Behind the redesign
Your one stop shop for holistic health
Inside Out Health is a local wellness hub hoping to gain national audience. Offering expert nutritional advice, recipes, and health services online. But while the content was valuable, the experience wasn’t. Users struggled with confusing navigation, scattered information, and low accessibility. This redesign uncovered key usability issues and transformed the site into a clear, engaging, and trustworthy platform.
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Emphatise (Outcomes/Assumptions/Hypothesis)
Design / Build
Design /Build
Test & Learn
Test & Learn
Create an MVP
Before beginning the redesign, I first mapped out the website into six main sections to understand its structure and how users were meant to interact with it. These areas provided valuable services, but in practice they often felt disconnected and difficult to navigate:
The context of use
The website serves a range of users, but two primary groups shaped the focus of this project.
Information seekers
Health conscious individuals
These users are proactive about their wellbeing. They come to the site looking for health and nutrition advice, supplements, and lifestyle tips. For them, clarity and trust in the information presented is essential.
Users with prescription
People with Health problems
These users often need to purchase prescribed supplements or medications recommended by a professional. For them, easy navigation, reliable product details, and a seamless shopping experience are critical.
UX Audit
Using Jacob Nelson Heuristic guidelines
I began with a heuristic evaluation to quickly spot usability issues across the site. Using Nielsen’s 10 guidelines, I uncovered problems with navigation, consistency, and accessibility. This audit not only revealed where users struggled most, but also helped define the project scope and gave me a clear foundation for design decisions and further testing.
Formative Usability Testing
Testing the First Experience
To validate my audit findings, I ran a formative usability study with five participants. Using task scenarios, severity ratings, SUS questionnaires, and short interviews, I observed how real users interacted with the site and where they got stuck.
Together, these methods painted a clear picture: the site was hard to use, frustrating to navigate, and far below acceptable usability standards. The findings confirmed the scope of the redesign and gave me a strong benchmark for improvement.
Turning Ideas into Designs
Personas were developed from user research and existing user types, giving me a clear understanding of user needs, goals, and frustrations. By referring back to them throughout the design process, I was able to empathise with users and make design decisions that directly addressed their requirements.
Brainstorming
To spark ideas for the redesign, I began by framing How Might We (HMW) questions, which helped turn user frustrations into opportunities. Through Crazy 8s sketching, I generated a wide range of quick concepts, pushing beyond obvious solutions. Finally, I used mind-mapping to connect and refine these ideas, which led to clear feature directions that aligned closely with user needs.
Information Architecture
From Complexity to Clarity
One of the biggest challenges uncovered in testing was the site’s confusing navigation. Key information was buried under unclear labels, features were scattered across multiple sections, and users struggled to predict where to find what they needed.
Old Information Architecture
To fix this, I restructured the information architecture, focusing on grouping related content, simplifying the hierarchy, and using plain, everyday language that made sense to the average user.
Improved Information Architecture
The new structure reduced clutter and made the site more intuitive. Services, recipes, and health resources were grouped logically, headers were renamed in clear terms, and redundant pages were removed. Together, these changes laid the foundation for a navigation system that was both simpler and easier to trust.
Wireframes & Sketching
From Rough Ideas to Structured Layouts
To bring early concepts to life, I started with quick sketches, exploring different ways users could move through the site. This low-stakes approach allowed me to test ideas rapidly and focus on structure over visuals.
From there, I translated the best directions into low-fidelity wireframes, mapping out content placement, navigation patterns, and user flows. These wireframes served as a blueprint for testing usability before investing in high-fidelity des
This process helped me validate hierarchy and navigation early while keeping the design flexible. By testing structure at this stage, I was able to refine layouts quickly and ensure the final designs addressed user needs without unnecessary rework.
Brand Identity
Creating a Fresh Visual Language
New logo and identity
The logo began as quick sketches exploring how to capture the brand’s values of health, trust, and accessibility. Through iteration and feedback, it evolved into a mark that clearly communicates Inside Out Health’s purpose and gives the brand a more professional, memorable identity.
New Brand Colors
To support the new identity, I developed a colour palette inspired by themes of wellness and balance. The chosen colours provide enough contrast for accessibility while giving the site a modern, approachable feel that aligns with the brand’s mission.
Clear navigation
Making the Site Easy to Explore
Navigation was one of the biggest pain points uncovered in testing, users couldn’t find key features, menus felt cluttered, and labels were hard to understand. I simplified the structure by grouping related items, removing redundancies, and using plain, everyday language for headers. This made the site easier to explore and gave users confidence in where to go next.
Old Design
New Design
Old Design
New Design
Alongside the main navigation, I also restructured the to act as a reliable anchor for users. It now provides quick access to essentials like contact options, policies, opening times, and the newsletter, while also reinforcing Inside Out Health’s mission as a “holistic hub for nutrition and wellness.” The addition of a map link makes it easy for users to locate the store, improving both usability and trust.
Learning from Users and Experts
Summative test
Usability study
Summative testing showed a clear leap in performance: all five key user tasks were completed quickly and with low difficulty ratings. This highlighted major improvements in navigation, usability, and overall experience, confirming that the redesign solved the pain points uncovered earlier.
SUS-System Usability scale
The SUS test returned a score of 80%, well above the usability threshold of 68. This places the redesigned site in the “acceptable” range, not yet perfect, but a strong improvement from the original score of 26%, demonstrating the impact of the redesign.
Expert Review
Heuristic Evaluation
by an Experienced Mentor
After completing the redesign, I asked an experienced UX mentor (PhD in HCI) to review the site using Jakob Nielsen’s 10 usability heuristics. Their feedback confirmed that the new design achieved better consistency, clearer navigation, stronger error prevention, and improved accessibility compared to the original site. This external evaluation not only validated my design decisions but also highlighted areas for future refinement.
Final Note
