Greencross
OVERVIEW
My primary responsibilities at Greencross involved applying digital design expertise to enhance the user experience and drive business growth across various digital platforms. I focused on creating intuitive and visually engaging interfaces that optimized conversion paths and boosted lead generation.
A key project included the web optimisation of the Greencross Vets' Healthy Pets Plus page. This involved a complete refresh of the homepage, introducing intuitive new UI and visual design elements to significantly improve user flow and ultimately increase lead generation. I collaborated closely with stakeholders, such as the Greencross Vets marketing and the Digital team, to align visual UI design updates with strategic goals.
01
Visual Hierarchy and Information Architecture
For the Greencross Vets' Healthy Pets Plus homepage, a core focus was re-establishing a clear visual hierarchy and intuitive information architecture to guide users directly towards conversion. I redesigned the page layout, employing strategic use of white space, contrasting typography, and prominent call-to-action button placements to draw the eye to key value propositions and member joining options.
By positioning the 3 plans in prime viewing areas (e.g. above the fold), I ensured users could quickly grasp the plan's types, benefits and joining steps, directly translating into a more efficient journey from initial page visit to lead generation.
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02
Intuitive Iconography and design systems
A significant enhancement to the Healthy Pets Plus homepage involved not just crafting intuitive iconography, but also integrating it within a more robust design system. I developed a bespoke set of vector icons that clearly and concisely represented the different plans based on the pet's age, ensuring immediate comprehension.
These icons were designed to align seamlessly with the established Greencross brand identity while adding visual appeal and professionalism. Crucially, the creation of these icons contributed to a broader design system, establishing consistent visual language, usage guidelines, and scalable assets. This systematic approach ensured that all visual elements, including typography and colour palettes, maintained uniformity across the page fostering brand recognition and user familiarity.
03
Responsive UI and Accessibility Considerations
Ensuring the Healthy Pets Plus homepage delivered a consistent and positive user experience across all devices was paramount, leading to a strong emphasis on responsive UI and accessibility considerations. I implemented a mobile-first design approach, meticulously optimizing the layout, typography, and interactive elements to ensure seamless usability on smaller screens, including appropriately sized touch targets for buttons and legible text.
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