PUBLISHED OCT 2022
I helped Margherita Isalberti, Psychologyst and Psychotherapist, to create her first online presence in order to showcase her services.
Summary
Services
- Benchmarking
- Wireframing
- Branding and UI
- Website design
- QA testing
Deliverables
- Website (made with Webflow)
Wins
- A new website for Margherita
- Tailored content for prospective clients for the client’s therapy services
The Challenge: Striking the Balance in Mental Health Representation
In the fast-paced digital age, establishing an online presence is crucial, even for those in the realm of mental health. Margherita Isalberti, friend and budding psychotherapist, sought my expertise to carve her space on the web. Her challenge? Conveying professionalism and warmth simultaneously, recognizing the delicate nature of users seeking psychological help.
Margherita Isalberti's introduction to the online world was marked by the need to showcase her therapeutic services. The challenge lay in creating an inviting digital space that exuded calmness, essential for users grappling with mental health issues. Balancing the promotion of her services while maintaining an atmosphere of reassurance posed a unique challenge.
Exploration: A Dive into User Psychology and Digital Landscapes
In the shoes of patients: unearthing insights from 75 seekers of psychological support
To understand the mindset of those seeking psychological support, I initiated a comprehensive survey involving 75 respondents. The goal was to unravel the nuances of their approach to asking for help and identify key factors influencing their choice when booking a therapist. Additionally, insights were sought from individuals who had never booked a session before.
Key Survey Findings:
- Demographic information:
- The respondents’ composition was 64% female, with 57% being in the 26-35 age range.
- 57% had already seen a therapist in the past, found mostly via word of mouth (59%)
- Only 16% had consulted an app or website linked to psychological therapy
- The three main reasons that prevent new users from seeking therapy are:
- Not being able to find and to evaluate a suitable therapist
- Fear (of opening up, feeling exposed)
- Insufficient budget
- The things that users look for the most when evaluating a therapist are the following:
- Focus on specific issues (e.g. anxiety, learning disorders, etc.)
- Therapeutic approach
- Price
- Reviews
- Location
Benchmarks in Therapy: A Comprehensive Analysis
Drawing inspiration from industry leaders, I delved into extensive benchmarking of therapists' and therapy services' websites. This involved a meticulous examination of communication strategies, branding elements, and the content tailored for first-time users.
Noteworthy Discoveries:
- Successful websites incorporated calming color palettes and soothing imagery.
- Direct, empathetic language was a common thread in effective communication.
- Inclusion of introductory resources and FAQs catered to the needs of first-time seekers.
Solution
Translating Insights into Solutions: Creating Margherita's digital presence
Armed with the insights from our survey, the challenge was not just to address barriers but to create a virtual sanctuary that resonated with users. The research helped me to create a roadmap, defining the essential components that would shape Margherita Isalberti's online presence. The website would contain the following sections:
- Services & Therapeutic Approach: A clear articulation of Margherita's services and her therapeutic approach became the backbone. The website needed to serve as an informative hub, welcoming users into the realm of possibilities.
- FAQ Section: Recognizing the hesitations surrounding cost, a comprehensive FAQ section was devised. This included details on the potential for state reimbursement, aligning with the insights into users' budgetary concerns.
- Social Proof: Leveraging the power of social proof, customer reviews found a prominent place. Real stories from real individuals provided the sought-after assurance and comfort, addressing a crucial aspect highlighted in the survey.
- Contact Information: Accessibility was key. A user-friendly contact section ensured that seekers could reach out effortlessly, fostering a sense of connection.
The Website Prototype
In crafting the website, several key sections were strategically put into its structure:
- A captivating hero section as the entry point, radiating positivity and empowerment. The carefully crafted Call to Action (CTA) invites users to take control of their mental health journey from the very first glance.
- The website then offers an insightful overview of Margherita's therapeutic services. This section serves as a window into the support and guidance she could provide to those seeking assistance.
- Delving into Margherita's qualifications and therapeutic approach, the 'About' section aims to establish a personal connection. By sharing her expertise and approach, it fosteres a sense of trust and familiarity.
- Recognizing the need for transparency, a Frequently Asked Questions (FAQ) section was integrated. It aimed to demystify the therapeutic process, providing clarity for new patients and addressing potential concerns around budget.
- The Contacts section serves as a direct bridge for seekers to connect with Margherita. The direct link to a third-party booking platform simplified the process, ensuring that a first contact action was just a click away.
The social proof section was added later after launch when more reviews were available for publishing.
Above the Fold: Nurturing Positivity Amidst Sensitivity
Recognizing the delicate state of potential users, special attention was given to the above-the-fold section. The aim was for the copy and imagery converge to convey a message of hope and empowerment. Immediately after, the call to action seamlessly guides users to Margherita's booking platform, eliminating unnecessary barriers.
Branding: The Palette of Calm
In parallel, I stared working on the website’s branding. Understanding the calming impact of blue, it emerged as the primary color, setting the tranquil tone sought by Margherita. A careful selection of fonts (Mulish and Philosopher) balances professionalism with warmth, creating a visual identity that feels both inviting and credible.
The final product
After creating the first version of the final UI in Figma, I translated it into Webflow.
Key takeaways
Effective Communication is a Design Element
Copywriting is a design element that should not be underestimated. Crafting messages that resonate with users emotionally and provide clear information is integral to the overall user experience.
Striking the Right Emotional Tone
Balancing empathy and professionalism in both design and copy is a nuanced skill that I was happy to practice. The emotional tone set by the website can significantly impact the comfort level of users seeking mental health support.
Validation through User Surveys
User surveys serve as powerful tools for validating assumptions and gaining deep insights into user preferences, concerns, and expectations. Regular surveys throughout the project lifecycle contribute to informed decision-making.
Transparency Builds Trust
The inclusion of real-life testimonials and reviews adds credibility and trust to the website. Recognizing the power of social proof is a key learning for future projects targeting sensitive user needs.
Next steps
If I were to keep improving on the website, I would:
- Improve the structure of the Website in Webflow, as this was my 2nd project using the software and there were understandably a few struggles in creating responsive sections.
- Get feedback from users to improve copy and content of the website.