Website Redesign & Brand Refresh

The Florida Academy of Cosmetic Dentistry requested a new website design with better usability. Their goal is to gain more members with this update.

After reviewing their current website design, I noted these main changes.

• Usability: there were a few areas with usability issues. The directory lacked a filter function, and it wasn't organized alphabetically which made it difficult for users to utilize. There was a breadcrumb nav in addition to the main nav. This breadcrumb nav (while useful in large websites) creates confusion here instead of clarity.
• Content: the content itself wasn't organized well and lead to high cognitive load. There was a strong lack of leading language, as well and too much information not organized properly.
• They are trying to sell a membership that boasts about networking, but their website lacked a gallery of events or images showing members doing just that.

The changes I made: 

• I created a directory that had the practices logo and location clearly represented within individual cards. The directory is alphabetical, and there is a search bar that allows users to search by zip code, practice name, and dentists name.
• I reorganized content and created appropriate call to actions to help guide users through one of three main journeys on this website.
• They had a ton of beautiful images of their events, I placed them all throughout the site to really showcase their courses and events to potential members.

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