top of page

Redesigning Ohh Look's Provider Landing Page

An image of Ohh Look's three memberships in the brand redesign including the Free membership, preferred, and premium.
MacBook Air - 29 (8).jpg

The Challenge

CONTEXT

The existing provider landing page for Ohh Look presented significant usability challenges, including a cluttered layout and unclear calls to action, resulting in user confusion and high drop-off rates. The page's failure to effectively communicate the value proposition hindered user engagement and conversion.

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

My Design Process

VISUAL 

HIERARCHY

Led a comprehensive heuristic evaluation to identify and address usability issues, eliminating marketing-heavy language and restructuring the page to focus on core user questions: What is Ohh Look? How can providers join? Why should providers join? This approach ensured the design was user-centered and aligned with business goals.

Group 261.png

UI REDESIGN

Engineered a user-centric layout that seamlessly guides visitors from introduction to sign-up, incorporating clear calls to action and prioritizing readability to enhance user experience and drive conversions.

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.

ACCESSIBILITY

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.

BRANDING

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.

The Solution

KEY CHANGES

  1. Streamlined Layout: Simplified the page structure to improve scannability and focus user attention on key actions.

  2. Optimized Sign-Up Flow: Integrated the sign-up form into the hero section for immediate access, reducing friction for users.

  3. Trust-Building Elements: Added testimonials and a "Designed with You in Mind" section to build credibility and encourage sign-ups.

See high fidelity prototype here
 

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.

SEO Refinement

CHALLENGE

Following the launch of OhhLook’s new SEO strategy, increased visibility necessitated design adjustments to integrate San Diego–specific language across key pages, including the Home and Provider Landing Pages. These refinements ensured alignment between SEO objectives and user experience.

Our Adjustments

Integrate location-specific keywords in headings and body content

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

SOLUTION

To support added SEO content, I removed the hero background and restructured key sections on the Provider Landing Page, improving clarity, hierarchy, and visual flow while maintaining a clean, engaging experience.

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 high fidelity redesign here
 

The Impact

MacBook Air - 40.jpg

LESSONS

LEARNED

Image by abigail low

Clarity Drives Engagement
Streamlining the user journey and establishing a clear hierarchy boosted user confidence and motivation, directly improving task completion and engagement.

Image by Yomex Owo

Inclusive Design Benefits All Users
Prioritizing WCAG-compliant typography, spacing, and accessibility standards enhanced usability across the board, demonstrating that accessibility improvements serve all users, not just those with specific needs.

Image by Kaleidico

Design Must Align With Strategy
Integrating SEO requirements with UX considerations ensured that the page met multiple business goals without compromising clarity, trust, or user experience.

Let's Talk Design

bottom of page