CB
Embark Behavioral Health Homepage Project
Project Context
Role: UX Designer/Web Developer
Date: Ongoing
Project Status: Staged
Feature Team: Content Strategist (Varied)
I had been working with Embark since July of 2020, up to this point I had only been working on partner program platforms in order to get their websites up and running. This website was a minimal viable product when I was brought onboard to help with the redesign process. This website's goal is to be a one stop shop for all mental health needs, not just to find an appropriate program for an individual but to also serve as a platform with abundant resources and information regarding treatment.
Joining as the only UX Designer, I owned the entire design for this homepage as well as took the lead on the timeline to get this page launched. When I first began working on this project it was problematic with its minimal design, non-concise writing and no real visual hierarchy to lead or grab users attention. One of the first obstacles was editing down the content in addition to adding content that was crucial for users to see in an eye catching manner. I needed to provide a skim-able, user-friendly design.
Insights
#1 Vital information was missing from the homepage that is vital to users goal when visiting Embarks website.
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User research fell solely on me, through using HotJar I was able to look at various activities that our users took once landing on the page and the flow they had from there. I learned most users never made it to the bottom of the page or past the fold.
#2 Large blocks of text was often completely skipped over along with a majority of the CTA's on the page.
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Through Hotjar I was able to see that the majority of CTA's on this page were being passed over as they were difficult to see, and the primary section that attention wanted to be drawn to was often not even hovered over but simply skipped. This showed that there was not enough visual clarity.
User Stories
#1 As a parent I want to understand the programs at Embark so that I can find a treatment solution that fits my child.
#2 As a teen with mental illnesses I want to be able to be matched with a treatment program without having to speak with a representative.
Brainstorm Sessions
These sessions consisted of researching various competitor websites, sketching, word mapping and roughly designing various user flows. Sketching is the primary way that I like to brainstorm new designs.
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High Fidelity Prototype
Highlights
#1 Improved overall flow and visual hierarchy of page.
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I went through and really minimized the amount of content that was on this page and focused on what was being offered by Embark. I made sure to draw attention to the large points of this page in a way that a user can easily see what information is being given to them without having to read paragraphs of information.
#2 Made critical additions for the usability of the page. Designed with the user in mind.
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I added a section for How Embark Works, one of the main questions clients have when they stumble onto this website. They don't know the process and the previous CTA's only allowed them to call to get more information. Adding the process of an assessment and a how embark works section opens the door for the users to comfortably make the first steps towards treatment.
Impact
While the page is currently being tested it has shown that it is more effective with gaging the user and streamlining the process of getting new clients.