Inspiring others to help fight addiction

WEconnect helps people with substance use disorder stay in recovery. They needed a powerful website to inspire others to join the cause.

WEconnect website

ROLE: Designer & Front End Developer (full-time)

KEY STAKEHOLDER: Paul Campbell, Chief Operating Officer

COLLABORATION: Functioning as WEconnect's marketing team for the bulk of this project gave me the opportunity to collaborate closely with every department.

DURATION: September 2019 – December 2019

Project Goals

Speak directly to a new target audience

  • Address health plan professionals directly to help expand partnerships beyond treatment facilities, increasing our reach by thousands
  • Communicate more clearly how our digital solution works and the science behind it
  • Polish our visual aesthetic to better attract partners, patients, and potential employees
Background & Context

Why redesign the website?

I joined the WEconnect team at a time of transition and growth. To help reach more people struggling with substance use disorder, WEconnect decided to partner with health plans. This meant larger deals, a larger member base, and therefore a larger in-house team.

To attract potential partners as well as top talent, WEconnect's new marketing website needed to speak to these audiences directly and make an impact.
The Redesign Process

Designing for Impact

Before getting into the weeds with the redesign, I wanted to make sure that I understood the bigger picture and the top needs of this new marketing website.

Identifying Priorities

Before she transitioned out of her role at WEconnect, I worked with the Senior Marketing Manager to identify and rank the tasks of the website as well as define an aesthetic.

Optimizing for Efficiency

To empower WEconnect's future marketers and to ensure the site wouldn't someday become a burden to the engineering team, I campaigned to build the site using Webflow for easy maintenance and ideal performance without any technical know-how needed.

Tracking Successes

Because we would be measuring success via website form submissions (potential leads), I optimized the site for this action and also created a Google Analytics dashboard with automated reporting.

Information Architecture

Content by Audience

While WEconnect wanted to speak primarily to health plan professionals to create partnership that would help large populations of patients, we also understood that a variety of people would be visiting our website, including patients, job seekers, press, investors and other organizations interested in partnering with us. To ensure that we were meeting the diverse needs of these groups, we organized the site content by audience and created a unique call-to-action for each.

Information Architecture

Content by Audience

While WEconnect wanted to speak primarily to health plan professionals to create partnership that would help large populations of patients, we also understood that a variety of people would be visiting our website, including patients, job seekers, press, investors and other organizations interested in partnering with us. To ensure that we were meeting the diverse needs of these groups, we organized the site content by audience and created a unique call-to-action for each.

The End Result

More Website Leads

Between the more polished aesthetic and unique landing pages that are optimized to inform and engage each target audience, WEconnect has seen a sudden jump in website form submissions. With this influx of leads, we have more prospects than ever for potential partners, patients, and teammates onboard to join the fight against addiction.

The End Result

More Website Leads

Between the more polished aesthetic and unique landing pages that are optimized to inform and engage each target audience, WEconnect has seen a sudden jump in website form submissions. With this influx of leads, we have more prospects than ever for potential partners, patients, and teammates onboard to join the fight against addiction.

Lessons Learned

Templates & UI kits = working smarter

While I was initially hesitant to use a template, I kept an eye out and finally found a UI kit that matched my initially wireframes well. After experiencing the amount of time and effort it saved us, I plan on using UI kits as starting points from here on out!

Content creation is a team sport

Having previously always worked closely with a marketing manager to coordinate content for the websites I was designing and developing, the fact WEconnect's one-woman marketing team left towards the beginning of this project, presented me with a new opportunity for learning.

I collaborated across departments to make sure that the content I'd created relevant to their needs was accurate and included the most important information. I also organized a website committee to gather feedback and iterate on the site before presenting it to leadership and launching.

Lessons Learned

Templates & UI kits = working smarter

While I was initially hesitant to use a template, I kept an eye out and finally found a UI kit that matched my initially wireframes well. After experiencing the amount of time and effort it saved us, I plan on using UI kits as starting points from here on out!

Content creation is a team sport

Having previously always worked closely with a marketing manager to coordinate content for the websites I was designing and developing, the fact WEconnect's one-woman marketing team left towards the beginning of this project, presented me with a new opportunity for learning.

I collaborated across departments to make sure that the content I'd created relevant to their needs was accurate and included the most important information. I also organized a website committee to gather feedback and iterate on the site before presenting it to leadership and launching.

Case Studies

View Other Projects

I've written case studies for a few of the projects I've done lately. If you'd like to see more of my work or discuss these in further detail, please get in touch.