eTrove Website Redesign

eTrove have an established branding to work with, but the current website is very information dense. At first glance, it’s difficult to know what eTrove offers. We got insight from our client Jeanette, co-founder of eTrove, who said their potential customers take a long time for the on-boarding process and the sign-up rate is only about 20%. She would like us to improve what they have.


project time

3 weeks


User Interview & Surveys
Understanding the tasks and motivations of the user group the project is designing for.
Domain Research​
Understanding the stats on specific industry the project is designing for.​
Competitive & Comparative Research​
Report that summarizes the competitive landscape. Performing an item by item comparison of two or more websites or apps to determine trends or patterns.
Affinity Diagramming​
Organize a large number of ideas, sorting them into groups based on their natural relationships, for review and analysis.
fictitious identity that reflects one of the user groups for who you are designing.
a visual sequence of events is used to capture a user’s interactions with a product.
A complete list of all the pages available on a website.
A rough guide for the layout of a website or app, done with pen and paper and with wireframing software.
Paper and Interactive Prototype
A rough guide for the layout of a website or app, giving an indication of the direction that the product is heading.
User Usability Testing​
A user sits in front of the website and have them perform tasks and think out loud while doing so.
Hi-fidelity Web Platform Design​
A prototype which is close to the final product, with lots of detail and a good indication of the final proposed aesthetics and functionality.
Interface Design​
Combines design and information development in order to develop and communicate a media message to a target audience.


eTrove have an established branding to work with, but the current website is very information dense. At first glance, it’s difficult to know what eTrove offers. We got insight from our client Jeanette, co-founder of eTrove, who said their potential customers take a long time for the on-boarding process and the sign-up rate is only about 20%. She would like us to improve what they have.

My Role

Working with my UX teammate to create a dynamic, fun and professional web interface that helps eTrove to have a streamlined, intuitive sales process and quick on-boarding process.

Research Phase

Ask the right questions

When I try to know the end users, I always want to find out their wants and needs. That’s what we did when we created our interview questions and surveys. We got a lot of feedbacks and found out what features they need for their practice and how they would use it. But from all the research insight we got stuck. We gathered valuable information for eTrove to create their product but couldn’t figure out how it would help us to build our product, which is a website promoting their existing product. After some head scratching, we realised we have been asking the wrong questions from the wrong point of view. The interview questions we should have asked is how we should sell the product to them and what makes them want to buy. The project is not creating the product – it’s creating a sale process.

Competitive & Comparative Research​​

Affinity Diagramming​​


Show not sell

Once we figured out the right path, we went deep into learning about users’ buying behaviours. We found out that users are sceptical of the product upon initial interaction with it. They would research, read reviews, and compare competitors before purchase. Depending on the cost of the product and service, the time spent on research would be different too. The user wants to see how the product/ service would benefit or solve their problems instead of telling them to buy the product. From that, we know we have to provide information that is important to the user. We created a page dedicated to eTrove’s features and focused on how each function can benefit the users. A page was created to show price plan options for different sizes of user’s clinic, and multiple resource pages to ensure their customers will be taken care off after they have invested in eTrove’s product.


When we were doing the first round of user research, we found different users have their own unique needs from eTrove depending on the size, service and location of their client. eTrove can create a brand new app with different customised features to solve their individual user’s’ needs. That’s what is unique about eTrove’s service. We realised the website could list all the features they provide but to some people, all that info can be overwhelming and not relevant to some people. That’s when we decided to implement an interactive product demo page on the website by finding out what the customer’s needs first then provide a solution for that problem.In this page, you can select the type of health service your clinic is offering and areas you want to improve on. Based on your selection, the page can generate and showcase features step by step breaking down how eTrove app can help your staff, patients and improve your clinic. In the end, it provides a short case study showing how the eTrove app has benefited a real-life clinic similar to yours. Currently, if someone wants to know how the app works, they have to call in, and eTrove staff prepare an info package based on their situation and send it over by email. By having the product demo page built right into their website, a client can learn about what eTrove do right away. We believe it will make the purchase on-boarding process much faster and easier for their customers.


Asha Patel

“I look for clarity and professionalism when I choose products for my clients”

Asha is a professional marketer for a medium sized, established dental clinic with multiple locations across BC. She has been with the company for less than 6 months, and has yet to learn the ins and outs of the business. She likes to stay in touch with friends from her hometown of Toronto, where the CEO also travels extensively. She relies on her cell phone heavily for connection and task management for work and leisure.


Marketing Coordinator



Finding the best and most efficient solutions to daily problems

Seeing the value in brands and products

Being a forerunner in her field


Excel at her new marketing job by finding the best and most up-to date solutions.

Help her clients flourish

Find information quickly and efficiently and pitch new ideas to the CEO, who is often not present at the office.


Not being able to find information she needs in a short and digestible manner.

The company she works for, though it has several locations, is not technologically advanced and has an outdated web presence.

Pitching ideas remotely to the CEO that are ‘too complicated’ to implement


Asha finds out about the eTrove site and sees the numbers. They look impressive, but she doesn’t fully understand the product.

Asha excitedly calls her CEO to tell him about how great eTrove could be for their business.

During the phone call, she quotes the numbers and some of the copy written on the site and asks him to visit it to take a look for himself.

During the call, The CEO still doesn’t understand what eTrove is about. While he contemplates, they find a seemingly easier, albeit less successful solution to scale their business.


Concept Stage

Design for the users

At the beginning of the project, we started off with heuristic testing to find out how user-friendly the current site is. We found most of the testers don’t know what the website is for or what eTrove does at first glance. The website is very information dense; the user flow is not very obvious, and there are multiple broken links. Testers had a difficult time finding the content we assigned them to look for. During the design phase, we wanted to make sure the website was user-friendly and straightforward. We took all the content available on the site and laid it out in sections. Using the knowledge we got from the users, we organised it in a way that fits in their user journey. At the same time, we recreated new taglines that would better resonate with the users emphasising how eTrove can benefit you instead of what eTrove can do. After multiple user testings and alterations, the new design more efficiently displays the kind of content users are interested and are likely to look for.

Paper Prototype & User Usability Testing​

medium fidelity prototype


During the three weeks project, we have learned a lot about users’ buying behaviour and how to break down content and reorganise it, to form an information content flow that can satisfy both our client and their users’ needs. Given the short project time, not only did we create a professional, informational and interactive balanced website but we also got the chance to put our user interface skill into the project.