Therapy Changes
Website Redesign
2025–2026
Role
Design Lead
Services
Web Design · UX/UI · CRO · Accessibility · Art Direction · Design QA
Therapy Changes is a San Diego psychology practice offering evidence-based care across a range of therapy services. They came to Explore Digital looking to expand their website and improve SEO, while also addressing accessibility, usability, and conversion issues.
I led the initial homepage redesign, identifying opportunities across accessibility, UX, and CRO and translating them into a more intuitive experience. The work established a new visual and UX direction that guided updates across additional key pages, which I directed and reviewed as another designer carried the work forward. I also designed a new lead intake flow and used post-launch user behavior insights to inform continued improvements.
Work Details
Removing barriers to access
The existing website had accessibility and usability issues that made it harder for some visitors to navigate and find the information they needed. I conducted an accessibility audit to identify key issues and opportunities to move the experience toward WCAG AA compliance.
Creating a more consistent experience across key pages
The homepage redesign was the starting point for a broader website evolution. As the experience expanded, we needed to carry the new visual and UX direction across key pages while maintaining consistency and making services easier to understand.
Helping people find the right next step
With a wide range of therapy services, the existing experience didn't provide enough guidance for prospective clients. The website needed clearer pathways for visitors who were ready to request an appointment, needed help choosing a service, or simply had questions.
My Role
Led the initial homepage redesign across UX, accessibility, CRO, and visual design.
Conducted an accessibility audit to identify key issues and improvement opportunities.
Established the visual and UX direction for the broader website redesign.
Designed a new lead intake flow to support different visitor needs.
Directed updates to additional key pages as another designer carried the established direction forward.
Reviewed and refined the other designer's work to maintain consistency and alignment.
Used post-launch user behavior insights to guide further design improvements.
Supported design QA throughout implementation.
Key Decisions
01. Establish a direction that could scale
I used the homepage redesign to establish a clearer visual and UX foundation for the broader website. This created a direction that could be applied across additional key pages while allowing another designer to carry the work forward with ongoing review and guidance.
02. Create clearer paths into care
I designed a three-path intake experience to support visitors at different stages of decision-making: those who needed help choosing a service, those ready to request an appointment, and those who had questions.
03. Use real behavior to guide continued improvement
Following launch, we used Hotjar to analyze how visitors navigated the redesigned experience. The findings helped identify areas for further refinement, informing subsequent page designs and ongoing improvements.
Design Solutions
Establishing a scalable visual and UX direction
The homepage redesign established a clearer foundation for the broader website, with visual and interaction patterns that could be carried across key pages while maintaining consistency.
A clearer path to care
I introduced new content, visual elements, and a three-path intake experience to make services easier to understand and help visitors choose the next step that best matched their needs.
Extending and refining the experience
As additional key pages were updated, I directed the work and reviewed another designer's designs to ensure they stayed aligned with the established direction. Post-launch Hotjar insights then helped inform further refinement.
Impact
A more consistent and guided experience for prospective clients
Established a new visual and UX direction through the initial homepage redesign.
Extended that direction across additional key pages.
Guided and reviewed another designer's work to maintain consistency.
Created clearer pathways for visitors to explore services and get started.
Used post-launch behavior insights to guide continued design improvements.
Established a stronger foundation for accessibility and ongoing optimization.
Impact statements reflect design outcomes and project deliverables. Post-launch navigation improvements were identified through Hotjar analysis; quantitative performance outcomes were not provided.