Landing page re-design goals
- Visit 13 treatment centers around the U.S. to interview users and staff members, create personas, and perform user testing.
- Create a personalized experience for each treatment center page
- Increase qualified calls and admits for each treatment centers
Before I was able to visit each facility, I had to design a landing page that could be used across all facilities in order to support our PPC efforts and increase conversions immediately. I hosted user testing sessions with lo-fi and hi-fi versions of the site in order to get to a place where the site felt inviting and trustworthy for the addicts and their loved ones.
I visited each facility and interviewed staff members, clients, and alumni as well as observe the culture and client experience in order to understand each facility's value proposition. Based on this qualitative data, I created a client persona and a brand snapshot for each location.
Below is the brand snapshot for Promises, this document was shared within our internal teams including SEO, PPC, Social, and Email departments in order to align strategy. This document was also shared with Elements and their internal teams.