Case Study 2

Whitney Plaza Dentistry SEO and Mobile Ready Website Redesign
– Date: 2021
Project Overview
Whitney Plaza Dentistry is located very close to McMaster University in Hamilton.  The client wanted to attract students to their dental office.  Since the website was not mobile, it was hurting their business.  Google analytics proved this.  Most users have mobile phones especially students, not having a mobile version of the website made it difficult for them to connect with the dental office.
My Contributions
My role in the project was to undertake SEO and UX/UI design of the new website.
The challenge is to redesign the client’s current website and drive more user traffic to the website with a focus on McMaster students.  Also, SEO will need to be fixed.
The Challenge
Search Engine Optimization (SEO) is an important part of UX design because SEO leads a person to the content they need and UX answers their questions once they arrive at the website.  Whitney Plaza Dentistry had poor SEO which was hurting their chances of attracting students to the website; therefore, the SEO needed to be corrected first.
SEO and Users
After interviewing the internal stakeholders and researching their competitors. I studied the client’s marketing collateral gaining further insight into the business. A brainstorming session was conducted and all ideas were noted down. A Persona of a McMaster student was created.  Then a User Flow Diagram.
Research
Persona of Jenny a McMaster Student
User Flow Diagram
The old website was studied taking the best elements for the new website. I tried my best not to disrupt the existing functionalities that make sense for the users. One thing that I knew was going to change was the main image on the home page. It was just too sterile; a friendlier image was needed.
Early Designs
Old Website
Based on sketches I started creating wireframes. Wireframes and a prototype were developed for a responsive mobile website.
Early wireframes, homepage and mobile version.
Mid-Fi Prototype Desktop and Mobile
The final design of the homepage screen. The website contians 5 web pages. You can visit the website here: ww.whitneyplazadentistry.com
Final UI Screen
Final UI Screen
Google analytics show that visitors to the site increased by 200% due to the SEO efforts.  Staff at the dental office noticed an up tik in phone calls to the office.  It was unclear if there was an increase of McMaster students calling the office.
Results
Always keep the client in the loop at each stage of development. SEO takes time to implement and to see any results because you are at the mercy of search engines.
Takeaway
It would be nice to add an online booking tool. I wish we could have had promotion or discount for the students at McMaster on the homepage.
Next Steps
BACK Case Study 1
NEXT Case Study 3
Case Study 1 Case study 2 UI DESIGNS