Lifestyle Matrix Resource Center

Project Overview

LMRC is an online platform that empowers healthcare practitioners by providing them with tools to translate complex health information into user-friendly guidance. This, in turn, helps practitioners collaborate more effectively with their patients, supporting them in achieving their health goals. The core of LMRC's offering is a comprehensive resource library available to its members, which is crucial for its value proposition. The primary objective of the project was to address the user engagement issues on the LMRC website, specifically focusing on the homepage and membership page. These pages were crucial touchpoints for potential and existing members but were underperforming. Low scroll depth, poor click-through rates (CTR), and a general lack of awareness about the membership benefits were all contributing to poor user experiences and low conversion rates. The project aimed to redesign these pages to improve user interaction, boost awareness of membership benefits, and increase conversions.

I led the redesign of the LMRC (Lifestyle Medicine Resource Center), ensuring that the platform's user experience was intuitive and efficient for practitioners. Through user-centered design principles, I optimized the platform to improve patient compliance, boost retention, and transform the way practitioners communicate with their patients. By collaborating closely with the team, I ensured that the LMRC membership experience was seamless, providing access to a comprehensive resource library and member-exclusive webinars tailored to clinical and business topics.

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The Problem

LMRC faced several critical issues that were negatively impacting user engagement and conversions on their website:

• Low scroll depth on key pages (homepage and membership page)
• Low number of page visits, particularly to the membership page
• Poor click-through rates (CTR) on call-to-action elements
• Limited awareness among users regarding the benefits of membership
• Low sales and overall poor user experience

These issues led to a disconnect between the value LMRC offered and the users' understanding and engagement with that value.

The Solution

To address these challenges, the design team undertook a comprehensive redesign of the LMRC homepage and membership page. The key elements of the solution included:

• Redesigning the homepage to encourage navigation to other parts of the site, especially the membership page
• Updating the visual design and copywriting to better capture users' attention and clearly communicate the benefits of LMRC membership
• Enhancing the membership page layout to ensure that key benefits were more prominently displayed and easier to discover
• Improving the placement and design of call-to-action (CTA) buttons to increase interaction rates

These changes were informed by user behavior analysis, including heatmaps and session data, to ensure that the redesign directly addressed the observed user engagement issues.

Information Architecture

The redesign included a refined information architecture to better organize content and guide users through the site more effectively:

• Clear navigation paths on the homepage leading to the membership page and other critical sections
• Prominent placement of key information about membership benefits on the membership page
• Logical grouping of content to align with user expectations and needs, making it easier to find relevant information
• Simplified access to resources to encourage deeper engagement with the site's content

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UI Design

The UI design for the redesigned LMRC pages focused on clarity, engagement, and accessibility. Key design elements included:

• A modern and clean layout that prioritized user needs and streamlined the user journey
• Attention-grabbing CTAs with contrasting colors and clear, action-oriented text
• Responsive design to ensure an optimal experience across all devices, particularly mobile and tablet
• Consistent visual style across the homepage and membership page to reinforce brand identity and maintain a cohesive user experience

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‍Value of the Project

The redesign of the LMRC homepage and membership page delivered significant value to both the users and the organization:

• Improved user understanding of membership benefits, leading to better-informed decisions
• Increased user engagement as evidenced by improved scroll depth and interaction with content
• Higher conversion rates due to more effective CTAs and clearer communication of membership value
• Enhanced user experience through more intuitive navigation and appealing visual design

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Conclusion

The redesign of LMRC's homepage and membership page successfully addressed the identified user experience issues, leading to substantial improvements in user engagement and conversions. The increased scroll depth and higher interaction rates with CTAs are clear indicators of the project's success. By focusing on user needs and making the benefits of LMRC membership more accessible and understandable, the redesign not only improved user satisfaction but also aligned more closely with LMRC's business objectives. The project serves as a strong example of how targeted UX improvements can lead to significant business outcomes.