Aurora Medical

Aurora Medical, Canada’s leading medical cannabis brand, wanted to modernize their website and improve the user experience for their target audience, primarily veterans over age 50. The goal was a complete UX-driven overhaul that would make the site easier to navigate, address customer pain points, and support long-term growth.

I began by analyzing user personas, mapping customer journeys, and uncovering key challenges. This research informed a comprehensive 75 page UX strategy that guided content, design, navigation, and feature recommendations for the redesign.

Next, I designed over 70 wireframes and full-page mockups using the findings from the strategy phase. Highlights included segmented home page views for veterans and civilians, product block variations, a completely re-organized navigation, and new features such as a product recommendation quiz.

Copywriting was crafted to address user pain points and objections while staying aligned with Aurora’s brand voice. Feedback from both stakeholders and customers helped refine the designs for clarity, usability, and visual appeal.

The redesigned website launched successfully, maintaining user engagement despite a major shift in design, and received positive feedback for its improved usability and modern look.

Note: mockups include placeholder product imagery for illustrative purposes only.