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Optimising a website for time-poor users

WaterWipes' healthcare professional site was slow, complicated to navigate and ineffective for the users. The time poor audience needed fast, authenticated information to help care for their patients.


To address the site's problems, I collaborated with the dev team to design site features that improved user experience. Taking the budget into consideration and maximising assets built for the consumer site – saving development time – I implemented new features that include:

  • Latest news homepage banner with 'learn more' button to drive visitors to new content.

  • Resources carousel that focuses on related content on article pages.

  • Article read times – essential for a time poor audience.

  • Article author names and dates – validating the information for the user.

  • Prominent newsletter sign up call to action.

Responsibilities: UI design, prototyping, client management

Tools used: Figma

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