RosecranceYear: 2024
My Role: UX/UI Designer
Team: Modern Climate
Website Design
CMS Integration
UX/UI Design
Unbounce Landing Pages
Socail Media
The Situation
Rosecrance, a leading behavioral health organization, was grappling with a fragmented digital presence: eight separate websites, inconsistent branding due to acquisitions, and a complex user journey that hindered access to care.
Their existing digital infrastructure didn’t reflect the warmth, hope, or excellence of their care model. There was a clear need for a modern, unified digital experience that could guide diverse user groups—patients, families, professionals, donors—toward meaningful action.
I was entrusted to lead a comprehensive website redesign and development project that:
Reflected Rosecrance’s brand identity as “champions of hope”
Clarified and simplified the user journey through their continuum of care
Unified disparate properties into a single site for a seamless experience
Created a scalable, data-driven platform supporting both UX excellence and CRM integration for long-term outreach and operational success
The Task
Discover
Conducted brand and business immersion sessions, UX & technical discovery, and content audits
Mapped out audience mindsets to identify content gaps and restructure the digital journey accordingly
Assessed and documented integration requirements (e.g., CRM, HIPAA compliance, future chat and SMS capabilities).
Define
Delivered a thoughtful sitemap and UX framework that supported intuitive navigation across services, conditions, and locations
Created multiple design concepts—from pragmatic layouts to softer, emotion-driven designs—to resonate with users in vulnerable moments.
Integrated SEO strategy and emotionally resonant messaging to improve discoverability and empathy.
Deliver
Produced and developed UI components rooted in compassionate care storytelling, including hand-drawn icons, conversational CTAs, and gentle motion
Built in session path tracking and metadata capture to provide the sales team with valuable behavioral insights
Executed comprehensive QA, accessibility audits (WCAG 2.1 AA), and CMS training for in-house management
The Action
The organization needed a digital experience that reflected its continuum of care and connected users (patients, donors, and professionals) with the right services and information in an intuitive manner.
Brand & Business Immersion: Workshops with Rosecrance stakeholders explored vision, values, and strategic priorities.
User Immersion & Technical Research: Conducted a full audit of the existing platforms, including technical infrastructure, current content performance, and analytics to identify pain points and opportunities.
Content Mapping: A unique “content anatomy” process aligned user mindsets with service content needs to identify gaps and redundancies.
With requirements established, the team explored how Rosecrance’s brand could be brought to life through digital experience and visual language.
Visual Concepting: Explored multiple design expressions, grounded in brand strategy. Each was tested against usability heuristics and stakeholder feedback.
SEO Strategy Integration: SEO analysis from the audit phase informed design and content direction to preserve existing rankings and grow visibility.
Visual and content strategies converged into comprehensive UI systems and modular templates to support scalable growth.
UI Component System: Designed flexible UI components and responsive page templates.
Content Design: Collaborated with Rosecrance on content creation, updating, or drafting ~50 pages tailored to audience mindsets.
UX Writing & Accessibility: Language and interaction design ensured clarity and ADA/WCAG compliance.
Deliverables: Design system, high-fidelity layouts, editorial, and accessibility guidelines
Reaching hearts, changing minds.
The art direction reflects the brand’s identity through thoughtful imagery of serene landscapes and supportive community scenes, reinforcing themes of hope and healing.
Results (First 4 Months):
+14%
Organic Sessions
+178%
Average Session Duration
+296%
Form Submissions & Inbound Calls
Enhanced lead context via metadata passed through forms
Summary of Rosecrance.org
I led the UX strategy and design execution for the complete re-architecture of Rosecrance’s digital experience, consolidating eight fragmented sites into a single, accessible platform. I guided discovery sessions, designed a modular UI system, oversaw user testing, and contributed to a launch that increased user engagement and conversions significantly within the first quarter post-launch. In addition, worked on the updated creative guidelines and the company’s new look and feel for all of the departments.
