INTRO
Life Saving First Aid is a leading provider of CPR and first aid training in Victoria.
I worked with Life Saving First Aid founders Daniel Petrovski and Natasha Petrovska to build the brand from the ground up. The goal was to create a brand that was different from its competitors and had the right balance between being educational, positive and empowering.
Contributions
- UX/UI and web development
- Design system
- Brand and identity design
- Marketing collateral
- Social media creatives
- Design system
- Brand and identity design
- Marketing collateral
- Social media creatives
THE CHALLENGE
The first aid training niche is popular in Australia, with plenty of well-established brands. However, a poorly designed website and lack of recognisable branding hurt the business. Instead of giving customers confidence and establishing trust, their website created doubts and uncertainty about the company. The team was small, so I had to take on multiple responsibilities outside of UX design.
BEFORE REDESIGN
- Significantly high loading time
- Buttons were leading to missing and broken pages
- Too many colours, illustrations and typography styles
- Confusing site navigation
- Lack of brand awareness
- Significantly high loading time
- Buttons were leading to missing and broken pages
- Too many colours, illustrations and typography styles
- Confusing site navigation
- Lack of brand awareness
PREVIOUS WEBSITE DESKTOP AND INNER PAGE
THE APPROACH
Research Methods
Customer interviews, Market research analysis, prototype testing, A/B testing and Information Architecture.
Customer interviews, Market research analysis, prototype testing, A/B testing and Information Architecture.
Giving focus to what matters to users.
Some major pain points came from not finding critical information quickly. Most users complete a First Aid course to meet work or university requirements. I learnt that users care about flexible days and times, price, and nationally recognised certificates.
Some major pain points came from not finding critical information quickly. Most users complete a First Aid course to meet work or university requirements. I learnt that users care about flexible days and times, price, and nationally recognised certificates.
Gathering Information, references and mood board.
I understood the website's purpose, primary goals, and target audience in this step. I also created a mood board with references that helped me to sell the plan to Daniel and Natasha without wireframing or designing.
I understood the website's purpose, primary goals, and target audience in this step. I also created a mood board with references that helped me to sell the plan to Daniel and Natasha without wireframing or designing.
Sitemap, wireframes and prototypes
I created a sitemap to understand the current site flow and judge how easy it was for the end-user to go from the home page to the final booking step. I created wireframes to organise the information on every page and started building some early designs.
I created a sitemap to understand the current site flow and judge how easy it was for the end-user to go from the home page to the final booking step. I created wireframes to organise the information on every page and started building some early designs.
WIREFRAMES
SITEMAP
FINAL RESULTS
I developed a design system in Figma to keep everything consistent. After the high-fidelity prototypes were approved, I built the website using WordPress and Elementor
REDESIGNED WEBSITE DESKTOP AND MOBILE VIEW
INNER PAGES
GRIDS
STYLE GUIDE
COLOR SYSTEM
LOGO
BRANDING
CONCLUSION
The new website, brand and identity have been well received by the customers. The call centre demand has decreased by 10%, but sales have been steadily increasing. Social media channels are driving new visitors to the website and blog and turning some into customers. The brand will be opening two new locations soon.
Today, Life Saving First Aid stands out from the crowd by focusing heavily on design.
LEARNINGS
One of the main challenges was the lack of resources and time. There were not enough people to perform all the needed tasks, so I had to wear many hats to make things happen. With this, I have learned more about the development process, SEO, social media management and Google Ads. Seeing how the company grows and integrates design in other business areas has been rewarding.
