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Website Rebrand & CMS Redesign
Overview
Foresight’s marketing site is a critical component in supporting business growth and advancing the mission to make mental healthcare more accessible nationwide. We redesigned the site as a scalable, CMS (Content Management System)-powered platform that serves as the foundation for the brand launch. The new site helps drive member acquisition, attract providers, and align efforts across teams.
Impact
11%
New member conversions
Scalable CMS supports 50+ locations across 15+ states
Responsibility
Co-Lead Product Designer (UX/UI) — Discovery, IA, Wireframing, Prototyping, UI/Visual Design
Collaborators
Project Lead, Product Designers, Sr. Copywriter, Visual Designer, Marketing Teams, Third-party website hosting platform, Outsourced engineering team
Duration
MVP Launch: 3 months
Gathering insights
I identified user and business needs through stakeholder interviews, site analytics audits, user flow reviews, and by uncovering operational inefficiencies in CMS content publishing.
Understanding the users
The website serves as a key entry point for prospective members and providers, most of whom discover Foresight through platforms like ZocDoc, Psychology Today, or search engines.
Potential Member
Look for clear, trustworthy information about mental health services and how to get started with care
Potential Provider
Explore clinical roles and want to understand Foresight’s mission, values, and benefits
Auditing the experience
Current sitemap
Unclear navigation and confusing CTAs led to high drop-off rates, especially on booking pages
Inefficient CMS workflows across departments with inconsistent brand voice and outdated visual design
Poor mobile experience, despite 73% of traffic coming from mobile devices
Limited scalability to support rapid clinic and content expansion across states
Defining success
To measure success, I identified clear, actionable targets aligned with user engagement, performance improvements, and scalability goals:
Increase new member conversions by 20%
Reduce bounce rate by 15% through improved mobile UX
Launch a scalable CMS to support 50+ clinic locations
Final design
The primary objective of the final UI development was to create a universally functional website across platforms, setting a high standard for quality and positioning Foresight as a tech-forward national brand.
Restructured sitemap
To reduce friction and support rapid growth, I redesigned the site’s information architecture with a focus on clarity, consistency, and scale.
Redesigned sitemap
Simplified navigation to reduce drop-offs and improve content discoverability
Prioritized clear, actionable CTAs for booking, inquiries, and career applications
Restructured sitemap to align with user goals and support future clinic expansion
Menu Navigation Iterations
The structure of information on the website directly impacts how we deliver information and communicate with each user. The redesigned approach I focused on:
1st Iteration
Included as many navigation options as possible to surface all available content upfront.
Didn't work:
Overwhelming and unfocused for first-time visitors
Lacked a clear path for primary user goals
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2nd Iteration
Simplified the menu to focus on core user journeys.
Featured “Guide to Care” for prospective members and “Become a Provider” for clinicians
Prioritized clarity and conversion for the two main audiences
Why changes?
User interviews and site analytics revealed that most visitors were prospective members or providers looking to take action quickly. The original navigation caused confusion and decision fatigue. By narrowing focus to their top tasks, we improved orientation, reduced drop-off, and increased engagement with booking and application flows.
A scalable, mobile-first design
To accommodate mobile traffic and future growth, I delivered a responsive, modular design system backed by a headless CMS.
Optimized layouts and components for fast, responsive mobile performance
Implemented a headless CMS using Material UI for flexibility and consistent multi-department updates
Built a modular framework to support 50+ clinic locations and ongoing state-by-state expansion
Career Page
Locations (Home)
Blog/News
Video Gallery
Navigating design choices
While shaping the homepage, I explored multiple directions to balance clarity, conversion, and brand trust.
Call Us Banner
Prioritize "Log In" Button
Prioritize "Book Now" button
Key questions I explored:
Top Navigation CTA: Should the primary action be “Log In” or “Book Now”? → We prioritized “Book Now” to support new user conversion over returning visitors.
Support Access: Where should the “Call Us” button live for visibility without distraction? → Explored placement near the footer, hero, and sticky nav based on urgency and context.
Hero Messaging: What communicates our value more effectively — a strong image or clear headline? → We tested variations and leaned toward concise, benefit-led text for clarity and accessibility.
Visual and UX improvements
To elevate trust and usability, I refreshed the site’s UI to reflect Foresight’s brand and meet accessibility standards.
Applied consistent visual design aligned with the brand’s mission and tone
Ensured WCAG 2.1 compliance for inclusive user experience (contrast, spacing, typography)
Created reusable UI components to improve consistency and streamline development
Before
After
Impact
11%
New member conversions within the first 3 months
Scalable CMS
Supports 50+ locations across 15+ states