IDEAL IMAGE | AUG ‘24 - JUL ‘25

New Site + Design System

Role

Designed initial booking flows to gain stakeholder sign-off.
Created new Design System.
- Set up variables for color mapping, type styles, breakpoints, and component resizing.
Created pages outside of vendor scope, working closely with Product, Engineering, and Marketing partners.
Designed Salesforce in-clinic experience to match updates to the customer-facing booking flow.
Participated in UAT for new site launch.
Communicated feedback to 3rd party vendors.
Created high-fidelity wireframes and clickable prototypes for Development and Board presentations.

Booking Flow Discovery

I conducted a competitive analysis for our new booking flow. I included multiple direct competitors’ flows and noted what the most common patterns were. With this information, I was able to create lo-fi flows to summarize the features we would want at each step.

Northstar Design

After discovery, I created a Northstar prototype of how our future booking flow would work. The direction given was to create something that included items from everyone’s wishlist—no limitations. This design was presented to the CEO and given the green light to officially begin the project.

Atomic Design System

Components are broken up based on Atomic Design from the smallest single elements to more complex ones.

By implementing Atomic Design, this ensures any future updates can be made quicker.

Scalable and Color-Mapped Design System

Components are built to automatically resize based on what breakpoint is selected. Colors are set up to easily flip between Light and Dark modes.

Elevated Design

More imagery and iconography added to elevate content and increase engagement. Meganav implemented for easier user interaction. Pops of color strategically placed to draw attention to important information like promotions.

Dev Handoff

Using annotations, I add in functionality notes for developers and anyone else viewing the file.

If changes are made, I put additional notes highlighting what changed.

The Before

Snippets of what the site looked like before the site relaunch.

Launch Timelines

New site launched to small percentage of traffic on March 24, 2025. Slowly increasing traffic to new site until we reach 100%.
Booking Flow launched to small percentage of traffic on April 14, 2025. Increasing traffic to new booking flow strategically to reach enough data to understand user behavior.