Orlandini Family Chiro
Redesigned a chiropractor’s digital presence with a cohesive brand identity, refined messaging, and an intuitive, patient-focused UI.
Project Overview
For this project, I partnered with a digital marketing and website design agency to redesign the homepage for a chiropractic practice. My role focused on improving UI design, accessibility, and branding alignment to better attract families while ensuring a smooth developer handoff.
Problem
Solution
For this project, I partnered with a digital marketing and website design agency to redesign the homepage for a chiropractic practice. My role focused on improving UI design, accessibility, and branding alignment to better attract families while ensuring a smooth developer handoff.
To delivere a modern, calming, and family-friendly homepage design. Improved UI hierarchy for better readability and conversion paths. Established a refreshed brand identity that stayed true to the client’s core color while balancing it with healthcare-appropriate tones.
Heuristic Evaluation
To start off, I conducted a heuristic evaluation to better understand potential user pain points. I analyzed the homepage hierarchy with a focus on layout, readability, and navigation clarity. Since the client serves people of all ages, I was surprised at how difficult some sections were to read. If I, as a designer, struggled to scan the content, I imagined how much harder it would be for an older person seeking chiropractic care to clearly understand the client’s main message.
Research & Pain Points
After running a heuristic evaluation of our homepage, I pinpointed areas where the layout, readability, and navigation weren’t supporting the user experience. Since the client serves all ages, it was especially important to make the design accessible and easy to follow—even for older users who may struggle with clarity on small text or poor hierarchy.
Competitive Feature Matrix
To dig deeper, I built a competitive feature matrix that compared each competitor side by side. This made it easier to identify trends, gaps, and opportunities we could use to create a stronger, more user-friendly experience for our client’s site.
Brand Development
Since the client already had an existing brand color of #DEC72F (a vibrant yellow), my goal was to expand the palette in a way that felt modern, trustworthy, and approachable. Yellow on its own communicates optimism, warmth, and positivity, but pairing it with complementary teals and blues creates a stronger balance, adding feelings of trust, reliability, and calmness that are especially effective in healthcare and chiropractic branding.
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While the practice serves clients of all ages, the client specifically wanted to make the brand more welcoming to families. By introducing this updated palette, the visuals shift toward a tone that is both playful and calming, striking the right balance of energy and professionalism to appeal to parents, children, and older patients alike.
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The Challenge...
Normally, I’m used to working with developers who build everything from scratch based on my designs. For this project, things were a little different. My developer used pre developed template sections, that can be customized but not fully reinvented. This meant I had to design within those limitations, making sure every section I created could align with what the program already offered.
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The challenge was balancing creativity with practicality, ensuring my designs stayed true to the vision of a modern, family-friendly chiropractic site while also being realistic for the development process. It pushed me to be more resourceful and flexible, which ultimately made the collaboration with my developer smoother and the final product more efficient to launch.
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Moving Forward
With the redesigned website now live, the next phase is measuring its impact through digital marketing initiatives. My goal is to track performance across key analytics such as user engagement, traffic flow, and conversion rates. This updated UI not only improves readability and navigation but also creates a more inviting experience for families, aligning with the client’s vision. Moving forward, I’ll be using these insights to shape marketing strategies that drive both new and returning clients to the site.
