Project management for
Website Redesign
CONTEXT
Amaha Health is a leader in mental health services in India. The organisation aims to create a mental health support ecosystem that provides treatment and care plans for a range of mental health conditions like anxiety, depression, bipolar disorder, ADHD, OCD, schizophrenia, and addictions.
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Having recently consolidated product and service offerings under the Amaha health brand, the company wished to redesign their online site to help patients, clients, and doctors discover and engage with their services.
PROJECT OVERVIEW
I led the product design team from the initial client pitch through to the final implementation of this work. I led the research and discovery phases, working closely with the Amaha team to uncover a clear understanding of our target audience segments, and distilling unique value propositions for each segment.
I then led the definition of the overall product design strategy, IA, user flows, and designed the core wireframes. I collaborated closely with the Product managers to establish the design direction and define the design roadmap. I then managed the project through multiple design sprints through to usability testing phase.
REFRAMING THE QUESTION
Often clients come in with a set project proposal, and we work with them to unpack the available opportunities, and determine how we can deliver the highest degree of value for them and their users.
The initial brief for this project was to design one large umbrella Amaha site, containing all content and serving all audience types. After exploring this option with the client team, we discovered that their service offerings were so diverse and that the distinct audience segments have very different (and occasionally contradictory) motivations. We advocated for focusing on user problems and user goals, and then presenting solutions and providing value tailored to each audience.
The service page we designed focus on
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Establishing relevant metrics of the society to disregard the taboos around the need for mental health support
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Communicating the key service offerings and its benefits
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Steps to be undertaken while setting a fair expectation for the user.
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They also seek to add value back into the ecosystem - they exist as support pages, not as marketing pages. Everyone is coming to one of these pages to try and solve a problem. It’s about people - real people in real pain. Users share a common goal - either they want to get better, or they want to help someone else get better (family member, employee, insurance client).
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I greatly enjoyed the opportunity to dive deeply here on customer journey mapping, and full service design across a very diverse collection of user types and engagements. 'Omnichannel' is a bit of a nauseating buzzword, but it's essential to think about how an expanded set of digital tools fits into an existing organisation's operational and service delivery structure, and how the larger client experience can be enriched through a careful consideration of the full customer journey, including handoffs between channels.
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This project was also an excellent example of how outside agencies can help clients to identify the right questions, and explore a range of solutions. As organisations refocus on their digital product and service offerings, it's increasingly essential for internal teams to maintain ownership of those products. External partners still seem to be essential in helping implement structural, organisational change.