LaFace by
Laura Phan, MD

Product At A Glance

What is it for?

Dr. Phan is seeking a custom website redesign with a gallery of her patient transformations and reviews to optimize her business

Who is it for?

Urban working professional in healthcare or tech, both male and female

Business Goal

Create a modern, stylish, mobile-optimized website that reflects the new brand to build new leads

User Need

Patients can access the appropriate cosmetic information they need in order to take the next step and request a consultation

Capture the Growing Market for Facial Rejuvenation

Dr. Phan’s current brand identity is heavily focused on the medical and functional aspects of facial plastic surgery. While this has attracted patients with concerns requiring reconstructive procedures, it hasn’t effectively captured the growing market for cosmetic and non-surgical enhancements, particularly in the California Bay Area. This limits Dr. Phan’s ability to reach a wider audience seeking subtle improvements and a more youthful appearance.

Project Scope & Responsibilities

Dr. Laura Phan is an oculofacial plastic surgeon who completed an extremely selective fellowship in Ophthalmic Plastic and Reconstructive Surgery at Johns Hopkins University. Dr. Phan has recently changed office locations and is rebranding her business as LaFace by Laura Phan, MD. This new brand reflects a shift away from medical/functional cases and seeks to grow the cosmetic and nonsurgical side of Dr. Phan’s practice, particularly among patients on the Peninsula.

Project Overview

6 months

Lead Designer

Website Redesign

Timeline

Role

Tools

Project

Creative Phase

Moodboard

  • I started off with building a moodboard to help bridge the gap between describing the design aesthetic with words and visualizing it. This helps avoid misunderstandings between myself and the client, ensuring everyone is on the same page about the desired tone and feel of the website
  • By solidifying the color palette, fonts, imagery style, and overall mood, I have a clear direction to guide my decisions throughout the redesign.

Core Brand Attributes

  • Personality: Classic, Educational, Sophisticated, Luxurious

  • Voice/Tone: Educational, engaging, conversational

  • Visual Style: Old Hollywood with sans serif typography

  • Color Scheme: Warm, dark, sharp contrast; balance between dark and light with blush accents to tie in with the logo; charcoal, gold, white, and marble are all prominent in Dr. Phan’s office

  • Imagery: Real patient models; dynamic staff and doctor photos (not just headshots; shows them doing tasks); a mix of black & white and color with stylized cropping; sparing but elevated use of stock photography (avoiding anything too generic)

Design System

Final Designs

Immersing potential new Clients in the Golden Age of Cinema with a Captivating Website Design

I wanted the client to feel their user transported to the golden age of cinema with a website bathed in the rich glow of Old Hollywood.  Embracing a dark theme, the design captures the moody glamour and sophisticated intrigue that defined the era.  In a playful nod to a bygone era of silver screen entertainment, interactive elements take the form of vintage-style movie ticket buttons.  By clicking these unique buttons, it feels like stepping into a world of classic Hollywood charm, an overall welcoming experience that reflects the care they can expect during their visit.

Before & After Photos: Curator Drives Organic Traffic & Boosts New Patients by 15%

By adding our Curator feature, we’re not just showcasing our client’s gallery – we’re installing a magnet for organic traffic. Curator’s technology has rocketed to the top of Google image search results, driving nearly half of all “before and after” image views. But the impact goes beyond clicks – past clients using this Curator feature typically see their gallery page views double and new user acquisition jump by 15% within just 6 months. It’s a win-win for SEO and measurable practice growth for our client who is also in the middle of rebranding their practice.

Boost Conversions & Build Trust

Reputation Ally is integrated into this website redesign to take online reputation management to the next level.  This powerful tool streamlines the process of gathering glowing testimonials from satisfied customers. Reputation Ally simplifies the collection of first-party reviews, allowing businesses to effortlessly publish them directly to their website.  By showcasing positive feedback prominently, our client can build trust and credibility with potential clients, ultimately leading to a surge in website conversions and business growth.

High level learnings

Leading a website redesign provided valuable insights. Assuring the final product aligned with the client’s vision and target audience was paramount throughout the process. While she wasn’t sure where she wanted to go with the rebranding at the beginning, we were able to discover that she loved Old Hollywood and that she had a room decorated with Audrey Hepburn and Grace Kelly images. In order to create a user-friendly and functional website, collaboration with developers and the writer was essential. Furthermore, this experience demonstrated the power of user research - understanding target users’ needs led to more successful website design.

Thank you for watching

About

UI/UX DESIGNER

Lauren Stanton

Hi there! Starting my career in UI/UX Design has been such a rewarding experience for me because I enjoy problem-solving and creativity. I transitioned from being a flight attendant to a UX/UI Designer and as part of my journey, I have learned some front-end coding in order to bridge any potential gap between developers and designers. Visual design and content strategy have been my favorite subjects to study.

My interests aside from traveling include snowboarding, photography, reading, hiking, listening to music, and wine tasting. I am currently available for part-time work and am always happy to assist with innovative projects. If you'd like to contact me, I can be found on LinkedIn or via email.

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