Ophthalmic Surgery Website Redesign
Client Industry
Healthcare · Ophthalmology
My Role(s)
UX Researcher · UI Designer · Front-End Developer
Project Focus
Patient usability · Navigation clarity · Call-to-action visibility
Tools/Methods:
Microsoft Clarity
Clickstream Analysis
Information Architecture
Google Analytics
Usability Testing
Problem
Patients visiting the website for cataract, glaucoma, LASIK, and corneal care were struggling to navigate the site effectively. Clickstream data revealed that navigation was barely being used, call-to-actions were unclear, and overall readability was poor—causing frustration and drop-offs in user journeys.
Solution
Through heat-map analysis, user session recordings, and clickstream data, I pinpointed pain points in the site structure and content presentation. I reorganized the information architecture, introduced more accessible UI elements, and clarified calls-to-action across the site.
Key feature // 1
Dynamic content recommendations
Based on a user's past interactions, the homepage dynamically surfaces content likely to interest them. For instance, if a user frequently engages with articles on productivity, they’re shown similar content, keeping their experience relevant and encouraging them to explore further.
Key feature // 2
User-specific layout variations
Based on a user's past interactions, the homepage dynamically surfaces content likely to interest them. For instance, if a user frequently engages with articles on productivity, they’re shown similar content, keeping their experience relevant and encouraging them to explore further.
Key feature // 3
Dynamic content recommendations
Based on a user's past interactions, the homepage dynamically surfaces content likely to interest them. For instance, if a user frequently engages with articles on productivity, they’re shown similar content, keeping their experience relevant and encouraging them to explore further.
Results
New homepage boosts engagement & loyalty
By focusing on a personalized user experience, the homepage has become a more engaging, relevant, and productive entry point that successfully guides users through an experience that feels uniquely theirs.
64%
Engagement Increase
Implementing the voiceover with users spending more time exploring content and completing more actions per session.
21%
Subscription Boost
Users exposed to the voiceover feature had for subscriptions compared to those who did not have access to the feature.
10X
Content Consumption
on average compared to users who only interacted with text, making it a valuable tool, and an asset to a company in hyper growth.
12K
new users
Implementing the voiceover with users spending more time exploring content and completing more actions per session.
// redesign // New homepage
Conclusion
Implementing a personalized homepage experience taught me the significant impact of tailoring content to individual user needs. By creating dynamic, relevant interactions, we can turn a standard homepage into a powerful engagement tool that not only enhances user satisfaction but also builds long-term loyalty.
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