Gro Clinics
Re-imagining the Gro Brand - Australia's Biggest Hair Transplant Company
Gro Clinics Case Study
Project Overview:
Redesign of a lead generation and e-commerce website for Australia’s LeadingHair Transplant Provider – Gro Clinics to improve brand presence, modernize user experience, and increase conversion rates.
My Role:
Lead UX/UI Designer and Front-End Developer, responsible for research, wireframing, prototyping, design, and development.
Problem Statement:
The existing Gro Clinics website was outdated and confusing, with a cluttered interface that made it difficult for users to find essential information quickly. The lack of clear CTAs and a defined lead pipeline led to a lower conversion rate and a longer sales process, hampering the site’s effectivenessin generating new business. The challenge was to create a modern, user-friendly design that would enhance the brand’s presence, streamline user navigation, and boost lead generation while adhering to AHPRA’s regulatory guidelines.
The Process:
1. User Research: Analyzed site analytics to identify pain points. Pinpointed target demographics and created user personas.
2. SEO: Collaborated with specialists to ensure the website was designed for effective Search Engine Optimization.
3. Wireframing: Created low-fidelity wireframes.
4. Design Systems: Developed a cohesive design system, including typography, color schemes, and interactive elements.
5. Prototyping: Created high-fidelity prototypes.
6. Development: Implemented the front-end using HTML, CSS, and JavaScript, ensuring responsiveness across devices.
7. User Testing: Tracked session replays, heatmaps, and conversion funnels to understand user activity and continuously optimize the site.
Results:
The redesign of Gro’s website received positive feedback from both users and employees for its easier navigation and modern, visually appealing design. By providing clearer access to essential information, stronger CTAs, and distinct forms for different customer types, the site established a more defined lead pipeline, ultimately saving time in the sales process. Gro Clinics was highly pleased with the outcome, with the website now regarded as the best in the industry—so much so that competitors appear to be drawing inspiration from it. Clients consistently praise the strong and impactful branding, which maximizes marketing potential within AHPRA’s regulatory limitations.