While working as a medical assistant in the solo-practice of Dr. Frances Dalton, I took on a project to revamp and modernize her practice operations and branding image. I proposed and executed the project in response to business pressures (dramatic reductions in patient volume) and inefficiencies (appointment scheduling, patient forms) that I had observed.
Dr. Dalton's practice is unique in that patients receive a highly personalized, "boutique" experience - a large departure from the trend towards "big box", impersonal medicine. Patients gain this experience within a polished, eclectic, modern, and fun office environment and they receive care from a bright and funny physician who embraces modern tools like email and e-prescriptions.
These unique aspects of her practice were lost or even undermined in her online presence, forcing her to rely primarily on insurance provider directories for her new patient stream.
To remedy this, I rebuilt her website from the ground up, which included creating and processing new photography, designing a new practice logo, generating new copy, and consolidating disparate websites under one brand.
I also implemented several new tools and processes to streamline her practice operations. This included online self-scheduling, online patient intake forms, online bill payment, and email marketing. These tools have freed up hours of administrative time each week to focus on improving patient care while email marketing allows Dr. Dalton to better engage patients.
Aside from streamlined operations and happier patients, Dr. Dalton has also seen her monthly new patient volume nearly double, with a significant number of patients referencing her website and ease of scheduling as primary factors in their decision to see her over other doctors.
Motorcycle Wineries is an artisan wine company that curates and distributes unique and interesting wines from all over the world, in addition to producing small runs of private label wines and ciders.
The scope of the project included creating a new company logo, building a new Wordpress website, and creating new product labels and print/digital assets as required.
La Oaxaqueña is a small Oaxacan restaurant located in the Mission District of San Francisco - right around the corner from an old apartment. When I first moved to San Francisco after graduating from college, this restaurant became a very special spot. During that rite of passage first year out, feeling awkward and confused about my place in the world, maybe adrift, maybe a bit lonely, this place was my refuge. Every day after work, I would eat at La Oaxaqueña and read the paper. I loved being a regular and soon became friends with Harry, the owner of the restaurant, and a sort of surrogate father that would cook me dinner every day.
At the end of my first year in SF, I lost my job, and again La Oaxaqueña was there to catch me. With a lot of free time on my hands and an itch for something new, I decided I wanted to take a shot at web design.
Being the tech-obsessed city that SF is, I was always surprised that La Oaxaqueña didn't have a website, and had brought it up to Harry a few times. When I got the chance, I pitched the idea of building a website for him and after a bit of negotiation, I got my first client. Now I just needed to figure out how to build a website...
Since this was my first web design project and the requirements were quite simple, I decided to create the website using Yola - then a no-frills website builder. I soon learned the limitations of Yola when trying to create a menu, so taught myself HTML and CSS to achieve what I wanted to do (oh the joys of pushing divs!).
The best part of the project was the photography - Harry wanted photographs of everything on the menu. Over the course of a week, I would corral all the friends I could into La Oaxaqueña and I would order as many different items that we could reasonably eat. The kitchen would pass me a plate, I would photograph it, and then it would get passed on to a bunch of hungry 20-somethings. Great photos, comped food, zero waste, a meal with happy friends - what could be better?
I completed the project on schedule, Harry was overjoyed with his shiny new website, I was paid on time, and I came away with a lot of new skills. A first-time freelancers dream indeed.