Behavioral Therapist's Digital Transformation
How I Built a User-Centered Website to Drive Engagement and Simplify Booking
Role: UX Researcher/Designer | Web Developer
Tools: Figma, WordPress, Google Suite, Zoom
Duration: September 2024 - October 2024
The Challenge
Without an online presence, Erin’s therapy services were difficult for parents to find, and the lack of digital booking options created frustration. Parents, especially those seeking behavioral therapy for neurodivergent children, needed a website that provided emotional reassurance and a simple way to book appointments.
The Solution
I developed a fully responsive, user-friendly website focused on ease of navigation and emotional connection. By incorporating trust-building elements, such as Erin’s personal story and testimonials, and creating a streamlined, custom booking form, I ensured the website catered to the needs of parents while allowing Erin to efficiently manage her appointments.
Results & Impact
Simplified User Experience
I developed a website with clear and intuitive navigation, allowing parents to easily find essential information and feel emotionally supported during their search for therapy services.
Custom Contact Form
I designed a simple yet effective contact form that streamlined the inquiry process, making it easy for parents to reach out and for Erin to manage all incoming appointments with ease.
Established Online Presence
By building Erin’s first website, I created a credible and trustworthy online presence, helping her connect more effectively with parents searching for therapy for their neurodivergent children.
Hear From the Owner
“Ponce and the team truly nailed it. My expectations were so pleasantly exceeded - from the first review to the final website (msbehaviorist.com), Ponce really brought my work to life. I'm so excited to launch my private practice with the help of such a beautiful website. Thank you so much!“
- Erin B. @ Owner of Ms.Behaviorist
Scroll down to dive deeper into the process
Process Overview
1. Research
Conducted user research to understand the unique needs of parents seeking behavioral therapy resources, ensuring insights were translated into meaningful design improvements.
2. Define
Outlined goals and prioritized features based on research findings, aligning the design with user requirements for simplicity, accessibility, and ease of access to information.
3. Ideation
Developed various design concepts, focusing on creating a user-centered experience that would simplify appointment scheduling and present information clearly.
4. Design
Created high-fidelity wireframes and mockups, with an emphasis on accessibility and emotional resonance, making the website approachable and helpful for stressed parents.
5. Development
Implemented a responsive, functional website that streamlined the user journey, offering intuitive navigation and an efficient booking system tailored to stakeholder needs.
Research & Insights
Research Objective
The goal of the research phase was to uncover the key pain points and needs of parents seeking therapy for neurodivergent children. This data was crucial for ensuring the website would provide emotional support, clear information, and a streamlined process for booking consultations.
User Interviews
In collaboration with the UX/UI research team, we conducted in-depth user interviews with parents of neurodivergent children. These interviews helped us gain insights into the emotional and practical needs of parents during their search for a trustworthy therapist.
Key Findings
- Parents like Mary Anne value simplicity and emotional support when searching for therapy services. They needed clear, concise information presented in a stress-free way.
- Ease of navigation was essential, as parents were often overwhelmed by their research process. They wanted a website that made it easy to find relevant information quickly.
- Emotional reassurance was critical. Parents wanted to feel that the therapist genuinely understood their struggles and provided a supportive, empathetic service.
- Mobile accessibility was important, given that many parents preferred using mobile devices to research and book appointments, meaning the website had to be fully responsive and easy to use on smaller screens.
How These Insights Guided Design
- Simplified Navigation: I focused on creating a clear, intuitive layout that allowed parents to easily find the information they needed without feeling overwhelmed.
- Emotional Connection: I incorporated trust-building elements such as Erin’s story and compassionate messaging to create an emotional bond with parents.
- Responsive Design: I ensured the website was fully responsive, providing a seamless experience across devices, especially for mobile users.
- Clear Calls-to-Action: I implemented easy-to-find contact forms throughout the site, making it simple for parents to reach out and book consultations directly.
Turning Data into Priorities & Insights
As part of the user research phase, we utilized various methods to prioritize features and functionalities that would best meet the needs of parents like Mary Anne. By conducting a MoSCoW Analysis, an I Like, I Wish, What If exercise, and creating a Prioritization Matrix, we were able to focus on the most impactful solutions while considering technical feasibility and user expectations.
MoSCoW Analysis
The MoSCoW Analysis prioritized the features essential for Erin’s website, identifying must-haves like a contact form and service details, while deprioritizing non-essential elements such as live chat and complex animations.
I Like, I Wish, What If
Through the I Like, I Wish, What If exercise, parents shared their preferences for transparent therapist information, their wish for more personal connection via the website, and ideas for enhancing the user experience with features like direct communication.
Prioritization Matrix
The Prioritization Matrix mapped out key features based on their impact and implementation difficulty, helping the team focus on high-priority elements like services provided and emotional support content, while considering future additions like social media integration.
Turning Data into Personas & Journeys
After completing the user research, I worked closely with the design team to develop comprehensive personas, empathy maps, and user journey maps. These tools were essential in visualizing the core needs, behaviors, and emotional states of the parents seeking behavioral therapy for their children.
Mary Anne - User Persona
Mary Anne represents the primary persona, based on in-depth user interviews with parents of neurodivergent children. As a busy mother of three, including two neurodivergent children, Mary Anne needed clear information, emotional support, and a simple way to book consultations with a therapist she could trust.
User Journey Map
The user journey map illustrated the steps Mary Anne would take, from discovering Erin’s website to booking an appointment. It highlighted key moments, such as feeling reassured by the website’s emotionally supportive content and experiencing relief after booking a consultation.
Storyboard
The storyboard visually illustrated the emotional journey of Mary Anne, a busy mother of neurodivergent children. It captured her experience, from the initial stress and confusion of seeking a therapist to the relief and confidence she felt after booking a consultation through Erin’s website.
Turning Insights into Statements
User Insight Statement
Parents like Mary Anne often feel overwhelmed when searching for a behavioral therapist for their children. They struggle to find clear, emotionally supportive information that reassures them they are making the right decision for their family.
How Might We?
How might we design a website that offers simple, emotionally supportive content and streamlines the booking process, making it easier for parents like Mary Anne to confidently choose Erin as their child’s therapist?
User Impact Statement
Parents are more likely to engage with Erin’s services when they feel emotionally reassured by the website’s content and can easily navigate through the information to book a consultation, leading to greater confidence in their decision.
Building a Consistent Visual Identity
Color Palette
I selected a calming and supportive color palette that resonated with Erin’s therapeutic approach. The chosen colors created a warm and reassuring atmosphere, helping parents feel at ease while navigating the website.
Typography
Working closely with the design team, I chose clean, legible fonts that struck a balance between professionalism and approachability. This choice enhanced readability and aligned with the website’s focus on creating a supportive environment for parents.
Imagery and Graphics
I incorporated impactful imagery that reflected Erin’s values and connected emotionally with parents. These visuals were carefully selected to foster trust and emphasize Erin’s compassionate approach to working with neurodivergent children.
Website Mockups & Iteration Process
Through user research, I learned that parents like Mary Anne needed a website that was simple to navigate and emotionally supportive. They wanted a clear, stress-free path to book a consultation. I collaborated on early mockups, focusing on intuitive layouts that provided essential information. Throughout the iteration process, I ensured strategically placed calls-to-action (CTAs) guided parents smoothly through the site, building trust and confidence in booking an appointment.
Conceptual Sketches
Structural Layouts & Detailed Frameworks
Polished Visual Design
What I Learned
This project was more than just building a website—it was about creating an emotionally supportive experience for parents seeking help for their neurodivergent children.
Working closely with the UX/UI research team, I learned how deeply user insights could shape the design and development process. I focused on creating a site that not only provided essential information but also made parents feel reassured and confident in their decision to reach out to Erin. This experience reinforced the importance of empathy in design and the value of a user-centered approach.
The true success of this project was not just about building a functional website but about making a meaningful impact on the parents who visited it. Knowing that the site could help reduce the stress of finding the right therapist was incredibly rewarding, and it highlighted the role of thoughtful design in improving people's lives.
The Impact I Made
1. Delivered a fully responsive website that provided parents with a simple, stress-free way to find the information they needed and book consultations.
2. Collaborated with the UX/UI team to ensure research-driven insights informed every design decision, creating a user-centered experience.
3. Designed a custom contact form that streamlined the booking process, making it more intuitive and reducing barriers for parents.
4. Created a clear and emotionally supportive website layout that resonated with parents, building trust and confidence.
5. Ensured the website was accessible and responsive across all devices, enhancing usability for parents on mobile.
6. Helped establish Erin’s first professional online presence, positioning her as a trustworthy therapist for neurodivergent children.