2024
Rise Healthcare
Redesigning a frictionless digital experience for a modern health & wellness brand
Healthcare
Website Redesign
UX/UI Design
Summary
As the UX Designer for Rise Health, I led the end-to-end redesign of their homepage and booking flow to address:
User confusion
Mobile friction
Drop-off during key conversion points
Our goal was to create a mobile-first experience aligned with user behavior and business growth. The result? A cleaner, more engaging site that drives deeper regional engagement and builds immediate trust.
Role
UX Designer
Tools
Figma
Google Analytics
Hotjar
Team
1 UX Designer
1 Developer
1 Marketing Lead
Duration
4 weeks
The Challenge
Rise Health’s existing digital presence struggled to convert visitors into booked appointments, especially on mobile. The homepage lacked clear messaging, trust-building elements, and action-oriented flows. Users landed, explored briefly, and left.
Despite a growing user base driven by organic search and social media, analytics and user testing revealed several friction points:
Mobile
Drop-Off
Mobile
Drop-Off
0%
0%
of users accessed the site via mobile, but their engagement time was 50% lower than desktop.
Form
Abandonment
Form
Abandonment
0%
0%
of users dropped off during the form. Critical lead data was lost before submission.
Booking
Page Friction
Booking
Page Friction
0%
0%
Only 5.64% of users landed on the booking page, and most bounced immediately.
"It asked too much right away, I didn’t even finish the form."
— User Survey Response
User Drop-Off Funnel on Rise Health Website
For a local healthcare provider with strong in-person credibility, the website was not reflecting the same trust or value online, especially for first-time visitors. Our task was clear:
Redesign the digital experience to reduce drop-offs, boost trust on first contact, and convert mobile users into committed clients.
Understanding the Users
Understanding the Users
Before jumping into solutions, we invested time understanding who we were designing for, and why they were dropping off. Through demographic insights, user personas, and behavioral patterns from analytics, we surfaced four distinct user segments, each with their own motivations and pain points.
Research Overview
To uncover why users were dropping off, we conducted mixed-method research combining web analytics, heatmaps, and user interviews. This helped us identify who our key users were, how they engaged with the site, and where they experienced friction or confusion in the journey.
Key Personas (From Research)
These personas highlighted overlapping motivations and pain points. We synthesized them into four strategic user segments to better align the product experience with audience expectations.
Core User Segments (from Research)
Once we defined our user segments, we mapped where their experiences broke down across the journey, revealing drop-off patterns, mismatches in content, and technical friction points.
Key Pain Points from Research
Mobile Engagement Gap
66% of traffic came from mobile, but users spent 50% less time on-site
Mobile users were frustrated or disengaged
66% of traffic came from mobile, but users spent 50% less time on-site
Mobile users were frustrated or disengaged
Traffic Misalignment
35% of form completions were from non-Arizona users
Marketing efforts weren’t geo-targeted effectively
35% of form completions were from non-Arizona users
Marketing efforts weren’t geo-targeted effectively
Booking Page Friction
Only 5.64% reached the booking page
The booking CTA or flow wasn’t discoverable or inviting
Only 5.64% reached the booking page
The booking CTA or flow wasn’t discoverable or inviting
Organic Drop-offs
Organic social drove traffic, but bounce rates were high
Users didn’t land on relevant pages or CTAs
Organic social drove traffic, but bounce rates were high
Users didn’t land on relevant pages or CTAs
These breakdowns helped us reverse-engineer what users truly needed, but weren’t getting from the current experience.
What They Needed (But Didn’t Get)
Design Solutions
Design Solutions
With clear pain points and user motivations identified, we crafted a mobile-first digital experience that was clean, intuitive, and conversion-focused. Each design decision directly addressed user frustrations while emphasizing trust, simplicity, and actionable pathways.
1
Trusted First Impression
Added local trust signals (badges, testimonials, maps).
Added local trust signals (badges, testimonials, maps).
Clean hero section with offer, benefit-oriented headline, and clear CTA.
Clean hero section with offer, benefit-oriented headline, and clear CTA.
Designed for mobile with responsive clarity above the fold.
Designed for mobile with responsive clarity above the fold.
2
Service Navigation Overhaul
Reorganized services into scannable cards with icons and short summaries.
Reorganized services into scannable cards with icons and short summaries.
Introduced progressive disclosure to reduce cognitive load.
Introduced progressive disclosure to reduce cognitive load.
Anchored navigation for quicker access.
Anchored navigation for quicker access.
3
Streamlined Booking Flow
Booking CTA made sticky on scroll and placed early in layout.
Booking CTA made sticky on scroll and placed early in layout.
Progressive form split into short steps.
Progressive form split into short steps.
Smart defaults and optional fields reduced user fatigue.
Smart defaults and optional fields reduced user fatigue.
4
Reinforced Confidence at Key Moments
Microcopy added at form steps to clarify benefit of info asked.
Microcopy added at form steps to clarify benefit of info asked.
Visual indicators like progress bar and trust icons throughout.
Visual indicators like progress bar and trust icons throughout.
Reinforced offer throughout flow to reduce second-guessing.
Reinforced offer throughout flow to reduce second-guessing.
Mobile-First System Thinking
We prioritized mobile users by ensuring finger-friendly layouts, short scroll paths, and visual clarity. Every touchpoint was designed to convert, without friction.
Impact & Outcomes
Impact & Outcomes
Real Results, Tangible Impact
Following launch, the redesigned experience delivered meaningful gains in user engagement and booking conversions, validating our user-centered design direction.
Key Metrics
0%
0%
0%
0%
Increase in service exploration time
0%
0%
0%
0%
Increase in users reaching the booking page
0%
0%
0%
0%
Lift in completed bookings
0%
0%
0%
0%
Drop-off rate during form fill
"It finally felt like the site wanted me to succeed."
— Actual user feedback from post-launch interviews
Booking Conversion Funnel: Before vs. After Redesign
"6x increase in bookings after redesign."
Reflection & Learnings
Reflection & Learnings
This project was more than just a redesign, it was a deep dive into how clarity, trust, and flow directly shape user behavior. Translating raw data into design decisions taught me the value of not just solving surface-level problems, but addressing the why behind user actions.
Key Takeaways
1
Data without empathy is blind.
While analytics highlighted where users dropped off, it was user stories and context that told us why, and that’s where the real design began.
2
Clarity always wins.
From content hierarchy to CTA placement, the more friction we removed, the more users progressed naturally. Simplicity turned out to be the most powerful optimization.
3
Simple ≠ Easy.
Streamlining the booking flow wasn’t just about cutting steps — it was about crafting better steps. Every screen had to earn its place.
Final Thought
This project reminded me that great UX doesn’t push users forward — it guides them. And when strategy, empathy, and simplicity align, the results speak for themselves.
UI Showcase
UI Showcase
The final designs reflect a user-first approach, merging clarity, trust, and accessibility to guide users smoothly from exploration to booking.
More Works
(GQ® — 02)
©2024
More Works
(GQ® — 02)
©2024
2024
Rise Healthcare
Redesigning a frictionless digital experience for a modern health & wellness brand
Healthcare
Website Redesign
UX/UI Design
Summary
As the UX Designer for Rise Health, I led the end-to-end redesign of their homepage and booking flow to address:
User confusion
Mobile friction
Drop-off during key conversion points
Our goal was to create a mobile-first experience aligned with user behavior and business growth. The result? A cleaner, more engaging site that drives deeper regional engagement and builds immediate trust.
Role
UX Designer
Tools
Figma
Google Analytics
Hotjar
Team
1 UX Designer
1 Developer
1 Marketing Lead
Duration
4 weeks
The Challenge
Rise Health’s existing digital presence struggled to convert visitors into booked appointments, especially on mobile. The homepage lacked clear messaging, trust-building elements, and action-oriented flows. Users landed, explored briefly, and left.
Despite a growing user base driven by organic search and social media, analytics and user testing revealed several friction points:
Mobile
Drop-Off
0%
0%
of users accessed the site via mobile, but their engagement time was 50% lower than desktop.
Form
Abandonment
0%
0%
of users dropped off during the form. Critical lead data was lost before submission.
Booking
Page Friction
0%
0%
Only 5.64% of users landed on the booking page, and most bounced immediately.
"It asked too much right away, I didn’t even finish the form."
— User Survey Response
User Drop-Off Funnel on Rise Health Website
For a local healthcare provider with strong in-person credibility, the website was not reflecting the same trust or value online, especially for first-time visitors. Our task was clear:
Redesign the digital experience to reduce drop-offs, boost trust on first contact, and convert mobile users into committed clients.
Understanding the Users
Before jumping into solutions, we invested time understanding who we were designing for, and why they were dropping off. Through demographic insights, user personas, and behavioral patterns from analytics, we surfaced four distinct user segments, each with their own motivations and pain points.
Research Overview
To uncover why users were dropping off, we conducted mixed-method research combining web analytics, heatmaps, and user interviews. This helped us identify who our key users were, how they engaged with the site, and where they experienced friction or confusion in the journey.
Key Personas (From Research)
These personas highlighted overlapping motivations and pain points. We synthesized them into four strategic user segments to better align the product experience with audience expectations.
Core User Segments (from Research)
Once we defined our user segments, we mapped where their experiences broke down across the journey, revealing drop-off patterns, mismatches in content, and technical friction points.
Key Pain Points from Research
Mobile Engagement Gap
66% of traffic came from mobile, but users spent 50% less time on-site
Mobile users were frustrated or disengaged
Traffic Misalignment
35% of form completions were from non-Arizona users
Marketing efforts weren’t geo-targeted effectively
Booking Page Friction
Only 5.64% reached the booking page
The booking CTA or flow wasn’t discoverable or inviting
Organic Drop-offs
Organic social drove traffic, but bounce rates were high
Users didn’t land on relevant pages or CTAs
These breakdowns helped us reverse-engineer what users truly needed, but weren’t getting from the current experience.
What They Needed (But Didn’t Get)
Design Solutions
With clear pain points and user motivations identified, we crafted a mobile-first digital experience that was clean, intuitive, and conversion-focused. Each design decision directly addressed user frustrations while emphasizing trust, simplicity, and actionable pathways.
1
Trusted First Impression
Added local trust signals (badges, testimonials, maps).
Clean hero section with offer, benefit-oriented headline, and clear CTA.
Designed for mobile with responsive clarity above the fold.
2
Service Navigation Overhaul
Reorganized services into scannable cards with icons and short summaries.
Introduced progressive disclosure to reduce cognitive load.
Anchored navigation for quicker access.
3
Streamlined Booking Flow
Booking CTA made sticky on scroll and placed early in layout.
Progressive form split into short steps.
Smart defaults and optional fields reduced user fatigue.
4
Reinforced Confidence at Key Moments
Microcopy added at form steps to clarify benefit of info asked.
Visual indicators like progress bar and trust icons throughout.
Reinforced offer throughout flow to reduce second-guessing.
Mobile-First System Thinking
We prioritized mobile users by ensuring finger-friendly layouts, short scroll paths, and visual clarity. Every touchpoint was designed to convert, without friction.
Impact & Outcomes
Real Results, Tangible Impact
Following launch, the redesigned experience delivered meaningful gains in user engagement and booking conversions, validating our user-centered design direction.
Key Metrics
0%
0%
Increase in service exploration time
0%
0%
Increase in users reaching the booking page
0%
0%
Lift in completed bookings
0%
0%
Drop-off rate during form fill
"It finally felt like the site wanted me to succeed."
— Actual user feedback from post-launch interviews
Booking Conversion Funnel: Before vs. After Redesign
"6x increase in bookings after redesign."
Reflection & Learnings
This project was more than just a redesign, it was a deep dive into how clarity, trust, and flow directly shape user behavior. Translating raw data into design decisions taught me the value of not just solving surface-level problems, but addressing the why behind user actions.
Key Takeaways
1
Data without empathy is blind.
While analytics highlighted where users dropped off, it was user stories and context that told us why, and that’s where the real design began.
2
Clarity always wins.
From content hierarchy to CTA placement, the more friction we removed, the more users progressed naturally. Simplicity turned out to be the most powerful optimization.
3
Simple ≠ Easy.
Streamlining the booking flow wasn’t just about cutting steps — it was about crafting better steps. Every screen had to earn its place.
Final Thought
This project reminded me that great UX doesn’t push users forward — it guides them. And when strategy, empathy, and simplicity align, the results speak for themselves.
UI Showcase
The final designs reflect a user-first approach, merging clarity, trust, and accessibility to guide users smoothly from exploration to booking.
More Works
(GQ® — 02)
©2024
2024
Rise Healthcare
Redesigning a frictionless digital experience for a modern health & wellness brand
Healthcare
Website Redesign
UX/UI Design
Summary
As the UX Designer for Rise Health, I led the end-to-end redesign of their homepage and booking flow to address:
User confusion
Mobile friction
Drop-off during key conversion points
Our goal was to create a mobile-first experience aligned with user behavior and business growth. The result? A cleaner, more engaging site that drives deeper regional engagement and builds immediate trust.
Role
UX Designer
Tools
Figma
Google Analytics
Hotjar
Team
1 UX Designer
1 Developer
1 Marketing Lead
Duration
4 weeks
The Challenge
Rise Health’s existing digital presence struggled to convert visitors into booked appointments, especially on mobile. The homepage lacked clear messaging, trust-building elements, and action-oriented flows. Users landed, explored briefly, and left.
Despite a growing user base driven by organic search and social media, analytics and user testing revealed several friction points:
Mobile
Drop-Off
0%
0%
of users accessed the site via mobile, but their engagement time was 50% lower than desktop.
Form
Abandonment
0%
0%
of users dropped off during the form. Critical lead data was lost before submission.
Booking
Page Friction
0%
0%
Only 5.64% of users landed on the booking page, and most bounced immediately.
"It asked too much right away, I didn’t even finish the form."
— User Survey Response
User Drop-Off Funnel on Rise Health Website
For a local healthcare provider with strong in-person credibility, the website was not reflecting the same trust or value online, especially for first-time visitors. Our task was clear:
Redesign the digital experience to reduce drop-offs, boost trust on first contact, and convert mobile users into committed clients.
Understanding the Users
Before jumping into solutions, we invested time understanding who we were designing for, and why they were dropping off. Through demographic insights, user personas, and behavioral patterns from analytics, we surfaced four distinct user segments, each with their own motivations and pain points.
Research Overview
To uncover why users were dropping off, we conducted mixed-method research combining web analytics, heatmaps, and user interviews. This helped us identify who our key users were, how they engaged with the site, and where they experienced friction or confusion in the journey.
Key Personas (From Research)
These personas highlighted overlapping motivations and pain points. We synthesized them into four strategic user segments to better align the product experience with audience expectations.
Core User Segments (from Research)
Once we defined our user segments, we mapped where their experiences broke down across the journey, revealing drop-off patterns, mismatches in content, and technical friction points.
Key Pain Points from Research
Mobile Engagement Gap
66% of traffic came from mobile, but users spent 50% less time on-site
Mobile users were frustrated or disengaged
Traffic Misalignment
35% of form completions were from non-Arizona users
Marketing efforts weren’t geo-targeted effectively
Booking Page Friction
Only 5.64% reached the booking page
The booking CTA or flow wasn’t discoverable or inviting
Organic Drop-offs
Organic social drove traffic, but bounce rates were high
Users didn’t land on relevant pages or CTAs
These breakdowns helped us reverse-engineer what users truly needed, but weren’t getting from the current experience.
What They Needed (But Didn’t Get)
Design Solutions
With clear pain points and user motivations identified, we crafted a mobile-first digital experience that was clean, intuitive, and conversion-focused. Each design decision directly addressed user frustrations while emphasizing trust, simplicity, and actionable pathways.
1
Trusted First Impression
Added local trust signals (badges, testimonials, maps).
Clean hero section with offer, benefit-oriented headline, and clear CTA.
Designed for mobile with responsive clarity above the fold.
2
Service Navigation Overhaul
Reorganized services into scannable cards with icons and short summaries.
Introduced progressive disclosure to reduce cognitive load.
Anchored navigation for quicker access.
3
Streamlined Booking Flow
Booking CTA made sticky on scroll and placed early in layout.
Progressive form split into short steps.
Smart defaults and optional fields reduced user fatigue.
4
Reinforced Confidence at Key Moments
Microcopy added at form steps to clarify benefit of info asked.
Visual indicators like progress bar and trust icons throughout.
Reinforced offer throughout flow to reduce second-guessing.
Mobile-First System Thinking
We prioritized mobile users by ensuring finger-friendly layouts, short scroll paths, and visual clarity. Every touchpoint was designed to convert, without friction.
Impact & Outcomes
Real Results, Tangible Impact
Following launch, the redesigned experience delivered meaningful gains in user engagement and booking conversions, validating our user-centered design direction.
Key Metrics
0%
0%
Increase in service exploration time
0%
0%
Increase in users reaching the booking page
0%
0%
Lift in completed bookings
0%
0%
Drop-off rate during form fill
"It finally felt like the site wanted me to succeed."
— Actual user feedback from post-launch interviews
Booking Conversion Funnel: Before vs. After Redesign
"6x increase in bookings after redesign."
Reflection & Learnings
This project was more than just a redesign, it was a deep dive into how clarity, trust, and flow directly shape user behavior. Translating raw data into design decisions taught me the value of not just solving surface-level problems, but addressing the why behind user actions.
Key Takeaways
1
Data without empathy is blind.
While analytics highlighted where users dropped off, it was user stories and context that told us why, and that’s where the real design began.
2
Clarity always wins.
From content hierarchy to CTA placement, the more friction we removed, the more users progressed naturally. Simplicity turned out to be the most powerful optimization.
3
Simple ≠ Easy.
Streamlining the booking flow wasn’t just about cutting steps — it was about crafting better steps. Every screen had to earn its place.
Final Thought
This project reminded me that great UX doesn’t push users forward — it guides them. And when strategy, empathy, and simplicity align, the results speak for themselves.
UI Showcase
The final designs reflect a user-first approach, merging clarity, trust, and accessibility to guide users smoothly from exploration to booking.
More Works
©2024