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Project: Orem Orthodontics Website Redesign
My Role: Product Designer (UX, UI, & Webflow Development)
Timeline: 3 months
Tools: Figma, Webflow, Pagespeedtest
Scope: 48 unique pages and a full 48-page Spanish translation (96 total pages).
Key Outcome: Generated 34 new consultation leads in the first 6 months and successfully launched a full Spanish version of the site.
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"To fix the confusing navigation, my first step was to audit all the pages. I reorganized them into a clear, 5-part user journey (New Patients, About Us, Treatments, etc.). This new sitemap became our blueprint."
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The sitemap
Phase 2: Competitive Analysis & Wireframing
"I created a moodboard of the top orthodontic websites and I analyzed them to understand common patterns they have. I found that a clear 'Free Consultation' CTA and patient 'Testimonials' were crucial for building trust."
"I created a full-fidelity wireframe in Figma to get client feedback before building. This allowed us to lock in the layout and hierarchy. The client was able to comment directly on the file, making revisions fast and collaborative."
The wireframe
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Moodboard
The Before version
The After version
Added a clear CTA: "Free Consultation" button in the navigation and hero section.
Created Visual Hierarchy: The new design guides the user's eye from the headline to the social proof (the doctor) to the treatments.
Built Trust: We prominently featured the doctor's credentials (Harvard) and real patient testimonials.
Added Key Features: Implemented a full Spanish version to serve the local community in Orem, Utah.
Ensured Mobile-First Responsiveness: The site was built in Webflow to be fully responsive, providing a clean, easy-to-use experience on mobile devices, which is where most patients search for a new doctor.
"The final responsive design as seen on a mobile browser.”
The new website generated 34 new consultation leads within 6 months of launch.
Iteration & Learning:
"This project taught me how to manage a massive-scale project and collaborate directly with a client.
A key iteration happened after launch: The initial on-page form received a lot of spam. We made a data-driven decision to move the form to a dedicated, external page, which solved the spam problem while still capturing qualified patient leads."