Kaiser Permanente
Website Upgrade Elevates Platform Clarity By 80%
1/6 OVERVIEW
Visual Designer
Design System Designer
Design Audit
Design Maintenance
Design Strategy and QA
It's okay not to be okay
Find Your Words is a mental health product of Kaiser Permanente. It is designed to empower more people to ask for help, promote social well-being, raise awareness, and contribute to personal and community healing and recovery. The product is open to both members and nonmembers of Kaiser Permanente. It provides tips on building resilience and reducing stress, links to peer support and professional care, and assistance in talking about mental health with others.
I was excited to be part of this project as it has significant value and impact on the audience, especially during the height of COVID-19 when we all need each other.
2/6 PROBLEM
The problem
After conducting an extensive audit, our team identified several issues with the previous design. Here are the main problems we found and solutions for refining and optimizing the website.
Problem 1
Difficulty in finding the information as the current spacing and grid is too narrow. The user has to scroll all the way down to read further information.
Problem 2
67% of all site non-bounce visitors get to the self-assessment page and the completion rate of the assessment is high at 80%. However, the only way to reach the page is from the footer.
Problem 3
The number of visitors who clicked through to the “Get Help Now” CTA still stayed relatively low. Most visitors are looking for information related to seeking to help someone else.
3/6 DESIGN CONCEPTS
Flexible and fully modular conversational approach
To address the problem, we have enhanced the website's conversational tone, improved its navigability, and made it more user-friendly, and action-oriented. We incorporated the "speech bubble" from the Find Your Words logo throughout the site to maintain consistency and to integrate the conversational art direction.
Friendly color pantone based on the mural paintings
The new UI colors helped the website bring it to life. We grab the idea of using different colors based on their existing mural paintings. It’s also perfect because it ties up with the brand’s new campaign.
Prominent buttons and banners
To tackle the issue of missing specific content, we ensured that the optimized website included clear and prominent buttons, engaging and attractive headlines, and added a right-hand rail component on the subpages. This allows users to easily navigate to the next article.
4/6 DESIGN VERSIONS
Design Iterations
These are the initial design concepts along with the process of reaching the approved and final output. We presented these designs to the client and they were leaning towards option B on the right-hand side but wanted to incorporate some elements from option A on the left-hand side.
5/6 TAKEAWAYS
I've learned that it's crucial to be actively involved from the beginning of a project, which entails collecting data and analytics and understanding the business goals and objectives.
What sets this project apart is the combination of working with another agency team and our outsourcing dev team in China. The project's success relies on the team's shared intention and passion, regardless of the number of people involved.
With a very intentional design, the site serves to raise awareness, normalize conversations about mental health, encourage help-seeking, and provide support.
6/6 CREDITS
Team
Haley Fiege - Sr. Experience Designer
Andrew Bouchie - Head of Experience Design
Lenton Alston - Sr. UX Designer
Ming Chan - Project Manager
Nicole Arnold - Head of Delivery
Julie Grates - Sr. Content Designer
MLP Chengdu - Dev Team
Campbell Ewald Team