Refresh a marketing website to improve how we communicate and serve our member and provider communities
Foresight’s marketing site is a critical experience for cross-functional department goals and needs with regard to the company’s mission of expanding throughout the United States to make mental healthcare affordable and accessible.
The new content management system (CMS) website would be the central vehicle for the new brand launch to establish Foresight as a national brand that attracts members, providers, and talent to Foresight.
To initiate the new marketing site project, the team began by conducting a discovery phase to learn about the cross-functional department goals and needs to pair with business objectives.
Identified key objectives:
Old home page (web)
Old home page (mobile)
After evaluating our current site, we failed all checks for the items on the right except technical integrations for live chat and Greenhouse.
The current website had unclear architecture and unclear CTA which caused visitors to have trouble navigating around. Also, it did not capture Foresight’s brand voice. We audited and restructured the sitemap to have clearer navigation that would place Foresight’s website a more accessible and scalable platform for potential members and providers.
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How we structure information on the website shows how we deliver information and communicate directly to each individual user.
The website would be a critical first or second step in the user journies for prospect members and providers that would find our site through mental health affiliate sites like Psychology Today or ZocDoc or through a search engine.
Secondary user personas (not shown) are insurance providers, potential partners and investors.
Looking for a mental healthcare provider or location near her to book an appointment. Additionally, she seeks information about Foresight’s mental health services to determine which is right for her.
Visits our site to search and apply to clinical career opportunities at Foresight for therapy or psychiatry departments in her area. Also, she is seeking the company information about the company’s mission, benefits and services.
With sitemap and research on hand, we started building wireframes for mobile, tablet and desktop viewports. In this phase of the development, we avoided using colors to focus on the structure but used UI components to understand how the information laid out might be applied to the final design.
We collaborated and coordinated with members of the marketing team as well as our agency partner. These wireframes were used as ways to spark discussions around the framework of the website and to make sure that our conversations meet user needs, business goals, and technical capabilities and constraints.
Since the CMS website has different pages to cater to a variety of needs, we decided to go with the method of developing templates and components. In this way, we can create a system around how the different pages and components could be utilized for future pages.
The heart of creating this experience was the member and provider user journeys. Both user groups were acquisition targets with all roads leading to call-to-action prompts to book an appointment, contact us for more info or apply for careers for the provider demographic.
The main goal to ensure during the final UI development is that our new website direction would universally function cross-platform for upcoming marketing & product experiences. Creating a seamless experience that set the bar high for quality and established Foresight as a tech-forward national brand.
Additional focus areas:
