Problem
Through a heuristic evaluation and competitor analysis, I identified that the original website was difficult to navigate and lacked the trust signals users expected when choosing a laser treatment provider. As a result, potential clients were likely to abandon the experience before booking an appointment. The redesign focused on improving usability, strengthening trust, and increasing appointment conversions.
Discovery
I conducted desk research to better understand the Brazilian laser treatment market, user motivations, and industry best practices before evaluating the existing experience.
Competitors made treatment categories easier to discover through clearer navigation and stronger calls to action, while Easylaser buried key information several levels deep.
Although participants had never undergone laser treatment, they consistently expressed concerns about safety, treatment effectiveness, and pricing transparency, reinforcing the importance of trust-building throughout the experience.
The heuristic evaluation identified issues related to navigation consistency, system visibility, and information architecture, helping prioritize the usability problems addressed in the redesign.
Key insights
Users needed more trust signals before considering treatment.
Finding information about procedures was unnecessarily difficult.
Competitors communicated treatment options more clearly.
The booking journey lacked clarity and guidance.
Design decisions
Service offerings were reorganized by treatment area (face, arms, legs, etc.) because users struggled to understand the clinic's original treatment taxonomy.
Building trust became a core design principle, leading to a clearer visual hierarchy, and simplified layouts that reinforced credibility throughout the experience.
Treatment pages were redesigned to include benefits, risks, and pre and post-treatment guidance, addressing users' need for transparent information before booking a procedure.
Key Learnings
Users in healthcare-related services require stronger trust signals before engaging.
Information architecture plays a critical role in treatment discovery.
Clear explanations of procedures can reduce uncertainty and support decision-making.
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