Center Chicago
Year
May 2019 - Jun 2019
Introduction
As part of a team of designers, I participated in a three-week project to improve the online experience of two businesses: Center Behavioral Health Chicago, a private therapy practice, and Room to Breathe, a psychotherapy yoga studio. Our challenge was to bridge the gap between their separate websites, seamlessly connecting their audiences and promoting holistic well-being.
Center Chicago and Room to Breathe, although operating under the same umbrella, presented separate online identities. This fragmented user experience discouraged cross-utilization of their complementary services, potentially hindering clients' holistic well-being.
To understand user needs, we utilized the following methods and tools: Competitor analysis, task analysis, journey mapping, interviews, persona development, card sorting, wireframing, usability testing, and A/B testing. Design software like Sketch and InVision helped us visualize and refine our solutions.
Room to Breathe and Center Behavior Health Chicago Logos
Discovery
Survey and User Interviews
I created a survey and interviewed 25 patrons of Room to Breathe to gauge how familiar they are with Center Chicago.
Through surveys and interviews, I discovered that 37% of Room to Breathe users were unaware of Center Chicago's therapy services, highlighting a missed opportunity of new clientele. 80% of Center Chicago patients sought Room to Breathe as a holistic supplement, highlighting the desire for integrated wellness.Those who practice yoga were inspired to utilize behavioral health services and vice versa. Notably, 53% learned about Center Chicago through word-of-mouth, indicating opportunities for improved online visibility.
Key Insights
37% of Room to Breathe patrons didn't know Center Chicago offer therapy services.
80% of Center Chicago patients chose Room to Breathe as a holistic alternative to their health.
53% of patrons learned about Center Chicago through word of mouth or online search.
User Persona: Alex Grotkey
Alex works long hours as Grant Writer at Chicago Cares. Due to her passion for social justice, she decided to pursue a Master’s degree in Political Science. While saving the world she needs a way to save herself from the stressful environment around her.
Alex Grotkey - User Persona
Competitive Analysis
I conducted a competitive analysis of the navigation schemes of 8 yoga and therapy businesses in the Chicagoland area. Local competitors like Roots of integrity and Lux wellness center generally employed one-tier navigation, while indirect competitors like Shutterfly and GAP successfully combined multi-brands under a two-tier system. This inspired me to explore a similar approach for Center Chicago and Room to Breathe.
Key takeaways
Similar businesses don’t portray the same services in the same way
Indirect competitors utilize a two-tier navigation hierarchy to separate various businesses. (Example Gap and Shutterfly)
Competitive Analysis of the navigational layouts of Roots of Integrity, Lux Wellness Studio, Shutterfly, and TinyPrints
