Conclusions & Future Development
Challenges Encountered
Future Development
The Problem
Dr. Benzick wanted to rebrand his practice and specialize in ADHD and mood disorders rather than the generalized practice he had previously. He needed users to easily access a large amount of textual data without overwhelming them. Through user research, I found that his patients chose Dr. Benzick over other psychiatrists with the same specialty because of his approachable and laid-back character as a person and his unique holistic approach to psychiatry.
The Solution
This project was more than just a new website or ad campaign. Rebranding meant taking a deep dive into what the business owner wanted to achieve, who he was as an individual and as a psychiatrist, and working to ensure consistency and scalability of all design decisions. It also meant developing a design system that could become a living document and facilitate brand consistency moving forward.
The brand kit included:
Documenting brand voice (Laid back, Competent, and Hopeful)
Design system
Brand color palette and use cases compliant with WCAG 2.0
Typography and use case documentation
Logo and wordmark for dark and light modes
Image guidelines
Iconography
Reusable, responsive components built on atomic design
Social media assets for Facebook and Instagram
New website built on Responsive Web Design (RWD) with CSS grids with defined tablet and mobile breakpoints
Blog set up and templates with appropriate information architecture and SEO.
SEO and UX copy used in tandem
The Impact
The new website reduced the time it took for a new client to discover and book their first appointment by 2 minutes and resulted in 400 new unique visitors within the first 2 weeks of launch. User feedback demonstrates an improved sense of the provider's relatability and competency from the old site, and 86% of users reported higher confidence in the provider's up to date medical knowledge.
Project Context
Discovery
Competitive Analysis
Because I was very familiar with this provider and his approach, I spent some time looking through his competitors' websites focusing primarily on local providers who would be his direct competition. I also looked at several medical providers who might share clients with Dr. Benzick. What I learned is that most of them had similar amounts of text, but most of the successful clinics had developed a more inviting interface, and most had utilized iconography throughout their website to highlight important information such as contact information.
User Personas
It was very important also to consider the users (patients) themselves. While my ability to speak with actual patients was impossible due to HIPAA restrictions, I was able to utilize my prior knowledge from the mental health field and information from the provider to construct user personas for primary and edge cases to help me connect with their needs.
Planning
Ideation
Information Architecture
I conducted a card sort with information from the existing website and realized that most of the information fell into 1 of 5 categories
Provider information
Medication policies and approaches
Non-medicated techniques
Billing and Insurance
Scheduling
User Journey
In order to create the website, I needed to examine how the user would travel through the site from first discovery to the point of either referring or calling to make their first appointment. I created user flow diagrams and eventually a wireflow. I went through 7 iterations of the journey, but decided to put a brief description of each category on the homepage and link to a page containing a larger amount of relevant information.
Wireframing
I produced low fidelity wireframes and used them to test my design for usability through guerrilla user testing.
