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Clinical Partners

User Journey Optimisation
Key skills

Clinical Partners is the UK's largest private mental health partnership, with a carefully selected nationwide team of Psychiatrists, Psychologists and Psychotherapists.


The companies mission was to help people and families who are experiencing mental and emotional difficulties to get better.

Design Strategy, User Interface Design, User Experience Design, Responsive Design, User Journey Optimisation

The problem

The project brief was driven by a desire to review and improve the key user journeys through the website to the online diagnosis and test pages. The overarching goal was to increase the conversions of non-income generating site visitors completing depression tests into customers. The usability and design review of the current site should;

  • Optimise a core user journey through to completion of an online depression test.

  • Improve general usability and navigation principles across the defined core template types.

  • Modernise and refine the visual design aesthetic. 

  • Develop and define template and component governance to enable the modal/solution to be adopted across other sections of the website and online tests. 

1 in 5

An estimated 1 in 5 people will experience a 'common mental disorder' like depression or anxiety in the past week.


By the year 2020, depression will be the second leading cause of disability

A screenshot of a hub page taken of the Guide Dogs website prior to work commencing

The approach

The approach consisted of 
a lean and cost-effective research plan that included onboarding existing research and quantitative data to understand the current situation. A rapid review of current market competitors, as well as existing test journeys combined with unmoderated user testing practices, were used to inform and validate a series of master page templates and components along a ‘depression test’ user journey. These confirmed design patterns would then be rolled out across the other tests to improve site governance and consistency.

Understanding and refining the journey
Ideation & wireframing

I collaboratively led a whiteboard wire-framing session that was undertaken to establish template purpose and information hierarchy with an emphasis on improving the user experience. The resultant scamps were swiftly transitioned into the production of high fidelity wireframes to define page structure, information hierarchy, layout and functionality.

Use of different coloured post-it notes to denote and differentiate between various forms of content, features, call to actions, functionality etc. Utilising a mobile-first approach allows us to ensure that content and hierarchy is optimised and refined for small screen, which can then be applied to the desktop format in parallel.

The solution

Once the page structure and content hierarchy had been established, this was taken into a design phase where I created visual designs to focus on improving, refining and modernising the overall aesthetic and style used throughout the existing website to create a cleaner and more contemporary look. By following a clearly defined, structured and informed process we could be confident that the final outcome balanced both the clients' requirements with the end-users needs.   

Improved page template and component governance

By reviewing a suite of page templates along the core user journey, we have been able to improve the structure and content hierarchy, defining components and governance principles that can be implemented and reused consistently across the website.

Optimised user journey to improve conversions

By improving the overall visual aesthetic of the site we have managed to reposition the brand to better communicate the clients strong values and re-emphasise and evoke a sense of trustworthiness to the user.  

Video details the finalised visual design for a PPC  Landing Page

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