Problem
Visitors didn’t know if they needed a test, what the first visit involved, or whether booking meant committing to buy a device.
CASE STUDY / 01
SONOVIT
A clearer, more trustworthy hearing-care experience for patients and the family members deciding with them.
Sonovit is a family-owned hearing clinic in Guadalajara and Zacatecas. I redesigned its website so uncertain visitors can understand the process and book an evaluation — without feeling sold to.
hover a screen — it scrolls
01 / THE CHALLENGE
The website said “we sell hearing aids.” The business does much more.
Sonovit depended on referrals, WhatsApp chats and staff explanations for information the website should have carried. And the fear of being pressured into a purchase kept many visitors from taking the first step.
Goal
Reduce anxiety, explain the care process, build credibility, and guide users to book an evaluation with minimal friction.
Solution
A five-page website that reframes the first step as an evaluation — not a purchase — designed to convert research into qualified appointments.
02 / THE USER
Laura — the family decision-maker
42 · Working professional
Guadalajara, MX · researches on her phone
Guadalajara, MX · researches on her phone
“I want to know if my dad really needs hearing aids — and feel confident someone will explain the options before we buy anything.”
Goals
- Understand the first step for her father
- Find a clinic she can trust
- Schedule an evaluation without pressure
- Explain the process to her family
Frustrations
- Fear of high or hidden costs
- Technical medical terminology
- Sales-driven, outdated websites
- No clear next step anywhere
About
- Her father resists the idea of hearing loss
- Coordinates his care and transportation
- Prefers WhatsApp to ask questions first
- Compares several clinics before acting
The key finding: the person researching is often not the patient — the site speaks to the person losing hearing and the relative helping them decide.
03 / KEY INSIGHTS
The real barrier wasn’t information. It was confidence.
Stakeholder interviews, recurring WhatsApp and phone inquiries, and a five-competitor audit all pointed the same way.
The researcher isn’t the patient
Family members start the search after noticing louder TVs and skipped gatherings — copy had to give caregivers a starting point too.
Nobody knows the first step
Buy a device? See a doctor? Take a test? A product-first website confirms the fear that the clinic just wants to sell.
Trust is evidence, not polish
Real addresses, hours and recognizable brands build more trust than any “trusted care” tagline.
WhatsApp is the trust channel
It lets people ask questions before committing. It converts — but it can’t be the only door in.
How might we…
- help caregivers recognize the right first step without self-diagnosing online?
- build trust before asking anyone to book?
- make contacting the clinic feel low-risk and free of sales pressure?
04 / INFORMATION ARCHITECTURE
Five pages, organized by intent — not by industry terms.
I restructured the site around the visitor’s five real questions and kept navigation deliberately shallow — older users shouldn’t need audiology vocabulary to find their way.
Home
Value proposition, key services, trust signals, next step
Services
Care explained as evaluation, fitting, support — not a catalogue
Locations
Guadalajara & Zacatecas compared: address, hours, map, contact
Contact
Structured form + WhatsApp + phone, by preference
About us
History, team and values — a care provider, not a retailer
Trade-off: a shallow structure is easier to navigate but gives up dedicated service pages for SEO. I chose clarity first; landing pages can follow search demand later.
05 / CORE FLOW
From worried search to booked evaluation.
Primary flow
Home→
Understand services→
Check trust signals→
Pick a branch→
WhatsApp / phone / form→
Confirmed evaluation
Two speeds, one flow: high-intent users jump straight to contact from anywhere; uncertain visitors build confidence step by step.
06 / TESTING & ITERATION
Testing changed the CTA, not just the layout.
I tested the core tasks — understand the offer, find a branch, schedule an evaluation, contact by preferred channel — and iterated on what actually blocked people.
What changed
- Main CTA shifted from choosing a service to scheduling an evaluation
- Made clear the first visit is evaluative — not a purchase commitment
- WhatsApp made consistently visible for users who look for it first
- Branch info moved from the footer to a dedicated locations page
- Replaced repeated card rows with distinct layouts per content type
Why
Users scanned headings and skipped dense paragraphs — and some hesitated to book, fearing a sales conversation. Every iteration lowered perceived risk or made the next step more obvious.
Hover a screen to scroll it
Before — low-fidelity
→
After — high-fidelity
07 / FINAL SOLUTION
From digital brochure to a tool for a difficult family decision.
A five-page responsive website that guides users from concern to a confirmed evaluation — warm but credible, with blue, coral and real photography instead of a cold clinical interface. Concise summaries first, detail on demand, plain language throughout.
hover a screen — it scrolls
Responsive — where the first search happens
Most first searches happen on a phone. The shallow navigation becomes a full-screen menu where the three contact actions — book, call, WhatsApp — are one tap away.
Evaluation-first path
Diagnosis is separated from product selection — the site always proposes a low-risk first step.
Trust across the journey
Brands, addresses, hours and a predictable process are distributed at every decision point, not parked in one “Why us” section.
Contact by preference
WhatsApp, phone and form coexist — visible without giving every channel identical priority.
Designed for older users
High contrast, short sections, visible buttons, large targets, no color-only meaning — accessibility as a core requirement.
08 / KEY DECISIONS & TRADE-OFFS
Four calls that shaped the experience.
Every decision traded something the business wanted for something the user needed.
Lead with connection, not the product
The homepage opens with the human outcome — hearing better, staying part of the conversation — because caregivers respond to behavioral change, not device specs.
Trade-off — the commercially important product offer sits one level deeper, inside Services.
Position the evaluation as step one
Uncertain users are directed to a consultation, not a catalogue. It reduces perceived risk and is designed to produce better-qualified appointments.
Trade-off — fewer direct product inquiries in exchange for appointments that actually convert.
WhatsApp prominent — but never alone
High-intent users look for WhatsApp before reading anything. It’s persistent across the site, with phone and form as real alternatives.
Trade-off — a persistent contact action risks feeling commercial, so its visual weight stays deliberately controlled.
Vary layouts, keep the system
Early concepts were rows of identical cards — consistent but generic. Distinct compositions now signal content type: services, steps, evidence, locations.
Trade-off — richer layouts are harder to keep consistent, so spacing, type, buttons and color are locked system-wide.
09 / REFLECTION
What I learned.
The real product wasn’t a website — it was confidence, designed for the moment a family makes a hard decision.
The problem was uncertainty
My first instinct was to reorganize services. Research showed users first needed reassurance they were taking the right step.
Healthcare can’t open with product
Leading with hearing aids matched the business model — but not the user’s mental model. Understanding comes before shopping.
Consistency ≠ repetition
Tokens can stay fixed while layouts vary by information type. Repeating one card pattern made the site consistent — and forgettable.
Trust is operational
Addresses, hours, a predictable process and realistic expectations build more trust than decorative "trusted care" messaging ever could.
At launch, I’d measure
- appointment form completion + WhatsApp and phone click-through
- attendance rate of website-generated appointments
- basic questions staff still answer manually — the number should drop
10 / CONTACT