SimplePractice
BRAND IDENTITY UX DESIGN EDITORIAL DESIGN
At SimplePractice, I helped bring to life a platform that empowers 225,000+ therapists to run their own private practices with confidence.
Here’s how I helped build SimplePractice into a complete brand ecosystem:
1. UX Design: responsive landing page design and monthly A/B tests to inform designs with performance metrics
2. Product Design: measurement-based care product features and refinements
3. Brand Design: Landing page, social media, and email marketing design for multi-channel brand campaigns
4. Editorial Design: article illustrations and editorial spreads for award-winning print magazine
RESULTS:
- 19% increase in overall trial sign ups and 168% increase in sign ups after key landing page redesign
- 28.5% increase in email engagement
- 50+ editorial illustrations leading to 350,000+ organic views
UX Design
THE OPPORTUNITY
SimplePractice is more than EHR software—it’s an all-in-one business partner for therapists. The website is a key opportunity to elevate the brand narrative and showcase its full value.
SimplePractice is more than EHR software—it’s an all-in-one business partner for therapists. The website is a key opportunity to elevate the brand narrative and showcase its full value.
THE APPROACH
I redesigned key landing pages with an emphasis on clarity and conversion, refreshed the site’s navigation for smoother discovery, and introduced a more engaging content layout to support storytelling and SEO.
I redesigned key landing pages with an emphasis on clarity and conversion, refreshed the site’s navigation for smoother discovery, and introduced a more engaging content layout to support storytelling and SEO.
THE RESULTS
The refreshed experience decreased bounce rates, improved click-through to key conversion pages, and laid the groundwork for a scalable content strategy that deepened user engagement.
The refreshed experience decreased bounce rates, improved click-through to key conversion pages, and laid the groundwork for a scalable content strategy that deepened user engagement.
Product Design
THE OPPORTUNITY
Measurement-based care is a clinical approach that helps providers track progress and empowers patients to take an active role in their treatment—yet fewer than 20% of U.S. practitioners use it due to implementation barriers (NIH, 2020).
Integrating this feature into the SimplePractice EHR platform would streamline MBC adoption for providers, enhancing accessibility and market differentiation.
Measurement-based care is a clinical approach that helps providers track progress and empowers patients to take an active role in their treatment—yet fewer than 20% of U.S. practitioners use it due to implementation barriers (NIH, 2020).
Integrating this feature into the SimplePractice EHR platform would streamline MBC adoption for providers, enhancing accessibility and market differentiation.
THE APPROACH
Grounded in customer research, I reworked the PHQ-9 survey flow, sharpened language by interviewing a clinical psychologist, and introduced onboarding cues to support adoption and clarity.
Grounded in customer research, I reworked the PHQ-9 survey flow, sharpened language by interviewing a clinical psychologist, and introduced onboarding cues to support adoption and clarity.
THE RESULTS
Within 3 months, 4,478 users adopted the feature (300% over goal), earning an NPS of 87 and expanding access to measurement-based care features for 178K+ providers and 4.4M+ patients.
Within 3 months, 4,478 users adopted the feature (300% over goal), earning an NPS of 87 and expanding access to measurement-based care features for 178K+ providers and 4.4M+ patients.
Brand Design
THE OPPORTUNITY
I saw an opportunity to build deeper trust and brand connection with our therapist community by celebrating therapists and what matters most to them—advocacy, equity, and mental health awareness.
I saw an opportunity to build deeper trust and brand connection with our therapist community by celebrating therapists and what matters most to them—advocacy, equity, and mental health awareness.
THE APPROACH
I pitched and executed a Women’s History Month campaign, and its success opened the door for future brand campaigns tied to cultural moments, including World Mental Health Day and BIPOC Mental Health Month. I partnered closely with marketing, copy, and design to create cohesive, mission-driven stories across email, social, and web.
I pitched and executed a Women’s History Month campaign, and its success opened the door for future brand campaigns tied to cultural moments, including World Mental Health Day and BIPOC Mental Health Month. I partnered closely with marketing, copy, and design to create cohesive, mission-driven stories across email, social, and web.
THE RESULTS
These campaigns drove some of the highest engagement rates of the year and received overwhelmingly positive feedback from our community. The success cemented brand campaigns as a key part of our strategy moving forward.
Editorial Design
THE RESULTS
The articles and print magazine helped position the brand as a trusted, practitioner-first voice in the industry. It sparked higher content engagement across channels, strengthened therapist loyalty, and laid the groundwork for future campaigns focused on community and care.
THE OPPORTUNITY
To deepen trust and engagement with health practitioners, the brand needed a new content experience—one that went beyond marketing and genuinely supported their professional needs.
To deepen trust and engagement with health practitioners, the brand needed a new content experience—one that went beyond marketing and genuinely supported their professional needs.
THE APPROACH
I crafted bespoke article illustrations that elevated long-form content into an inspiring, visually engaging experience. I worked with our content team to publish a print magazine that was mailed to our practitioners, creating a personal and tactile brand experience.
I crafted bespoke article illustrations that elevated long-form content into an inspiring, visually engaging experience. I worked with our content team to publish a print magazine that was mailed to our practitioners, creating a personal and tactile brand experience.
THE RESULTS
The articles and print magazine helped position the brand as a trusted, practitioner-first voice in the industry. It sparked higher content engagement across channels, strengthened therapist loyalty, and laid the groundwork for future campaigns focused on community and care.