Custom website design for North America’s most modern mental healthcare provider.
Crafting a custom website design for a sister brand is a unique challenge. Often, the brand shift is a product of creating appeal within a different audience. There are subtle nuances within the transition from one design system to another that can make or break the experience.
Our agency has worked closely with APN for several years and developed a thorough understanding of their exclusive clientele. Designing a new website for the Plus by APN subbrand presented a unique challenge in that the audience is not celebrities, CEOs and professional athletes but the everyday North American. Creating an engaging design for such a shift in audience required our team to lean into our years of creating custom website design for a variety of healthcare institutions and clinical providers as the analytical data we would normally rely on to thoroughly understand the audience was not available out of the gate.
Website Design Goals
- User-Interface design – as the Plus by APN brand came to life, our creative team was tasked with creating a new custom website interface design that was true to the core APN aesthetic while appealing to a much wider audience than the primary brand.
- Custom WordPress development – a custom WordPress backend would be developed to power the beautiful new website and provide the marketing team with complete control over every pixel.
- Systems integration – all things healthcare-related require the most strict privacy requirements. To maintain peace of mind and privacy for visitors and patients of Plus by APN our development team worked to integrate industry-leading privacy applications to manage the web-based communications within the new website and remain HIPAA compliant.
- Search Engine Optimization – develop a brand new SEO strategy for the new domain by weaving our best-in-class, technical SEO strategies into the website design and development process.
The Web Design Process
Creating new websites as a partner to an existing brand, and a successful one at that, require careful planning and loads of experience to bring the creative and technical aspects together for a successful launch. The new Plus by APN website presented a unique challenge that our web design team tackled head-on by applying our time-tested 6-step web design process.
By carefully combing the data-driven website and visual analytics such as heat maps and conducting initial interviews with key project stakeholders, we developed a navigational plan for the new website. The site map design offered a visual method to collaborate with the marketing team and form an end-to-end plan to guide website visitors from entry through conversion points.
A wireframing exercise to carefully explore and execute the new information architecture followed offering a look at each unique type of page within the new website. The UX design process allowed our designers to prototype and present contextual layouts for the marketing team to review and fully understand the foundation of the new website. By prototyping the user experience and conversion points throughout several possible user journeys with the Plus by APN, we could test ideas and strategies thoroughly before we collectively moved into the creative phase to ensure that all stakeholders had input on the direction of the new website.
With approval stakeholders, our creative web design team dreamt up the new user-interface design concept and began developing the new design system. Working closely with the APN team to fine-tune the UI design, all the unique page layout and design elements were polished to perfection.
