PhD Orthodontics Website Redesign and User Behavior

CEP Proposal Presentation

Pei-Yun (Candice) Chuang

MS Digital Marketing, Cal Poly Pomona

2026-10-05

Overview

  • Business problem
  • Analytics objective
  • Why the website experience matters
  • Literature-based evaluation approaches
  • Proposed analysis
  • Reproducible example
  • Expected recommendations

Business Problem

PhD Orthodontics wants to strengthen its digital presence while supporting patient acquisition and expansion.

For prospective patients, the website is an important point in the journey from searching for information to requesting a consultation.

The website therefore needs to make important information easy to find and make the consultation process clear and convenient.

Analytics Objective

AO1: Website Redesign and User Behavior

Evaluate the PhD Orthodontics website and understand how users interact with its structure, page content, mobile experience, consultation calls-to-action, and consultation journey.

The analysis will identify barriers that may make it difficult for prospective patients to find information or request a consultation and translate the findings into practical website recommendations.

Why This Matters

User Experience

  • Clear navigation
  • Mobile usability
  • Easy-to-find treatment information
  • Visible consultation calls-to-action
  • Consistent location information

Business Outcomes

  • Reduce friction
  • Build trust
  • Support consultation inquiries
  • Improve the patient journey
  • Support San Gabriel and Chino Hills audiences

Literature-Based Approaches

  1. LIDA usability framework
    Supports structured evaluation of healthcare website usability and information quality.

  2. Cognitive walkthrough / task-based evaluation
    Examines whether users can complete important tasks such as finding treatment information or requesting a consultation.

  3. Web analytics and user behavior
    Connects website design with observable behavior such as page paths, engagement, and conversion actions.

  4. Online health information quality
    Emphasizes clear, trustworthy, understandable healthcare information.

Proposed Evaluation

Evaluation Area Example Question
Navigation Can a new visitor quickly find treatments and locations?
CTA visibility Is the consultation action easy to notice?
Mobile usability Is the experience clear and usable on a phone?
Trust Are doctor, review, insurance, and treatment details easy to find?
Location clarity Can users distinguish San Gabriel and Chino Hills information?
Consultation flow Are there unnecessary or confusing steps?

Reproducible Chart

The following uses illustrative scores only to demonstrate a reproducible R visualization. These are not client performance results.

library(ggplot2)

website_review <- data.frame(
  area = c("Navigation", "CTA Visibility", "Mobile Usability",
           "Trust Content", "Location Clarity", "Consultation Flow"),
  score = c(4, 3, 4, 3, 2, 3)
)

ggplot(website_review, aes(x = reorder(area, score), y = score)) +
  geom_col() +
  coord_flip() +
  labs(
    x = NULL,
    y = "Illustrative Score (1–5)",
    title = "Example of a Structured Website Review"
  ) +
  theme_minimal()

How the Chart Could Be Used

  • Populate the same structure with evidence from the actual website review.
  • Identify lower-scoring areas that may need redesign.
  • Connect findings to specific prospective-patient tasks.
  • Prioritize recommendations that reduce friction.
  • Compare usability findings with behavioral evidence when analytics data are available.

Proposed Method

  1. Define important prospective-patient tasks.
  2. Review desktop and mobile experiences.
  3. Evaluate navigation, content, CTA placement, trust elements, locations, and consultation flow.
  4. Record barriers consistently.
  5. Compare observations with available behavioral evidence.
  6. Prioritize recommendations by user impact and implementation feasibility.

Expected Recommendations

Potential recommendation areas include:

  • clearer consultation CTA placement and wording;
  • simpler information architecture;
  • stronger mobile consistency;
  • more visible trust signals;
  • clearer San Gabriel / Chino Hills location paths;
  • fewer interruptions in the consultation process.

Analysis Principle

Goal

The goal is not to redesign the website based on personal preference.

The goal is to use structured evidence to recommend changes that make the patient journey easier and support consultation inquiries.

Key Takeaway

A strong orthodontic website should help a prospective patient move naturally through this journey:

Need → Information → Trust → Consultation

AO1 will evaluate where that journey works well and where website improvements may reduce friction.

References

The presentation is based on the literature reviewed for AO1, including research on:

  • LIDA usability evaluation
  • cognitive walkthrough and task-based usability
  • web analytics and user behavior
  • online health information quality and credibility

Client context: PhD Orthodontics website.

Appendix

  • Published Revealjs Presentation: Add the Quarto Pub URL here after publishing.
  • Project/Repository Link: Add a repository link if the source files are published.