Psychotherapy Practice Website Revamp

Timeline

Design Decisions

Below are the details about the main challenges and design decisions I made which led to the successful outcome of the project.

1

Challenge

How can we help potential clients to effectively gather the information they need in order to assess suitability of the psychotherapy practice?

Research Findings

The results from client surveys and client interviews both showed that the most important decision factor for choosing a psychotherapy practice is the expertise and specialisation of its therapists.

In fact, Google Analytics data and my observations from the usability test of the original website also showed that users often navigated to the "Our Teams" page upon landing on the Homepage, even though there were no explicit links to Our Teams page.

Results from usability testing on the original website also showed that participants had found it challenging to find information on therapists when they approached the site with a particular concern they require treatment for. During the process they would look at the Our Team page, then the individual therapists' pages, only to find there were no specific details on their areas of specialisation.

Other top decision factors for choosing a therapist included client reviews, and pricing.

Design Decisions

I proposed the following design changes to enable a more efficient navigation and information-gathering process for potential clients:

• Making hyperlinks to the "Our Teams" page more prominent from the Homepage

• Facilitate navigation from both "condition-led" and "target client group-led"  approaches

• Redesigned individual therapist's biography pages to make it easier to pick out information pertinent to assessing suitability of a therapist

• Add filters to the Our Teams page

Making hyperlinks to the "Our Teams" page more prominent from the Homepage

Two design changes were made to facilitate this:

1. Surfacing "Our Team" as a menu item

2. Adding an "Our Team" CTA button to the hero image of the Homepage

Facilitate navigation from both "condition-led" and "target client group-led"  approaches

• "Condition-led" Approach

This enables potential clients to search for therapists from the concerns they have as a starting point. This was done by surfacing the various conditions treated under the menu item "Concerns".

Upon selecting a concern, the user will reach the relevant page with details about that concern, including a panel of therapists who specialise in that condition. This allows the user to shortlist their therapist choice whilst learning about the treatment approach offered by the practice.

• Target Client Group-led approach

This enables potential clients to search for therapists based on the target client group they identify themselves with. This was done by changing the "Services" menu dropdown to a mega (desktop) / dropdown (mobile) menu showing services sub-categorised by target client groups.

This approach is reinforced by a redesign of the All Services page, whereby all the services are grouped by target client groups.

Redesigned individual therapist's biography pages to make it easier to pick out information pertinent to assessing suitability of a therapist

I made use of headings, containers, accordions to re-organise the individual therapists' pages to make important information stand out. Other resources such as feature video and publications were added to provide a more complete profile of the therapist.

Add filters to the Our Teams page

My recommendation was to merge the "Our Teams" and "Find Your Therapist" pages on the original website, since the former has the complete list of therapists but no filter, and the latter has the filters but incomplete list of therapists.

Unfortunately, this was not prioritised by the client has not implemented on the live site.

2

Challenge

How can we better showcase the Unique Selling Points (USP) of the Practice?

Research Findings

The results from client surveys and interviews both singled out expertise of its therapists and their ability to adopt a tailored approach to therapy, as the USP of the Practice.

Clients also pointed out the physical experience of the visit to the clinic sets it apart form its competitors.

Design Decisions

Since the Homepage is most common landing page of the website (supported by GA4 data), it was my main focus of redesign.

USPs of the practice are succinctly summarised under "Why Choose Us Therapy?" on the Homepage - the hyperlink to the Our Teams page allows users to view individual therapist profiles and the proof for their expertise and experiences.

Some data was added to lend creditability and social proof to the expertise and reputation of the practice - e.g. numberer of consultations performed, client satisfaction.

The creditability of the practice is further reinforced by the list of blog posts, podcasts and publications on various psychology topics created by the practice's own therapists. A testimonial section was proposed for the home page (middle of the page) but this was not implemented by the client.

A glimpse into the physical experience

In order to give potential clients a glimpse into the physical experience, a "What to Expect On Your First Appointment" video is added, which highlights the quiet surroundings of the clinic and the calming and bright interior of the clinic, and a snapshot of the typical experience when attending an appointment.

This can appeal to clients who prefer this type of ambience to the typically more closed and corporate environment commonly found in Singaporean psychotherapy clinics.

3

Challenge

How can we facilitate more online enquiry form submissions?

Research Findings

Potential clients typically submit online enquiry if they are interested in making an appointment. Therefore, anything that affects their decision to engage a therapist will impact the clicks for the online form. These factors are covered under Challenge 1 above.

Observation from usability testing also showed that clients did not like being "pushed" to make a booking or enquiry when they first arrived at a website.

Furthermore, usability testing of the old desktop menu and analytics showed that users largely overlooked the two CTA (Call to Action) buttons on the right, especially the one for "Find Your Therapist". This implied the CTA button was redundant and could be removed.

Design Decisions

Two changes I proposed:

• Increasing the number of CTA buttons for Enquiry/ Booking form that users will encounter during their user journey

• Making the CTA buttons for Enquiry/Booking form more prominent on the menu

Increasing the number of CTA buttons

The redesigned menu structure enables users to conduct their research by both "Condition-led" and "Target client group-led" approaches. Therefore the idea is to add more CTA buttons to access the Enquiry/Booking form throughout the user journeys, in particular, on each of the "Services" pages, "Concerns" pages and therapists pages.

Making the CTA buttons for Enquiry/Booking form more prominent on the menu

Given the "Find Your Therapist" button was largely overlooked based on analytics and user testing, and that users has no issue finding the "Our Team" page which is of similar nature, I made the decision to remove the CTA button from the menu.

The result is a cleaner menu bar, making the remaining CTA for the Enquiry/ Booking form stand out more.

For mobile, since the menu is only revealed upon tapping on the hamburger menu, I designed a sticky contact bar so users can easily find the CTA button for the Enquiry/ Booking form.