Project Overview
Client: Pelvic Health Clinic
Role: Sole UX Designer
Scope: Full website rebrand + UX redesign (Web & Mobile)
Tools: Figma, Wix Studio
My Role
UX research & discovery
UX writing and content restructuring
Information architecture & user flows
Wireframes, prototypes, and high-fidelity designs
Brand and visual direction
Developer-ready handoff and implementation in Wix Studio
The Problem
- Website relied heavily on long blocks of text and filler language
- Key services were difficult to find or understand
- Visual design felt outdated and did not reflect the quality of care
- Messaging lacked clarity and emotional connection for a sensitive health topic
- No clear hierarchy or intentional user flow
Design Process
I followed a user-centred, end-to-end design process to ensure the rebrand aligned both with user needs and business goals. Each phase was built intentionally on the previous one, allowing insights to guide design decisions rather than aesthetics alone.
Discover & Empathize
- Auditing the existing website for usability, clarity, and visual hierarchy
- Reviewing content to identify filler language and unclear messaging
- Empathizing with users navigating sensitive pelvic health topics
- Aligning with stakeholders on goals, constraints, and success metrics
Define
Identifying which pages needed to be removed, merged, or added
- Defining primary user goals for each page
- Establishing clear information architecture and content hierarchy
- Mapping user flows to guide users toward key actions, such as learning about services and booking appointments
Ideate
- Rebrand concepts using variations of color, typography, and layout
- Visual themes that balanced professionalism with warmth
- Logo iterations and brand assets derived from existing brand elements
- Early wireframes to test layout structure and content placement
Design
- Low- and mid-fidelity wireframes to validate layout and hierarchy
- Interactive prototypes in Figma to test usability and flow
- High-fidelity mockups for desktop and mobile
- Custom illustrations and iconography to support brand storytelling
- A consistent design system including colour, typography, and components
Design
- Low- and mid-fidelity wireframes to validate layout and hierarchy
- Interactive prototypes in Figma to test usability and flow
- High-fidelity mockups for desktop and mobile
- Custom illustrations and iconography to support brand storytelling
- A consistent design system including colour, typography, and components
Handoff & Implementation
- Delivering developer-ready Figma files with clear documentation
- Translating designs into Wix Studio
- Implementing responsive behavior across screen sizes
- Ensuring visual and UX consistency between prototype and live site