SOLUTION

Opportunity Space:

The 2 key spaces of opportunity that we identified on the NMH resources and interface were difficulty navigating the website and lack of resource personalization. Our research supported that an overwhelming 93% of users prioritized personalization when making mental health resource purchases  —>  which led our solution to center around making the user experience personalized, intuitive and easy to navigate.

How Might We Question:

How might we encourage further engagement with NMH content by building a resource that can tailor the discovery of the mental health resource one can benefit most from?

Solution:

We redesigned NMH's website to allow users to easily discover individualized mental health resources thus increasing user engagement. 

After conducting A/B testing where we compared the original website to our final prototype, participants of our usability testing reported an overall increase in ease of use and clear navigation by over 200%. Due to this, NMH implemented our recommendations.

After implementing our designs, NMH’s website traffic increased by 134% + an increase in returning visitor rate. 

LOW-FIDELITY PROTOTYPE

NMH’s Old Website Usability Testing Insights:

1. Users are able to navigate the site easier when they are distinguished

2. A focus on “shop” and “supplements contradicts the “natural” branding

3. A more intuitive information hierarchy needs to be presented

Design Focus:

1. Design for 2 users: Patient and Providers

2. Present an effective information hierarchy that guided the user to tailored resources

3. Develop an intuitive information hierarchy

Keeping the distinction and a clear, inviting information hierarchy in mind, we progressed to our mid-fi prototype.

MID-FIDELITY PROTOTYPE

On our mid-fidelity, we were left with solving this overarching problem: guidance. Users did not know how to get started nor did they understand the different pathways a user can take to access their mental health journey.

In order to address this, we developed the Guide Me page that focused on guiding both the practitioners and the general public. 

After testing this page, we found that we still needed to display:

1. The 3 pillars of NMH

2. What NMH offers and clearly define

3. What a subtype is and how that leads to personalized resources. 

Challenge: NMH’s change in user focus

Reviewing our mid-fi with NMH, we were then informed that NMH is shifting back to serving just the general public and not the practitioners. Confusion arose and as designers, we felt we needed to come together to make sure we were on the same page with our clients before jumping to another round of prototyping. 

We decided to conduct a co-design session where we had our client give us their personal goal of each section of the website and what information they anticipate to see on each page. This helped us finalize our mid-fidelity prototype. 

HIGH-FIDELITY PROTOTYPE

This is where our high-fidelity prototype came in. We focused on 3 things:

1. Redesigned the homepage to introduce the foundations of NMH, layout all of the resources NMH offers, step away from supplements and instead use testimonials to build trust first

2. Redeveloped the Guide Me page that focused on guiding both the practitioners and the general public

3. Developed Subtype page that highlights how NMH promotes individualized care through NMH’s subtype guide and subtype quiz

USABILITY TESTING RESULTS & IMPACT

Usability Testing Results:
Our design focus was to easily guide the user through the homepage, the guide me page, the subtype page, and ultimately to personalized resources. Based on our Quant-UX data, our designs were able to:

1. Make our pathway be more explicit and accessible through direct and indirect routes

2. Create subtype pages that can effectively encourage participation in the quiz

3. Build a more clear “natural” branding in NMH throughout the Homepage and Guide Me page

Overall participants of our usability testing reported an overall increase in ease of use and clear navigation by over 200%. Due to this, NMH has implemented our recommendations on information architecture, built a foundation page and subtype page. 

After implementing our designs, NMH’s website traffic increased by 134% + an increase in returning visitor rate. 

Homepage Quant-UX Results