UX Improvement on my website

Total Hair Restoration – Website UX/UI Redesign Brief

Project

Complete UX/UI refresh of TotalHairRestoration.ie



Background

Total Hair Restoration already has the correct information, services and content structure in place.

This project is not a rebrand and not a website rebuild.

The objective is to redesign the website experience so it feels significantly more premium, visually engaging and trustworthy while improving conversion to consultation bookings.

The current site feels too text-heavy and does not reflect the quality of the clinic experience.

The redesign should focus on improving usability, trust, visual hierarchy and overall perception.



Primary Objective

Increase consultation bookings.

Every design decision should support one action:

Book Consultation

Secondary objectives:

Increase trust and credibility
Improve perceived quality of the clinic
Improve engagement with before & after content
Improve mobile experience
Reduce user drop-off


Target Audience

Men aged 35–55 experiencing advanced hair loss.

Audience characteristics:

Research-driven
Looking for premium outcomes
Want natural-looking results
Seeking a medically credible provider
Often emotionally invested but cautious
Prefer professionalism over aggressive marketing
Will pay more for trust and quality


Brand Positioning

The website should feel:

Luxury
Premium
Trustworthy
Modern medical
Sophisticated
Masculine
Understated
The feeling should be:

“Private medical clinic”
not
“Cosmetic sales website”



Design Direction

Colour Palette

Move away from blue.

Preferred direction:

Black
Charcoal
White
Soft greys
Optional:

One subtle premium accent colour if needed.
Avoid:

Bright blue
Generic healthcare colours
Heavy gradients
Multiple accent colours


Visual Style

Create a website that feels:

High-end
Editorial
Clean
Spacious
Premium
Design principles:

Large imagery
Strong typography
Minimal visual noise
Generous whitespace
Clear hierarchy
High-end clinic aesthetic
Use:

Real clinic imagery
Real patients
Real doctors
Avoid:

Generic stock photography
Overdesigned UI
Excessive animation
Dense content blocks


UX Objectives

1. Reduce Text Density

Current challenge:
Too much copy and too little visual communication.

Required improvements:

Break information into digestible sections
Convert text into visual blocks where possible
Use cards, icons and structured layouts
Shorten visible copy
Improve readability
Users should understand key messages without reading extensively.



2. Increase Trust Immediately

Trust should be established within the first screen.

Prioritise:

Doctor credibility
Medical expertise
Before & after results
Testimonials
Real patient journeys
Clinic photography
Professional presentation
Trust should feel demonstrated rather than claimed.



3. Improve Conversion Journey

Booking a consultation should feel effortless.

Requirements:

Strong CTA visibility
Clear conversion path
Reduced friction
Mobile-first booking flow
Clear next steps after enquiry
Primary CTA throughout site:

Book Consultation

Reduce competing actions.



Homepage Structure Recommendation

1. Hero

Luxury imagery
Clear value proposition
Book Consultation CTA



2. Before & After Results

Immediate visual proof



3. Why Choose Total Hair Restoration

Short trust and credibility blocks



4. Meet The Medical Team

Credentials and human connection



5. How It Works

Simple visual patient journey



6. Reviews & Testimonials



7. Pricing / Finance



8. FAQ



9. Final Conversion Section

Book Consultation CTA



Navigation Review

Review and simplify navigation.

Goals:

Fewer decisions
Clear pathways
Better mobile usability
Reduced clutter


Mobile Experience

Mobile should be prioritised.

Requirements:

Sticky consultation CTA
Fast scanning
Simple forms
Easy thumb navigation


Deliverables Required

Full website UX redesign
UI refresh
Desktop and mobile designs
Figma handoff
Component system
Homepage + key internal pages
Recommendations for conversion improvements


Success Criteria

A successful redesign should make users feel:

“This feels premium.”

“These people are credible.”

“This feels like a high-end medical clinic.”

“I want to book a consultation.”