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Where Clarity Meets Conversion: Ohh Look

A clean, modern provider page for OhhLook that builds trust and drives business through SEO.

An image of Ohh Look's three memberships in the brand redesign including the Free membership, preferred, and premium.
A project overview section which includes the time of two weeks, my role as the lead UI designer, the tools used including Figma, G-Suite, skype, and Jira, and the team including myself, the CEO, the developer, and the SEO specialist

UI Design: Restructuring Information Architecture

THE PAGE THAT NEEDED A MAKEOVER

Ohhlook is a Southern California–based local services directory connecting users with trusted neighborhood professionals for easy discovery and booking.

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My Objective: Transform a cluttered, inconsistent provider landing page into a streamlined, conversion-focused, and accessible experience that aligns with Ohhlook’s brand and business goals

This image showcases the original layout of the provider page which has many problems including weak or lacking CTA's, cluttered layout, unable to scan content, unclear visual hiearchy, and not abiding by WCAG guidelines for font size and color.

The Problem

UI OBJECTIVES

Remove unnecessary copy and visual clutter

Improve readability and accessibility

Create a clear, scannable visual structure

Lead providers towards a sing, focused action

Follow tone, layout, structure of redesigned home page

Phase 1: Initial Redesign

FOCUS: INFORMATION ARCHITECTURE & VISUAL CLARITY

  • I Conducted a content audit to eliminate marketing-heavy language and restructure the page around core questions: What is Ohh Look? How can providers join? Why should providers join?

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  • I designed a user-centric layout guiding visitors from introduction to sign-up, with clear CTAs and a focus on readability.

Wireframe that showcases low fidelity draft of Provider landing page including a sign up portion in the second section, and a "how it works" section after that.

  • I established a typography and spacing system to enhance accessibility and ensure WCAG-compliant readability.​

A chart that showcases a typography and spacing system I mapped out for the redesign. It includes the weight, font, desktop, mobile, line height, etc.

  • I referenced Ohh Look’s updated homepage as a foundation to establish consistent branding and UI patterns for the Provider Landing Page.

An image of the redesigned Home Page that the providing landing page was based off of, stylistically. This includes an airy, carefree tone through images of the beach and bright colors.

Phase 1 Redesign

These images showcase the phase 1 redesign, which includes a signup portion as a large section that includes an image of a man and his dog, matching the airy, carefree tone, as well as an image with "three easy steps to grow your business" that includes creating a profile, maximizing local visibility, and starting to book.

See phase 1 redesign here
 

Phase 2: Usability Enhancements Post-Sign-Up Redesign

FOCUS: OPTIMIZING CONVERSION FLOW

​After completing the initial Provider Landing Page updates, we shifted focus to streamlining the site’s signup flow. Insights from that redesign revealed lingering friction on the landing page that could hinder conversions—prompting a more targeted, data-informed iteration.

What Changed and Why

This showcases three images for the changes. The first is the hero portion on the provider landing page. Initially, the sign up form was the second section and had an image. We moved the signup portion to be small and part of the hero section for easier access and signup. Second, we moved the three testimonials to underneath the hero section to help build user trust. Last, we included a section called "Designed with You in Mind" that highlights what the free account offers, to give the user a taste of what they can get and persuade them to sign up.

See phase 2 redesign here
 

THE RESULT

The updated layout removed barriers for users, improved clarity, and created a more conversion-focused, user-centric experience — all aligned with real user behavior and business goals.

Phase 3: SEO Refinements

FOCUS: BALANCING BUSINESS NEEDS WITH USER EXPERIENCE

Post-launch, OhhLook brought on an SEO specialist to boost visibility—particularly among San Diego users. While the strategy improved discoverability, it introduced new design challenges. To align with the SEO approach, we needed to thoughtfully integrate San Diego-specific language across key pages, including the Home and Provider Landing Pages. This required us to:

Integrate location-specific keywords in headings and body content

Accommodate additional text elements in visually critical areas like the hero section

LAYOUT ADJUSTMENTS FOR CLARITY & VISUAL BALANCE

To support added SEO content without overwhelming users, I removed the hero background and restructured key sections on the Provider Landing Page—enhancing clarity, hierarchy, and visual flow while preserving a clean, engaging experience aligned with OhhLook’s growth goals.

This image showcases the hero image of the provider landing page before the redesign. It does not have a signup form and has a woman holding her thumbs up with a bright green background. This doesn't encourage the user to sign up.

Original Provider Landing Page

Provider Landing Page with Signup Adjustments

This image showcases our round 2 hero image which has the sign up now in the hero image next to the new image of the signature brand yellow bus, matching the tone.
This image is the revised image due to SEO refinements. The SEO adjustments added more wording which meant we had to change the layout. In order to keep it clean, we got rid of the background so it was easier for users to read. It still has the bus and the sign up form.

Provider Landing Page After SEO Refinements

See phase 3 redesign here
 

The redesigned provider page effectively balances user needs with business objectives, resulting in improved clarity, accessibility, and conversion potential.

The Power of Iterative Design: Reflections

This project highlights that effective design is iterative. Across three phases—visual hierarchy, usability, and SEO refinement—I evolved the Provider Landing Page to stay aligned with user needs and shifting business goals.

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The result is a streamlined, conversion-focused page that balances clarity and credibility. By adapting to user feedback, stakeholder input, and market signals, we proved that clean design can be both dynamic and impactful.

NEXT STEPS

Graph

Track & Optimize Conversion Performance

Monitor sign-up rates, scroll depth, and social login usage to evaluate impact and uncover areas for further refinement.

Traditional Library

A/B Test High-Impact Sections

Test variations in hero messaging, testimonials, and value props to identify what best drives provider conversions.

Image by Sharon Waldron

Apply Font & Accessibility Standards Sitewide

Extend updated typography and accessibility guidelines across the site to ensure a consistent, WCAG-compliant user experience.

Let's Talk Design

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