Redesigning a mental health brand and website to make care approachable

80%

of test users found the right service within two minutes

Redesigning a mental health brand and website to make care approachable

80%

of test users found the right service within two minutes

Redesigning a mental health brand and website to make care approachable

80%

of test users found the right service within two minutes

Role

Lead UI + Product Design + Branding + Project Management

Team

Myself (design lead), Development team (3)

Live site

optimizemindcare.com

I created a human-centered brand and website for OMC that guides patients from recognizing their struggles to finding solutions. Many mental health sites feel overwhelming or intimidating, and neurofeedback in particular is unfamiliar to most patients, making the first step toward care scary. Prototype testing revealed 80% of patients successfully located the service matching their condition within two minutes, helping reduce fear and making care more approachable.

design with impact

Branding with purpose

The Challenge

Mental health care can feel intimidating, and neurofeedback is unfamiliar to most patients. I noticed that competitor mental health sites often mix conditions (user struggles) and services (solutions) in the same page, making it hard for patients to know where to start. This created friction at the moment they were deciding whether to seek care.

70%

initially struggled to locate the service matching their condition on competitor sites.

The Challenge

70%

initially struggled to locate the service matching their condition on competitor sites.

The Challenge

70%

initially struggled to locate the service matching their condition on competitor sites.

The Solution

To reduce fear and confusion, I separated Conditions (user struggles) from Services (solutions) so patients could first identify their challenge, then see the solution tailored to them. I also redesigned the brand to feel calm, approachable, and trustworthy, with a soft color palette, clear typography, and supportive imagery. Repeated, well-placed CTAs guided patients to take action without feeling overwhelmed.

80%

successfully found the service matching their condition within two minutes

The Solution

80%

successfully found the service matching their condition within two minutes

The Solution

80%

successfully found the service matching their condition within two minutes

Discovery Goals

Clarifying the Path to Care

To ground the redesign in real patient needs, we set out to understand the current digital landscape for mental health clinics. Our goal was to uncover opportunities to make neurofeedback and therapy services approachable, reduce confusion and stigma, and create a clear path that guides patients from identifying their struggles to finding the right solutions.

Discovery Goals

Clarifying the Path to Care

Discovery Goals

Clarifying the Path to Care

Understand + Ideate

Research & Strategy

I explored how patients interact with mental health websites and identified gaps in clarity and approachability. My goal was to uncover opportunities to make neurofeedback and therapy services less intimidating, reduce confusion, and guide patients confidently from recognizing their struggles to finding the right care.

My process involved:

Noticed competitor mental health sites often mix conditions and services, leaving patients confused and overwhelmed.
Observed that most sites feel clinical or intimidating, especially for neurofeedback, which is unfamiliar to most first-time patients.

Design

Design Execution

I translated research insights into a human-centered website and brand identity that guided patients step by step. I focused on creating a calming, approachable visual language, separating conditions from services, and streamlining navigation to reduce friction and encourage engagement.

My core activities included:

Developed wireframes, visual design, and branding to ensure a cohesive, trust-building experience.
Implemented repeated CTAs, clear hierarchy, and supportive imagery to guide patients from recognition to action.

Validate

Testing & Challenges

I worked closely with the owner to review the site structure and content, ensuring the separation of Conditions and Services was clear and approachable. Through discussions, we identified potential points of confusion for new and returning patients and iterated on navigation, labeling, and hierarchy to guide users confidently to the right service.

Iterations based on feedback

Adjusted navigation and visual cues based on owner feedback to make the site more intuitive and reassuring.
The owner worried that separating Conditions from Services might confuse returning patients; I refined labeling and hierarchy to balance clarity for all users.

User Personas

Understanding Patients’ Needs

I developed user personas to capture the frustrations, goals, and expectations of patients seeking mental health support. By understanding their pain points, from feeling intimidated by unfamiliar neurofeedback treatments to needing clear guidance on the right services, I could design a site that meets both new and returning patients’ needs while reducing confusion and fear.

“I don’t even know where to start with therapy or neurofeedback.”

Ari Hope // 38 – First time therapy user

I’m lost and don’t know which service fits me

“I want help but don’t want to feel judged or overwhelmed.”

Jamie Lake // 28 – Struggling with depression + disability

I feel intimidated, worried and confused about getting help as a male

“I don’t even know where to start with therapy or neurofeedback.”

Ari Hope // 38 – First time therapy user

I’m lost and don’t know which service fits me

“I want help but don’t want to feel judged or overwhelmed.”

Jamie Lake // 28 – Struggling with depression + disability

I feel intimidated, worried and confused about getting help as a male

Iterations + Wireframes

From Concept to Creation

I chose to showcase wireframes for the Conditions landing page and Services detail page because they represent the core focus of the redesign: guiding patients from recognizing their struggles to finding the right service. While I created other wireframes, these two best illustrate the key strategy of separating Conditions from Services, clarifying hierarchy, and placing CTAs to reduce confusion and intimidation. Although the layouts appear similar, the distinction lies in purpose. The Conditions page focuses on patient struggles while the Services page provides the corresponding solutions. This consistency reduces cognitive load while the separation of content builds clarity and trust. Highlighting these screens shows the decisions that define the patient journey.

Conditions Landing Page

Goal: Help patients identify their struggles clearly.
Features: Separated Conditions from Services, prioritized hierarchy, and placed guiding CTAs.
Roadblock + solution : Some labels initially confused returning patients, so I refined hierarchy and wording to support both new and repeat users.

Services page

Roadblock + solution: Displaying all service details risked overwhelming users, so I streamlined content and added progressive disclosure to keep it digestible.

Establishing the brand

Branding: Balancing Faith and Inclusivity

I developed a brand identity for Optimize Mind Care that balances approachability, trust, and inclusivity. The logo features a subtle cross to honor the clinic’s Christian foundation without alienating patients of other backgrounds. I paired this with a calming color palette, clear typography, and supportive visual elements to reduce intimidation and guide patients confidently toward care. The system is scalable, ensuring consistency across the website, educational materials, and marketing touchpoints.

Establishing the brand

Branding: Balancing Faith and Inclusivity

Establishing the brand

Branding: Balancing Faith and Inclusivity

High Fidelity Design

Responsive Design: Guiding Patients Across Devices

I translated the brand and wireframes into full visual designs, ensuring a consistent, approachable experience across desktop, tablet, and mobile. Each layout maintains hierarchy, clarity, and accessibility, making it easy for patients to navigate the site, understand their options, and take action regardless of device. The design balances trust, calmness, and inclusivity, reflecting both the clinic’s values and user needs.

High Fidelity Design

Responsive Design: Guiding Patients Across Devices

High Fidelity Design

Responsive Design: Guiding Patients Across Devices

The stats

Impact at a glance

I designed the site to make it easier for patients to understand their conditions and find the right services, while creating a brand and layout that feel approachable and trustworthy. Based on patient interviews and stakeholder feedback, the redesign improves clarity, boosts confidence, and reinforces trust, laying a strong foundation for engagement and growth.

90%

of patients said they could easily understand their condition after seeing the redesigned Conditions page

85%

of patients reported feeling more confident about next steps and choosing the right service

95%

of stakeholders agreed the site layout and branding conveyed trust and inclusivity