One of the major insights from this project was the importance of a simplified user journey. Many users seeking healthcare services need quick access to essential information, so improving service discoverability and reducing cognitive load were key priorities. By optimizing the booking process, I helped reduce drop-offs by designing a clear, step-by-step appointment journey that instilled user confidence.On the branding side, I focused on developing a comprehensive brand guideline that ensures visual consistency across all touchpoints. This included refining the color palette, typography, iconography, and tone of voice, creating a modern and approachable feel that aligns with GHEA’s mission. By integrating these branding principles into the website and marketing materials, the new identity strengthened brand recognition and credibility while supporting a seamless digital experience.This project successfully elevated GHEA’s online presence, improved user engagement, and reinforced the brand as a trusted healthcare provider.