Overview

Dr. Robert A. Smith has operated his family-owned optometry practice in Mansfield, Texas since 1977. Known for high-quality, patient-first care, the practice has built a loyal base — with some patients traveling hours for appointments.

Despite its strong reputation, the website no longer reflected the quality of care or supported modern patient expectations.

The Problem

The existing website was outdated, difficult to navigate, and not responsive. Key issues included:

• Patients struggled to find essential information
• No direct way to contact the office or request appointments
• Poor mobile experience
• Visual emphasis on history over patient needs

The goal wasn’t just a visual refresh, but a website that reduced hesitation and made care feel accessible.

Audience and Research

Early conversations and a competitor audit revealed consistent patient concerns:

• Fear of discomfort during eye exams
• Uncertainty around pricing
• Anxiety about unexpected diagnoses

This insight reframed the design approach: the site needed to build trust quickly, communicate clearly, and make reaching the office feel easy — not intimidating.

Key Insight

Patients weren’t avoiding care — they were avoiding uncertainty.

Clear language, calm visuals, and visible next steps mattered more than feature depth.

Strategic Design Decisions

1. Task-First Information Architecture

The homepage and appointment flow were prioritized based on traffic and patient needs. Content was reorganized to surface:

• Appointment requests
• Contact information
• FAQs addressing common fears

Historical context was preserved, but no longer dominated primary pathways.

Request Appointment Screenshots

Homepage Screenshots

Judgment Point: Prioritized quick access to appointment booking over historical content for easier patient engagement.

2. Reassuring Visual Language

Design choices balanced professionalism with approachability:

• Soft, calming color palette
• Friendly but legible typography
• Clear hierarchy and spacing

The goal was to help patients feel comfortable before ever stepping into the office.

3. Mobile-First, Maintainable Build

The site was built to work seamlessly across devices, recognizing that many patients search and book on mobile.

To support long-term sustainability, the site was implemented using Wordpress so non-technical staff could:

• Update content
• Manage pages
• Avoid developer dependency

This ensured the site would remain useful beyond launch.

User Testing and Iteration

Before launch, Dr. Smith reviewed the staging site and walked through the appointment request flow while I observed.

This surfaced:

• Unclear labels
• Missing reassurance copy
• Opportunities to simplify steps

Adjustments were made before public release to reduce friction at key decision points.

Results (Data-Driven Outcomes)

Within 12 months of launch:

• +20% increase in new patient appointment bookings
• +10% increase in returning patient bookings

The website became an active contributor to practice growth - not just a brochure.

What I Learned

This project reinforced the importance of emotional context in healthcare UX.

I learned that:

• Addressing fear is as important as presenting information
• Clarity builds trust faster than polish alone
• Small IA decisions can meaningfully impact patient behavior