Mobile App for Substance Use Recovery
The WEconnect mobile app helps people recovering from substance use disorder by providing the opportunity to earn rewards for positive behavior change, connect one-on-one with a professional peer counselor, and/or join daily support meetings.
Marketing Designer & Front End Developer
As the primary marketing team member at WEconnect, I focused on:
Collaborating as a Marketing Team of One
Since I was the only marketing team member for much of my tenure at WEconnect, I had the opportunity to work directly with other teams. I collaborated most with account managers, product designers, sales executives, and later partnered often with a content strategist.
5X More Form Submissions, 3X More Traffic
During my time at WEconnect, the redesigned website saw a 428% increase in form submissions, a 229% increase in website sessions, a 109% increase in average session duration, and a 27% decrease in average bounce rate (all year-over-year comparisons).
One Marketing Website for Two Different Audiences
Executives at Healthcare Companies
WEconnect was working towards partnering with large healthcare companies and needed a website that spoke to executives.
People Recovering from Substance Use
Planning the Content Hierarchy & Aesthetic
Looking to the Mobile App for Visual Inspiration
Since WEconnect had redesigned its mobile app not long before I joined, I made a point to pull elements from the new design system for the website. In this way, I focused on polishing the look and feel rather than rebranding.
Combining Steps by leveraging Webflow
Pages for the Key Audiences
Creating a Dual-Audience Blog
Increasing Form Submissions while Streamlining Processes
The redesigned website saw a massive increase in form submissions, which we were able to further increase through ongoing revisions. The updated contact page below also automated message forwarding and reduced common customer support inquiries.
Sales Enablement & Social Media
Ads for the App
Physical Mail & Brochures
As part of the substance use recovery industry, WEconnect had to market its offerings within a highly regulated space. Due to the security concerns of digital communication, these regulations favor traditional mail and physical materials for outreach.
A Tool for Patients & Treatment Providers
Additional Letter Inserts
Designing Mail to Feel Like Support from a Loved One
Since we’d be sending mail in envelopes in a size designed to stand out, we also wanted the contents to be special too. I recommended we create greeting cards, which could be simultaneously professional and heartfelt. I presented the team with several options.
The Selected Version
Greeting Card Insert
Research-Driven Poster Designs
Determining the Strongest Selling Point to Leverage
While the user interviews allowed us to collect a lot of qualitative feedback, this stack ranking exercise made it possible to directly compare value proposition and determine which is the strongest.
Member Communications Manager
Strengthening Key Marketing Assets
I leveraged what we’d learned to improve the design of in-clinic posters.
5X More Form Submissions (428% YoY)
In a year-over-year (YoY) comparison, the redesigned website saw a 428% increase in website form submissions.
3X More Website Traffic (229% YoY)
2X Longer Average Session (109% YoY)
The average session duration (time spent on the website) also more than doubled after the redesign.
27% YoY Decrease in Bounce Rate
Additionally, the average bounce rate dropped significantly, meaning more people explore the website after arriving.