Nystrom & Associates

Nystrom & Associates is a large mental health firm with over 60 locations in 5 states, specializing in counseling and psychiatry. When I joined their team in 2021 as a Designer & WordPress Developer they had a WordPress website which didn't follow accessibility guidelines, UX best practices, and was not properly responsive for mobile devices. Scroll down to see how I tackled these challenges and improved their website's performance to drive business growth.

Roles

Product Designer
UX/UI Designer
Visual Designer
WordPress Developer

Building Referral Relationships

Challenge:

Nystrom & Associates receives 200+ online referrals per month, however there isn't any content on the site targeted towards referral partners. I used the results of a questionnaire, sent to referral partners, to define key pain-points when making a referral.

Referral Partner Pain Points:

Dissatisfied with appointment wait times from other mental health providers.
Unsure how the referral process works.
Poor company reputation amongst referral partners.

Solution:

I lead the project and met with our internal team to determine the content and design direction of the page. I designed the prototypes in Figma and developed them using WordPress.

Addresses referral partner pain points by featuring immediate availability, how the referral process works, and why they should trust Nystrom & Associates as their preferred referral partner.
Generates leads by incorporating an email collector to sign up for a referral newsletter.
Features a soft and modern design, with a splash of orange to draw your eye towards important elements. Custom icons make it easy for users to scan the page quickly.

Results:

Increased average engagement time by 2 minutes and engagement rates by 12%.
18% increase in online referrals.

Improving Users Ability to Find Providers

Challenge:

Based on user research and analytics, finding a Provider is the #1 task users seek to accomplish on the website. However, an outdated Provider section had a low engagement rate and was running on a plugin that was no longer supported.

Solution:

I utilized user surveys, competitive analysis, and user testing to design an improved Provider section. I designed the prototypes in Figma and developed them using WordPress.

Implemented call to action buttons, allowing users to quickly request an appointment.
Created custom filters for Provider locations, services, and specialties, allowing users to quickly find a Provider that meets their needs.
Added clinic information to each Provider's page, giving users quick access to clinic directions and phone numbers, another top task on the website.
Added links on services pages, which take you directly to a list of Providers offering that service.

Results:

Increased average engagement time by 3 minutes and engagement rates by 15%.
8% increase in appointment requests.

Nystrom & Associates Provider Archive page mockup

Nystrom & Associates Provider Single page mockups on mobile

A Better Way To Find Content

Challenge:

Nystrom & Associate's site has over 3,500 pages and lacked a site search feature. The site had a high drop-off rate, as users often left the site when they couldn't find what they were looking for.

Solution:

I designed and developed a site search feature, which is both user-friendly and displays the correct content. Over 60% of users will leave a site if they can't find what they're looking for, so properly configuring the site search is vital to user experience.

Results:

Increased overall site engagment time by 15% through the use of screen recordings and Google Analytics to identify content that missing from the site.
I led our team in creating content that was commonly searched for but not found. Popular queries included "insurance" and "finance".

Nystrom & Associates

Roles

Building Referral Relationships

Challenge:

Referral Partner Pain Points:

Solution:

Results:

Improving Users Ability to Find Providers

Challenge:

Solution:

Results:

A Better Way To Find Content

Challenge:

Solution:

Results:

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