POLLY BANERJEE COUNSELING

Designing a Compassionate Digital Experience for Mental Health Services

Duration: 2 weeks

Role: Solo UI/UX Designer & Consultant

Platform: Squarespace

Location: Remote (Client based in Colorado)

The Challenge

Polly Banerjee, a licensed professional counselor specializing in contemplative psychotherapy and chronic pain management, needed a professional online presence that would:

  • Convey warmth and trustworthiness to potential clients seeking mental health support

  • Clearly communicate her unique therapeutic approaches

  • Streamline the consultation booking process

  • Establish credibility while maintaining approachability

Original Website:

The original website failed to establish trust through cohesive design and clear information architecture. Visitors struggled to navigate the therapist's services and specializations, while the absence of a prominent consultation booking CTA created unnecessary barriers to engagement.

My Role

As the sole designer and consultant on this freelance project, I was responsible for:

  • Conducting competitive analysis of therapy practice websites

  • Creating wireframes and design concepts

  • Implementing the design in Squarespace

  • Conducting usability testing

  • Ensuring the site met accessibility standards

Design Process

1. Research & Discovery

Competitive Analysis
I analyzed 8 counseling practice websites in Colorado to understand industry standards and identify opportunities for differentiation.

Key Findings:

  • Most therapy websites felt clinical and impersonal

  • Complex navigation made it difficult to find essential information

  • Booking processes often required multiple steps

  • Limited emotional connection through imagery and copy

User Insights
Through interviews with 5 individuals who had previously sought therapy online, I discovered:

  • Users want to feel an immediate sense of safety and understanding

  • Clear information about specializations is crucial for decision-making

  • The therapist's personal story helps build trust

  • Simple, non-intimidating booking processes reduce anxiety

2. Design Strategy

Visual Direction
I developed a visual language that balanced professionalism with warmth:

  • Color Palette: Soft, nature-inspired tones (sage green, warm beige) to evoke calm and grounding

  • Typography: Clean, readable fonts that feel approachable rather than clinical

  • Imagery: Natural landscapes and authentic photos to reinforce the contemplative approach

  • Logo: Lotus flower symbolizing growth and transformation

Information Architecture
Simplified navigation focused on user goals:

  • Home (immediate connection)

  • Services (clear therapeutic offerings)

  • About (building trust through personal story)

  • Blog (demonstrating expertise)

  • Contact (easy access to booking)

3. Design Solutions

Homepage: Creating Immediate Connection

  • Hero section with warm, professional photo of Polly

  • Clear value proposition about contemplative psychotherapy

  • Prominent "Book a Consultation" CTA

  • Free 20-minute consultation offer to reduce barriers

Services Page: Clear Communication

  • Organized conditions treated in scannable format

  • Three distinct therapy approaches with dedicated sections

  • Visual hierarchy using cards for each therapy type

  • "Learn More" options for deeper exploration

About Page: Building Trust

  • Personal narrative about Polly's journey and qualifications

  • Professional credentials prominently displayed

  • Education and training section for credibility

  • Consistent imagery reinforcing approachability

4. Wireframes & Iteration

Initial Wireframes
[Low-fidelity wireframes showing layout structure]

  • Mobile-first approach ensuring responsive design

  • Clear visual hierarchy

  • Simplified navigation patterns

Design Evolution
Based on feedback from initial concepts:

  • Increased white space for better readability

  • Added more prominent CTAs throughout

  • Incorporated testimonial sections (privacy-compliant)

  • Enhanced mobile navigation experience

5. Usability Testing

Testing Method

  • 5 participants representing target demographics

  • Task-based testing focusing on:

    • Finding specific therapy information

    • Understanding services offered

    • Booking a consultation

    • Learning about the therapist

Key Improvements Based on Testing:

  • Moved consultation booking higher on homepage

  • Added "Hours" information to footer for quick access

  • Clarified virtual-only sessions prominently

  • Included emergency resources disclaimer

Final Design

Visual Design Highlights

  • Cohesive color system creating emotional resonance

  • Professional photography balanced with nature imagery

  • Clear typography hierarchy improving scannability

  • Responsive design optimized for all devices

Key Features Implemented:

  • One-click consultation booking

  • Clear service categorization

  • Accessible contact information

  • Mobile-optimized experience

  • Fast page load times on Squarespace

Results & Impact

Quantitative Metrics (Post-launch, first month)

  • 65% increase in consultation bookings

  • Average session duration: 3:42 (up from industry average of 2:30)

  • Bounce rate reduced by 40%

  • Mobile traffic accounting for 58% of visits

Qualitative Feedback

  • "The website feels welcoming and safe" - New client

  • "I immediately understood what makes Polly's approach unique" - Site visitor

  • "Booking was so simple, it reduced my anxiety about reaching out" - New client