Redesign a responsive website to attract more leads for the Journey to Wellness Counselling Centre
Redesigned the website, logo, & created a brand identity to improve brand resonance, user retention, the appointment-scheduling journey through research & iterative testing. Improved accessibility & content discoverability through curated content, brand guides, and information hierarchy. That resulted in creating a cohesive and impactful brand identity, that resonates with the clients and enhances the centre’s credibility. logo redesign, and website redesign, aligning their brand with their vision and values while effectively reaching their target audience.
15.3% Increase in website visits
16.6% increase in step completion rate
My roles
Branding Logo Design UX/UI Design
Platform
Web-based Squarespace
Tools
Figma Adobe Creative Suite
Timeline
3 weeks
Design Process
Onboarding
User Needs & Research
Branding
Prototyping
Onboarding
When Patricia and I first talked, she wasn't happy with the way her website looked. It was cluttered, inconsistent, and non-responsive, with no brand identity. In other words, it was giving amateur, and she was far from one.
Since branding is more than just a logo or a name, and it represents the reputation the counselling centre, & its services, understanding her vision was a crucial step in our journey. So, I dived deep to understand her unique story, mission, and values, as well as her target audience and competitors.
Collaborating with Patricia, we focused on unfolding the following question:
What inspired you to start your business?
How would you describe the personality of your brand?
Who are you trying to target with your products and brand purpose?
What do you want to achieve from this redesign?
How will you measure this projects’s success?
What do you like and not like about your current website? why?
What aspects of your website are working for you?
Check out the website when Patricia came to me:
Branding
In collaboration with Patricia, I created the brand identity to reflect her vision of a clean and organized space, mirroring the clarity and structure she brings to her clients' journeys toward mental well-being.
Design system
Creating a design system
Accessibile & inclusive content
Easily find information about the psychotherapists
Quick access to the schedules and contact information
Discoverability of different services, offerings, and prices
User needs
Delving deep into the psychotherapy world, I gathered relevant information and research finding, to uncover industry trends And user needs. Through this research, I was able to review 20+ unique user studies across the industry to determine what are the users needs, pain points, and frustrations. I explored the problem space and competitors projects to identify important questions and best practices in the psychotherapy landscape.
Accessibility was an important factor in my design choices. From colour contrast analysis, to fonts readability, icons familiarity, & the discoverability of the content, I designed an accessible website for the target demographic. For example, if a design pattern is found okay to use by young adults, you may still want to know if this finding will also be valid for older generations.
Same goes with considering the needs of neurotypical individuals & neurodivergent ones, individuals dealing with colourblindness, or any disability.
Key insights on user needs
Clear segmentation & tailored content
Accessibile & inclusive content
Easily find information about the psychotherapists
Quick access to the schedules and contact information
Discoverability of different services, offerings, and prices
Redesign choices:
Adding pictures for emotional connection
Replacing descriptions with clickable headlines
Keeping details for the Services page to avoid clutter in the Home page
Redesign
We've undergone a transformative journey, rejuvenating Journey to Wellness with a fresh website design, invigorating rebranding, and a refined logo, symbolizing peace, resilience, and empowerment.
Results
The rebranding and website redesign initiatives have yielded promising results for our counseling center. Clients are engaging more actively with our online resources and booking appointments with greater ease, indicating a positive shift in their experience. The refreshed brand identity has resonated well with our community, fostering a sense of trust and reliability among both existing and potential clients. With increased visibility and improved user experience, we've successfully positioned ourselves as a leading provider of mental health support in our area. These outcomes reflect our commitment to enhancing accessibility, fostering connection, and delivering quality care to those in need.
Going Forward...
The lessons I've learned are the most important part of the journey.
Lessons learned
I am emboldened by the transformative impact of research-driven design and committed to leveraging these principles to spearhead future initiatives aimed at fostering innovation, empowerment, and entrepreneurship on a global scale. This project was a rollercoaster ride of challenges and triumphs. But it taught me invaluable lessons about design, teamwork, and the entrepreneurial spirit. Moving forward, I'm pumped to keep pushing boundaries and making magic happen.
