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hello@dwayneburns.com

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Site Content ® Dwayne Burns — All Rights Reserved

Contact

hello@dwayneburns.com

Site Content ® Dwayne Burns — All Rights Reserved

Contact

hello@dwayneburns.com

Email

Site Content ® Dwayne Burns — All Rights Reserved

MaxLiving Website

Personalized homecare at scale.

The image featured at the top of the about us page #1
The image featured at the top of the about us page #1
The image featured at the top of the about us page #1

Project Overview

Challenge

MaxLiving's existing website and franchisee websites faced several challenges that hindered their effectiveness in conveying their brand message and providing a seamless user experience. These challenges included outdated design, poor user experience, and brand inconsistency across franchisee websites. A big hurdle with this project was the disconnect between whether the company messaging should be geared toward franchisees or to potential patients, creating a lack to brand clarity across the company.

Solution

A patient-centered approach

To address these challenges and position MaxLiving as an introduction to principled chiropractic care, our team chose an approach that prioritized user-centric design, brand alignment, and usability testing.

We started by conducting research and analysis to understand MaxLiving's target audience better and identify areas for improvement. Leveraging insights from user research compiled during recent in-person audits of franchise locations across the country and competitor analysis, we developed a patient-centric design strategy focused on intuitive navigation, clear messaging, and mobile responsiveness.

The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page

Site Map

Based on my interviews with doctors and team members combined with MaxLiving's existing user persona information provided from the Marketing department, targeted user personas were created for users who might engage with the web application. Each user has varied goals and concerns, which highlighted how the app caters to diverse needs across the networking, ultimately making delivering higher patient care more accessible and scalable.

Four young professionals were interviewed to understand their process for investing and their level of satisfaction with their current financial resources. An empathy map was generated from the responses and key responses are highlighted below.

The image featured in the middle of the about us page
The image featured in the middle of the about us page
The image featured in the middle of the about us page
The image featured in the middle of the about us page
The image featured in the middle of the about us page
The image featured in the middle of the about us page

Design Sprint

Since the window for our project was limited, I decided to conduct a design sprint to focus team resources on developing the full corporate website and customizable templates for franchisees to personalize their websites for their local market while maintaining brand consistency.

After understanding the needs and preferences of MaxLiving's target audience, the team focused on three main design principles during the sprint:

1

User-Centric Messaging

MaxLiving’s messaging was very confusing and struggling because they were trying to communicate with patients using doctor-speak. Knowing that a confused customer never buys, I pushed to drastically reduce the complexity in the copywriting to encompass concepts the user can understand logically and emotionally.

2

Focused User Journey

The previous site had multiple CTAs that confused the user path. We redefined MaxLiving corporate as a guide directing new patients to local franchises for personalized care. The site now centers on a single action - “Find a Clinic” - which leads users to book an appointment locally. This clear journey allowed us to design focused pages, eliminating distractions and enhancing the overall user experience.

2

Ease of Management

Managing the large network of franchise websites at scale was an important consideration. A component-focused design was chosen to make the site modular and easily customizable.

The team created paper wireframe sketches of their assigned pages. The best layouts and component structures were then choose and used across the site.

The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page

High-Fidelity Designs (Corporate Site)

Starting with the MaxLiving Corporate website, the team developed wireframes into high-fidelity designs to handoff to the development team. We created a modern website design with an improved user experience through intuitive navigation and crystal-clear messaging.

The new flow of the site shows user that MaxLiving truly understands their problem and want to help: Desired outcome — Case study of MaxLiving's 5 Essentials® — What to expect — Expected results — Testimonials — Social proof — Find a Clinic (CTA).

Starting with the MaxLiving Corporate website, the team developed wireframes into high-fidelity designs to handoff to the development team. We created a modern website design with an improved user experience through intuitive navigation and crystal-clear messaging.

The new flow of the site shows user that MaxLiving truly understands their problem and want to help: Desired outcome — Case study of MaxLiving's 5 Essentials® — What to expect — Expected results — Testimonials — Social proof — Find a Clinic (CTA).

Starting with the MaxLiving Corporate website, the team developed wireframes into high-fidelity designs to handoff to the development team. We created a modern website design with an improved user experience through intuitive navigation and crystal-clear messaging.

The new flow of the site shows user that MaxLiving truly understands their problem and want to help: Desired outcome — Case study of MaxLiving's 5 Essentials® — What to expect — Expected results — Testimonials — Social proof — Find a Clinic (CTA).

The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page

High-Fidelity Designs (Franchise Sites)

One of the main goals of the redesign was to position franchise clinics as holistic health influencers within their local communities. To accomplish this, we moved high-traffic resources located on the corporate site to the franchise sites so clinics can use these resources to engage directly with their patients and drive recurring traffic to their sites.

Recipes were moved to the franchise clinic sites as key lifestyle resource to share with prospective patients.

Homecare is a MaxLiving program that helps chiropractors deliver personalized at-home spinal exercises to their patients and are related to a company larger project. These were moved to the franchise clinic sites as a method of continued engagement with the local clinic to drip soft reminders to patients to schedule their in-office chiropractic appointments.

Before moving to high-fidelity designs, I established the brand identity for the app.

The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page
The image featured at the bottom of the about us page

Reflection

Teamwork makes the dream work

The website redesign project for MaxLiving and franchise websites exemplifies the power of collaboration between UX design and development teams to create impactful digital solutions (Marketing for UXUI design and copywriting, IT for QA testing, third-party firm for development).

By adopting a user-centric approach and prioritizing brand consistency, our team successfully addressed the challenges of outdated design, poor user experience, and brand inconsistency, delivering modern, user-friendly websites that reflect MaxLiving's commitment to holistic chiropractic care.

This project underscores the importance of investing in user experience to maximize the effectiveness of online platforms and connect with clients and franchisees effectively in today's digital landscape.