Hired by RSE (ad agency) to lead a redesign of EachMindMatters.org for CAL MHSA (California Mental Health Services Authority), funded by CA prop 63 (mental health services expansion). Essentially, a site that was currently a bit “cold” and difficult to navigate was not serving to “reduce the stigma” of mental illness or connect those currently afflicted or family to valuable resources/events to help foster a sense of care and inclusion.

My role as lead designer was establishing working, designing and developing navigation of site (heavy wireframing and prototyping), producing site graphics (UI, illustration, edited photography) for ENG, conduct stakeholder share-out’s for validation, lead internal usability sessions, attend/observe external usability sessions, and lend copy writing. Heavy UX/UI, illustration, photo work, and user research and testing.

Homepage hero treatment: before and after. Captures a lot of the improvement, bringing better click-throughs, downloads, media consumption, and pride for Cal MHSA. Inclusive, bright, simple, with easy access to get additional help immediately. I came up with the emphasized use of a single word—together—to immediately diminish the stigma of mental illness. Leveraging some engaging photos helped generate some hope surrounding a difficult time and re-branding to increase the association to the CA-led movement symbol of the green ribbon solidified this as a destination with a lot of involvement and legitimacy.

Summation of design process