ELEMENTS REDESIGN

Left-Original Landing Page     Right-Redesign

 
 

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

 

 

PHASE ONE

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.

 
Persona for Malibu Location

Persona for Malibu 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.

Brand Snapshot-Defines the core purpose, the personality, the relationship with users, the image, the culture and the values of the brand. This is designed based on user and client interviews.

Brand Snapshot-Defines the core purpose, the personality, the relationship with users, the image, the culture and the values of the brand. This is designed based on user and client interviews.

Competitive Comparative Analysis - Thorough analysis of competitors focused on features, usability, and best practices.

Competitive Comparative Analysis - Thorough analysis of competitors focused on features, usability, and best practices.

Card Sort Features Activity With Clients

Card Sort Features Activity With Clients

White Board Sketches

White Board Sketches

Lo-Fi Wireframes

Lo-Fi Wireframes

User Interviews & Task Analysis - Contextual inquiry and interviews with current user base to uncover pain points and understand needs

User Interviews & Task Analysis - Contextual inquiry and interviews with current user base to uncover pain points and understand needs

RESULTS

Since launching our campaigns, there's been a steady increase in qualified calls

Since launching our campaigns, there's been a steady increase in qualified calls

We have also seen a steady increase in admits since we launched in June.

We have also seen a steady increase in admits since we launched in June.

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