Angeles
I analyzed website analytics data to understand user behavior, popular pages, and areas where users might encounter difficulties or drop off of current website. This provided insights into user preferences and areas for improvement and studied other plastic surgery websites to identify best practices, assess their strengths and weaknesses, and identify opportunities for differentiation.
The main key objectives were:
I mapped out user journeys for each persona, outlining the steps they would take when visiting the website, from initial research to making an appointment. Identified touchpoints, potential pain points, and opportunities to provide valuable information or support.
I created a clear and hierarchical sitemap that organized the content and functionality of the website. Main sections included: Home, Our Practice, Procedures, Before and After Gallery, Team, Blog, Contact and Pricing.
When designing a website for a plastic surgery practice, it's important to create a visually appealing, user-friendly, and informative platform that effectively showcases the services and instills trust in potential patients. Here are some key considerations for web design I used:
1. Style guide for a plastic surgery brand, it's essential to create guidelines that reflect the professionalism, trustworthiness, and aesthetic appeal associated with the industry. Here are some key elements:
2. Clean and Professional Design: Opt for a clean and professional design that reflects the professionalism and trustworthiness of the practice. I used ample white space, a well-organized layout, and a consistent color palette to create a visually appealing and easy-to-navigate website.
3. Clear Navigation: I implemented a clear and intuitive navigation menu that allows visitors to easily find the information they are looking for. Use descriptive labels and keep the navigation structure simple and logical. Client decided not to use menu button for simplicity. (Version 2). I placed the contact information, including phone number, email address, and a contact form, in a prominent location on every page. Make it easy for potential patients to reach out and schedule appointments.
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4. Before and After Galleries: I create dedicated sections or pages to showcase before and after photos of your patients. Highlight the transformative results and provide descriptions or case summaries to give visitors a sense of the procedures and outcomes.
5. Service Descriptions: Client provided detailed information about the various plastic surgery services offered by the practice, clearly described each procedure, including the benefits, process, recovery time, and potential risks. I used high-quality images or illustrations to support the descriptions.
6. Testimonials and Reviews: I displayed patient testimonials and reviews prominently on the website to build trust and credibility.
7. Educational Content: It's important to offer educational content to inform visitors about different procedures, recovery tips, and other relevant topics. I create a blog section where the client can regularly publish articles or videos that address common questions, debunk myths, and provide valuable insights into the world of plastic surgery.
8. Mobile Responsiveness: I ensured that the website is optimized for mobile devices. With the increasing number of users accessing websites on smartphones and tablets, it's crucial to provide a seamless and user-friendly experience across all devices.
9. Trust Signals and Certifications: I included trust signals, such as certifications, affiliations, or awards, to establish credibility and expertise and showcase professional memberships, affiliations with reputable organizations and accreditations relevant to the plastic surgery field.
10. Call-to-Action Buttons: I designed clear call-to-action buttons throughout the website, guiding visitors to take desired actions such as requesting a consultation, scheduling an appointment, or contacting the practice for more information.
11. Visual Consistency: I created a bunch of custom icons. That allows us to create a cohesive visual language that aligns with client's brand. By designing icons that reflect Burbank practice's aesthetic and style, I maintained consistency across the website and other brand touchpoints, enhancing overall brand recognition.
A well-designed plastic surgery website is a powerful tool for attracting potential patients, establishing trust, and showcasing the expertise and services of a plastic surgery practice. By implementing a thoughtful and user-centric design approach, the website effectively conveys the professionalism, credibility, and care associated with the practice. In summary, I succeed that now the website Burbank Plastic Surgery serves as a powerful marketing and communication tool, helping to establish a strong online presence, attract potential patients, and build trust and credibility within the industry.
