OHHLOOK: Provider Page Redesign
UI DESIGN: Cutting the Fluff & Restructuring the Information Architecture
THE PAGE THAT NEEDED A MAKEOVER
Ohhlook is a local services directory—think Craigslist—that connects people with neighborhood-based service providers. Currently focused on the Southern California region (hence the beachy feel), the platform offers users a way to discover and book trusted professionals in their area.
The provider page was previously dense, visually inconsistent, and struggled to quickly communicate its purpose. The company had recently redesigned its homepage, which provided a starting point for tone and style—but the copy and sizing on that page lacked hierarchy and didn’t fully meet accessibility standards.
THE PROBLEM
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OBJECTIVES
REMOVE UNNECESSARY COPY & VISUAL CLUTTER
IMPROVE READABILITY & ACCESSIBILITY
CREATE A CLEAR, SCANNABLE VISUAL STRUCTURE
LEAD PROVIDERS TOWARDS A SINGLE, FOCUSED ACTION
FOLLOW TONE, LAYOUT, STRUCTURE OF REDESIGNED HOME PAGE
FROM CHAOS TO CLARITY: My Approach
CONTENT AUDIT AND COMPETITIVE ANALYSIS
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I cut the "fluff," a.k.a., the marketing-heavy language to instead restructure the information architecture highlighting key information: What is Ohhlook? How can providers join? Why should providers join?
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What do competitors offer? How do competitors draw users in and present information in a succinct and clear manner? (i.e. follow a clear, simple "How it Works")
WIREFRAME EXPLORATION
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I designed a layout that guides the user from intro → easy signup → how it works → why providers love it → membership information and obvious CTA's throughout
VISUAL DESIGN & ACCESSIBILITY
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I used Ohhlook’s newly redesigned homepage as a visual starting point, adapting the style while refining structure and sizing for this page
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I established clear hierarchy using headings, contrast, and visual rhythm
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I applied a restrained color palette to focus attention and reduce noise
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I created a custom font and size guideline to establish consistency and ensure WCAG-compliant readability and increased base font sizes and spacing for improved legibility
THE FINAL OUTCOME: Key Improvements
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A streamlined, conversion-optimized provider page that clearly communicates Ohhlook’s value
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Improved accessibility and readability across all devices with clear CTA's to get the user started
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Positive stakeholder feedback on design clarity and usability
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Delivered a typography and spacing system that could extend site-wide
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THE POWER OF SIMPLICITY: Reflections
Designing under a tight one-week timeline challenged me to prioritize clarity, accessibility, and user flow. Using Ohhlook’s redesigned homepage as a visual guide helped ensure visual cohesion, but I made strategic adjustments—like refining text sizing and structure—to make the page more readable and focused. The result is a page that’s visually clean, easy to navigate, and built for action.
NEXT STEPS
With the successful redesign of the provider page, the next phase involves further improvements across the site:
Refine Call-to-Actions on Provider Pages
Make CTAs on individual provider pages more prominent and actionable, ensuring they guide users toward conversion—whether that’s booking a service, getting more information, or contacting a provider.
Enhance the Sign-Up Process
Simplify and streamline the post-sign-up email process to make it more intuitive for new providers. This includes clearer instructions and fewer steps to encourage more sign-ups.
Expand Font Size and Accessibility Guidelines
Apply the newly established font sizes and accessibility standards to other pages across the website, ensuring a consistent and user-friendly experience.
Review the homepage and other sections to align typography with WCAG guidelines, improving overall legibility for all users.