How the redesign improved usability, site speed, and adaptability without stopping the web resource
Client: plastic surgery clinic in Kyiv
Work period: 4 months
Problems: the old version of the site had an outdated design, poor mobile adaptation, inconvenient navigation, and slow loading, which negatively affected the user experience and SEO. A comprehensive interface update was required with adaptability, interactivity, and gradual integration of changes without losing functionality and preserving content.
Before starting the redesign, we conducted a full audit of the current version of the site, which allowed us to identify a number of technical and visual shortcomings that affected the user experience and the effectiveness of the resource:
- Outdated visual style. The design did not meet modern trends, looked overloaded and did not maintain the trust of the target audience.
- Poor adaptation to mobile devices. The site had certain problems with displaying on mobile devices, which created barriers for most of the traffic.
- Imperfect navigation structure. Users could not quickly find the necessary information, which increased the likelihood of leaving the page without interaction.
- Lack of modern engagement tools. The site did not contain animations, interactive blocks or visual prompts, which made it quite «static».
- Slow page loading. Technical optimization was not carried out, which led to delays in displaying content and negatively affected the user experience.
- Lack of SEO. The site lacked basic elements of search engine optimization: meta tags, correct titles, image attributes, etc.
- Outdated solution for multilingualism. The QTranslate plugin turned out to be outdated and limited in functionality, which caused difficulties in managing the language versions of the site.The QTranslate plugin turned out to be outdated and limited in functionality, which caused difficulties in managing the language versions of the site.
We studied the online presence of direct competitors and modern approaches to website design in the medical field to create a relevant, aesthetic and functional concept. Further, we:
- Chose a minimalist style. Emphasized clean shapes, restrained colors and spacious intervals, which are associated with trust, sterility and professionalism in the medical field.
- Rethought navigation. Designed a new logical menu structure and presentation, which greatly simplifies interaction with the site. Users can now intuitively find the information they need in a few clicks.
- Used animations and micro-interactions. Added smooth effects, hovers and clicks, which made the interface more lively and pleasant to interact with.
After agreeing on the layouts with the client and making edits according to his wishes, we moved on to the stage of technical implementation, during which the following steps were performed:
- Development of a custom WordPress theme. The site was implemented based on a unique design without using ready-made templates, which ensured maximum compliance with the brand and business objectives.
- Graphics and caching optimization. All images were compressed without loss of quality, and server caching and lazy loading were enabled to speed up loading.
- SEO implementation. Meta tags, Open Graphs for social networks, SEO-friendly URLs, XML sitemap and structured data were added.
- Migration from QTranslate to WPML. A correct transition to the modern WPML plugin was carried out with full preservation and subsequent export of existing content and structures.
- Adaptation for mobile devices. The site has been tested on different types of screens, taking into account the specifics of displaying buttons, fonts, and images to ensure convenience on smartphones.
1. Analysis of the old version of the site and identification of weak points
Before starting the redesign, we conducted a full audit of the current version of the site, which allowed us to identify a number of technical and visual shortcomings that affected the user experience and the effectiveness of the resource:
- Outdated visual style. The design did not meet modern trends, looked overloaded and did not maintain the trust of the target audience.
- Poor adaptation to mobile devices. The site had certain problems with displaying on mobile devices, which created barriers for most of the traffic.
- Imperfect navigation structure. Users could not quickly find the necessary information, which increased the likelihood of leaving the page without interaction.
- Lack of modern engagement tools. The site did not contain animations, interactive blocks or visual prompts, which made it quite «static».
- Slow page loading. Technical optimization was not carried out, which led to delays in displaying content and negatively affected the user experience.
- Lack of SEO. The site lacked basic elements of search engine optimization: meta tags, correct titles, image attributes, etc.
- Outdated solution for multilingualism. The QTranslate plugin turned out to be outdated and limited in functionality, which caused difficulties in managing the language versions of the site.The QTranslate plugin turned out to be outdated and limited in functionality, which caused difficulties in managing the language versions of the site.
2. Competitor analysis and new concept development
We studied the online presence of direct competitors and modern approaches to website design in the medical field to create a relevant, aesthetic and functional concept. Further, we:
- Chose a minimalist style. Emphasized clean shapes, restrained colors and spacious intervals, which are associated with trust, sterility and professionalism in the medical field.
- Rethought navigation. Designed a new logical menu structure and presentation, which greatly simplifies interaction with the site. Users can now intuitively find the information they need in a few clicks.
- Used animations and micro-interactions. Added smooth effects, hovers and clicks, which made the interface more lively and pleasant to interact with.
3. Design approval and implementation on WordPress
After agreeing on the layouts with the client and making edits according to his wishes, we moved on to the stage of technical implementation, during which the following steps were performed:
- Development of a custom WordPress theme. The site was implemented based on a unique design without using ready-made templates, which ensured maximum compliance with the brand and business objectives.
- Graphics and caching optimization. All images were compressed without loss of quality, and server caching and lazy loading were enabled to speed up loading.
- SEO implementation. Meta tags, Open Graphs for social networks, SEO-friendly URLs, XML sitemap and structured data were added.
- Migration from QTranslate to WPML. A correct transition to the modern WPML plugin was carried out with full preservation and subsequent export of existing content and structures.
- Adaptation for mobile devices. The site has been tested on different types of screens, taking into account the specifics of displaying buttons, fonts, and images to ensure convenience on smartphones.
Website before the redesign
Website after the redesign
Website speed before
Website speed after
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