Bella Benjamin Physical Therapy
Website research, user testing, and redesign for Bella Benjamin’s Physical Therapy clinic, creating a seamless, welcoming, and informative experience that reflects her expertise and compassionate care.
Client
Bella Benjamin, Pelvic Floor Therapist
Tools
Figma, Squarespace, Survey Monkey, Competitive Research, User Testing
Role
UX Researcher and Designer
Project Overview
Bella wanted a website that showcased her expertise, highlighted the benefits of private in-home care, and made it easy for potential clients to understand her services and book an appointment.
It was essential to ensure the site felt welcoming to all genders and age groups, balancing professionalism with warmth while ensuring the site was user-friendly, credible, and optimized for SEO.
Key Goals:
Clearly communicate Bella’s expertise and services
Improve site navigation and information hierarchy
Build trust through branding, testimonials, and clear pricing
Original Website
New Website
Final Website Results
Bella’s original website had strong content but needed a refreshed layout to better connect with her target audience. Squarespace’s template constraints made the design feel rigid, so I restructured the layout while maintaining usability. Through multiple iterations and user feedback, I refined the content flow, adjusted the design for better engagement, and tested variations to optimize the experience.
The result? A website that builds credibility, enhances usability, and improves SEO—perfectly tailored to Bella’s ideal clientele.
Want to see the full process? The sections below break down my UX approach with detailed screenshots and annotations.
The screenshots below are the TL;DR of the before-and-after changes. If you're interested in how specific research insights influenced each design decision, click here to jump to the before-and-after breakdown!
Before
After
UX Design Process
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1
Empathize
Explore the problem, and find out who your users are
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2
Define
Learn what the users want and need and how the problem affects them
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3
Ideate
Brainstorm solutions that make sense based on test findings
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4
Design
Create many designs based on the ideas from ideation
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5
Test
Test the prototypes and find the best solution.
1
Empathize
Explore the problem, and find out who your users are
I began by meeting with Bella to understand her goals and target audience.
Through research, I developed three primary user personas, discovered an untapped audience segment, and determined key differentiators for her private clinic, including personalized private care, enhanced accessibility, an inclusive environment for all clients, and insurance-free flexibility.
The primary user persona slides outline typical goals and needs while emphasizing the key website features that ensure potential clients see Bella Benjamin as the right physical therapist for them.
Key Takeaways from Personas
Patients seek specialized, patient-centered care that fits their lifestyle.
Convenience and flexibility are top priorities across personas.
Each group values expertise tailored to their specific needs, from performance-driven athletes to discreet geriatric care.
2
Define
Learn what the users want and need and how the problem affects them
After defining key personas, I conducted competitive analysis of similar clinics to identify market gaps and opportunities, examining their website structures, messaging, and user flows.
Researched best practices for private physical therapy clinics and UX design trends in the industry, taking notes on design elements that align with Bella’s brand and would enhance user experience.
Compiled industry research to identify best practices and design trends for private physical therapy clinics. Selected key elements that align with Bella’s brand and goals, then outlined recommendations for additional features and improvements for her website.
Then, to validate assumptions and gather direct user insights, I launched a SurveyMonkey study that:
Determined optimal content structure through quantitative data
Identified key factors in PT website selection
Gathered user preferences for booking and communication
Ranked content types by importance
Some of the survey results from a total of 9 questions given to users aged 25-65 highlighted pricing, service details, and patient testimonials as top priorities when choosing a PT provider, shaping key website design decisions.
Compiled SurveyMonkey Results organized into categorized chart with relevant recommendations alongside each data point for actionable insights.
Key Takeaways from Research
Core User Needs
Clear, transparent pricing and service details
Simple, jargon-free medical explanations
Strong credibility through testimonials and credentials
Primary Challenges
Complicated navigation discouraged potential clients
Hidden pricing created user uncertainty
Complex booking process reduced conversions
Strategic Solutions
Simplified website structure with upfront pricing
Prominent patient testimonials and provider credentials
Streamlined online booking with clear, accessible CTAs
3
Ideate
Brainstorm solutions that make sense based on test findings
With research-backed insights, I began brainstorming solutions and sketching wireframes.
Initial wireframes based on research and user testing with the highlighted recommendations
Bella’s branding designer provided concept images and logos, which I integrated into the site’s color palette and typography for consistency.
The concept and branding from Andrea De La Torre from @AndreaDiscovers to inspire the website
Design Solutions:
Clean, modern layout reflecting expertise & warmth.
Professional images and testimonials to build trust.
Clear CTAs for easy appointment booking.
4
Design
Create many designs based on the ideas from ideation
I developed multiple design options for key website sections, working within Squarespace template constraints to create a modern, professional solution that aligned precisely with our research insights.
Exploring various approaches to organize and present services through multiple brainstorming iterations
After developing these design options, I collaborated with UX designers and Bella Benjamin to:
Validate content and user flow
Ensure design aligned with clinic's offerings
Gather professional design insights
The resulting functional Squarespace prototype, refined through collaborative review, was prepared for user testing. Our goal was to obtain unbiased feedback from potential patients unfamiliar with Bella's practice or UX design principles.
Video of the comprehensive prototype that users interacted with to test key flows and provide feedback
Deliverables
Interactive Website Prototype – Fully functional, high-fidelity design with updated branding, colors, and copy.
Mobile-Responsive Design – Ensured seamless usability across all devices.
A/B Tested Layouts – Created and tested multiple design variations to optimize user experience.
Refined Information Architecture – Organized content based on user priorities for easier navigation.
Enhanced CTAs & Visuals – Strategically placed call-to-actions and inclusive imagery to improve engagement.
5
Test
Test the prototypes and find the best solution.
After implementing research-based changes, I conducted live usability tests with potential users to observe their navigation habits, pain points, and overall experience with the website. Participants were asked to complete key tasks, such as finding pricing, learning about services, and booking an appointment.
Standardized user testing questions to ensure a consistent, unbiased approach using open-ended questions to capture authentic feedback without leading responses.
Live user feedback captured real-time pain points, insights, and navigation struggles, highlighting key opportunities for improvement.
Compiled User Testing notes organized into categorized chart with relevant recommendations alongside each data point for actionable insights.
Key Takeaways from User Testing
Terminology Confusion – Terms like "manual therapy" and "nurture yourself" were unclear, leading some to assume Bella offered massage or wellness treatments.
Navigation & Content Gaps – Users struggled to find insurance details (expected in "About," not FAQs) and wanted a sticky header for easy booking access.
Trust & Credibility Gaps – The lack of testimonials and clinic photos made the site feel less established.
Booking & Contact Preferences – Users preferred online booking over calling a private number and wanted pre-appointment forms to save time.
Before & After Detailed
Below are the key enhancements made to the website based on research findings and feedback. The numbered annotations correspond to specific improvements implemented across the site.
Homepage
Before
After
Updated Main Heading – Replaced the generic "Physical Therapy" with a more engaging and branded tagline.
Refined CTA Button – Changed "Work with Me" to "Book Session Now" for clarity and a stronger action-driven message.
Adjusted Color Palette – Lightened colors to create a more professional and clinical feel.
Balanced Imagery – Removed overly feminine visuals to make the site more inclusive for all genders.
Streamlined Services Section – Combined information into bucketed categories for easier readability and navigation.
Removed Wellness Misconceptions – Eliminated wording and images that implied non-PT wellness treatments were available.
Clarified Value Proposition – Clearly communicated why choosing Bella, a cash-based PT, is beneficial over an insurance-based clinic.
Enhanced Clinic Visualization – Added more images of the clinic space to increase user comfort and familiarity.
Introduced FAQ Section – Made Bella appear approachable and open to answering potential client questions.
Added Patient Testimonials – Built trust by showcasing real success stories from previous clients.
Increased Booking CTAs – Placed more "Book Now" buttons throughout the site to improve conversion rates.
Services
Before
After
Reorganized Services Section – Grouped treatment offerings into clear categories to help users quickly understand their potential treatment options.
Renamed "Types of Treatment" to "Services" – Used more user-friendly language that aligns with common website terminology.
Displayed Transparent Pricing – Provided clear cost information upfront so users don’t have to search the booking site for pricing.
Added More CTA Buttons – Placed additional "Book Now" buttons throughout the site to make scheduling easier.
Expanded Service Visibility – Increased mentions of different services for better SEO and user awareness.
Created a Dynamic Services List – Designed a flexible section where Bella can easily add new services based on client inquiries.
Incorporated More Male Representation – Added more visuals of men to ensure the site feels inclusive.
Refreshed Color Palette – Lightened colors to create a warmer, more inviting clinic atmosphere.
About
Before
After
Added Professional Titles – Included PT, DPT, and OCS next to her name to establish credibility.
Improved Readability & Pacing – Cleaned up the text, added line breaks, and structured the copy for better flow.
Optimized Copy Alignment & Spacing – Adjusted text placement and increased margins for a more polished and balanced layout.
Refined Logo Presentation – Replaced logos with higher-quality, background-free versions to enhance professionalism.
Added a Professional Headshot – Included a clear, polished photo to personalize and elevate the page.
Repositioned in Site Hierarchy – Moved the About Me page after the Services page, as users typically want to understand available treatments before learning about the provider.
Contact Me
Before
After
Removed Large Image – Eliminated an image that was pushing important content below the fold.
Prioritized Contact Form – Moved the form higher up since it’s the main reason users visit this page.
Added a Relevant Image – Included a photo of Bella with a client to create a welcoming and professional first impression.
Protected Privacy – Hid her personal address but added a note explaining her privacy choice while still listing her general neighborhood.
Offered Multiple Contact Options – Added alternative ways to reach out (like email) based on user feedback that some don’t trust online forms.
FAQs
Before
After
Shortened the Header – Reduced header size to ensure more questions are visible above the fold.
Added Visuals of the Clinic – Included images of the space to build trust and familiarity for potential patients.
Expanded FAQ Section – Suggested additional questions based on user testing insights and common PT clinic FAQs.
Enhanced Readability – Lightened up the page to make text easier to read while keeping it consistent with branding.
Added Homepage Link – Included a button on the homepage to direct users here for quick access to common questions. (Not seen on this page)
Blog
Before
After
Prioritized FAQs Before Blogs – Kept FAQs first based on user feedback on content importance.
Aligned Images for Consistency – Moved blog images to the left to match design elements across other pages.
Updated Blog Metadata – Edited dates and added descriptions for clarity and engagement.
Enhanced Blog Content – Incorporated relevant images into each blog post to improve readability and visual appeal.
Refined Color Scheme – Lightened up the colors to align with branding guidelines and create a more inviting look.
"I had no idea what I was doing when I started building my website. Diliana’s extensive experience and knowledge made my vision come to life. I’ve received so much good feedback on how user friendly and professional my website is. "
— Dr. Bella Benjamin