The Project

A website redesign for veterinary supply small business ArteMedics by student-led, pro bono consultancy Design U

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The Goals

Enhance brand’s friendly impression while increasing perceived professionalism

Simplify and refine website organization for a smooth and effective user experience

Demonstrate the higher standard set by ArteMedics by reorienting the focus of the homepage information

UX & Market Research

Use of color

Bright colors create friendly impression vs. generally reserved/sterile medical market

Excessive number and inconsistent use of colors decreases trust in professionalism

Low color contrast and distracting background images make text unreadable

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Copywriting

Homepage focuses on less initially relevant details like the brand name origin

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Site structure

Two completely distinct product pages make purchasing process confusing

Solutions

Use of color

Simplified palette based on bright colors in logo to amplify their visual identity

Highlighted call to action for the product page with contrast from hero image

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Copywriting

Refined themes of our conversation with our clients as five answers to the question “Why ArteMedics?”

Evidence for excellence and trustworthiness by linking to relevant pages, ex: “We change animals’ lives” > Patient Stories page

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Site structure

Streamlined purchasing with single user flow and consistent product page structure and information

Instagram preview/link and newsletter signup to stay connected with customers and replace empty events calendar

Original homepage design

Competitor homepage design

Proposed sitemap and lo-fi wireframes for new design

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Original website content map