UX in a Digital Agency
Providing UX for Agency Clients
Brief
Wpromote is a digital marketing agency specializing in Search Engine Optimization (SEO) and Pay Per Click (PPC) internet advertising based in El Segundo, California. They also offer email marketing as well as creative strategy for clients ranging from Fortune 500 companies to small startups looking to grow their business online. They were ranked as one of the Best Places to Work in Los Angeles, and ranked by Ad Age as the #2 Best Place to Work in the country in 2014.
Role
I was part of a three person UX team and was responsible for leading the UX strategy and design for various client projects in the healthcare industry. I conducted brand identity exercises with stakeholders, user research and interviews, creation of lo-fi wireframes and hi-fidelity prototypes, as well as usability testing.
Time Frame
5 months (freelance)
Elements Behavioral Health
One of the first projects my team and I worked on was to redesign landing pages for rehab centers owned by Elements Behavioral Health. Elements Behavioral Health owns and operates treatment centers all over the US - in diverse venues ranging from luxurious beachside retreats to ranch settings and private homes in the mountains. They offer personalized treatments and excel in ongoing support for long-term recovery. Elements came to Wpromote looking to increase traffic to their sites, driving up the number of admits to their facilities, and give their landing pages a much needed face-lift.
We immersed ourselves as much as we could in the the rehab and addiction treatment industry, visiting centers, holding in-depth interviews with both staff and alums from the program. We also held brand exercises in the various locations to better understand what makes each center special. I then built the landing pages according to that particular location's uniqueness, capturing its feel and brand.
With a cleaner designs, emphasis on the location's identity, clearer call to actions, and working alongside with our SEO team to boost traffic, we were ultimately able to increase the number of admits per month by 19%.
Healthcare Cost Research
Healthcare Cost Research Group was another client we had the luxury of working with. They collect imaging service information from patients such as X-Rays and MRIs to create more pricing transparency in the healthcare industry. They came to us interested in streamlining their data collection process while making their site to be more trusting.
I worked with the stakeholders to better understand their business, researched users, created personas, and suggested a simpler flow before creating wireframes for the revamped site.
Firstly, I wanted to ensure that their new site would look and feel credible as it involves patients sharing their information to strangers. Second, ease of use, as patients needed an easy way sending in their information and getting paid.
