Comparative analysis

I chose style 2 as my framework going forward. My reasons are:
Strong, professional monochromatic color
Bold lines for easy visual hierarchy
Aircraft-derived font to inspire trust and evoke precision

Style tile option 1

Style tile option 2

I need to clarify all of the actions a user can take on this website, and establish a hirarchy. From my job story and comparative analysis, I established the four questions that a user would want answered.
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What services are being provided
Why is this clinic better than others
Who are the doctors and staff I will be trusting
Where and how do I get to the clinic 

All four questions are of a relatively equal hierarchy - I want to create a design that reflects their equal importance.

Flow chart showing all steps a user can take

I started to sketch eight different options for the home page in a design process known as Crazy Eights. I sketched wildly different ideas for a home page.
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I chose four that seemed divergent and interesting - I convert these to lo-fi mockups in the next section.

Four of the eight sketches from my lo-fi exercise

I needed a design that would address my goals of highlighting comparative strengths, easy booking, and clear information hierarchy. 
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With that in mind, I decided on an unconventional design choice, seen below. The design is a modal, tab-based block. The tabs represent four key questions a user might want answered. 

I repeat my four essential user questions from my user flow:
What services are being provided
Why is this clinic better than others
Who are the doctors and staff I will be trusting
Where and how do I get to the clinic 

Sketches

The homepage prominently displays a tab-based section. Click through for rejected sketches.

My tab-based modal is now brought into focus. The site is exceedingly simple - just the logo, a booking CTA, and the four tabs.

My challenge now presented is this: I will need to pay very close attention to scale, color, and information density.

All tabs

The homepage prominently displays a tab-based section. Click through for other tabs

I conducted user testing on the mid-fi screens. I learned three things from these tests:

1. The user wanted the clinic locations visible from any screen
2. Information should unfold in a vertical way - clicking an option will scroll down to a new modal
3. The tabs have been separated and behave more like radio buttons. This unifies the UI and offers visual separation of the different tasks.

Hi-fi screens

The Home Screen. All tabs are displayed in the link.

This was a test of innovative thinking for a low-traffic, small website. My goals were to achieve great information hirearchy, and give the website a clean, playful appearance.

I learned that a strong job story can deliver clear goals for a project.
I learned that having fun with design trends is great! I also learned that a trend is just a template - it was when I understood the needs of the stakeholder that I pared down the design, and used the strengths of the trend to build a clickable and intuitive interface.
I learned that sketching and design exercises open up the possibility of design. Contrasting my more radical sketches with my comparative analysis let me build an interesting design that relies on best practices.