Project: AmenClinics - MK Way | Saving the digital space from bad design

Tools Used

Amen Clinics is a leading psychiatry clinic renowned for its unique approach to mental health treatment using SPECT (Single Photon Emission Computed Tomography) imaging to diagnose and treat various conditions. They approached MK-Way with a significant issue: their website was overly complex and difficult for users to navigate.  

After reviewing the website, we identified that they needed a complete navigation and information architecture redesign to better serve their audience and meet their business goals.

Client — Amen Clinics
Location — US / 11 Locations
Industry — Mental Health

Scope:

Research
UX Design

Our primary challenge was to precisely identify and distill the vast amount of technical and scientific information into content that resonated with Amen Clinics’ target audience. We needed to create a streamlined and intuitive menu and sitemap that aligned with both the clinic’s business goals and the expectations of their visitors.

This required a deep understanding of user behavior, advanced information architecture strategies, and effective content curation to ensure a seamless and engaging user experience.

The first step was to conduct in-depth stakeholder interviews to identify their pain points and business goals, as well as to gather more information about their brand, history, and audience. The key takeaways from these interviews were:

The primary audience is approximately 60% female, who are often caregivers seeking help for a family member or themselves with a mental health condition. Most people come to Amen Clinics when they have tried many other options.
They wanted to increase calls.
They wanted to focus on the "Amen Clinics Method" as their unique selling point.
They also wanted to accommodate their secondary audience, which includes health providers, lawyers, or individuals seeking mental health support for legal purposes.

The second step was to thoroughly understand Amen Clinics’ services and goals. This involved an in-depth review of their website, industry, and competition. By the end of this phase, we had an extensive understanding of their services, strengths, weaknesses, and opportunities, which led us to develop our strategy.

Strategy

Based on our initial assessment, we developed a comprehensive strategy to address Amen Clinics’ needs, which included: 

Initial Unmoderated Survey: We planned to launch a survey using SurveyMonkey to identify key problematic areas or areas of importance. The results would help us develop a more focused script for subsequent interviews. 
First Round of Moderated, 1:1, 60-minute Interviews: These interviews would be based on questions designed to explore the overall user experience and gather insights to create the first versions of the navigation menu. 
Second Round of Moderated, 1:1, 60-minute Interviews: This round would involve a mix of questions, menu A/B testing, and card sorting exercises. The goal was to finalize the menu, create the information architecture, and provide clarifications based on the research conducted so far.

UX Preparation

Menu Redesign: We created a simplified menu based on the findings from our surveys and interviews. The focus was on using verbiage and categorization that resonated with the audience.
Wireframes: We developed wireframes for the homepage and key pages. These would serve as a basis for discussions and further refinements during interviews.

Survey

We utilized SurveyMonkey and created a survey asking typical questions about the key pages of the website, key elements such as CTA buttons, communication methods, and their overall impression of the website. The results were very informative as they showed us that: 

They strongly expressed they felt overwhelmed by the website. 
The audience felt appalled by the imagery of the website due to lack of diversity, younger age representation, and they overall perceived the smiles and facial expressions of the images as insincere.

Interviews: Round 1

Given the sensitive nature of this project, we avoided using public recruitment tools and instead leveraged our personal network. This approach ensured that participants were 100% representative of Amen Clinics’ target demographics. These interviews confirmed survey insights and provided valuable feedback on branding, visuals, usability, and information architecture. Key takeaways included: 

Users felt overwhelmed and stressed by the current site.
There was a dislike for the imagery due to a lack of diversity and representation.
Users were confused about the services and the Amen Clinics method.
Negative reactions to sales-focused elements like book promotions and a supplements store.
Combined with the name, logo, and specific imagery, the majority of participants reported that the website felt religious or like a “cult.
Participants showed clear preference on submitting a form or texting instead of calling.

Navigation UX Design

Based on the research findings from the initial survey and first round of interviews, we designed two navigation menu options and presented them to the Amen Clinics team. After a collaborative session, we refined the design based on their feedback. Additionally, based on our previous research, we were able to identify “Homepage,” “Our Approach,” and “Condition” as the main priority pages.

Interviews: Round 2

This round involved: 

Questions: Delved deeper into participants’ preferences for slogans, terms, tools, and features.
A/B Menu Testing: Confirmed the preferred navigation menu.

Card Sorting: This helped us understand how users categorize information, leading to a more intuitive information architecture. The purpose of the card sorting exercise was to understand their audience’s mental models through the ways they would choose to categorize the cards they were provided with. The groupings and the order they would choose to arrange the cards would help us develop the information architecture that aligns with their expectations.   

Initially, we wanted to use a UX research tool such as Optimal Workshop or UXTweak, as we’ve done in other projects, but wanting to also include images, design, and possibly videos on the cards, we created a custom card sorting test using Trello because most tools do not offer the feature of including elements to the cards.Based on the research findings from the initial survey and first round of interviews, we designed two navigation menu options and presented them to the Amen Clinics team. After a collaborative session, we refined the design based on their feedback. Additionally, based on our previous research, we were able to identify “Homepage,” “Our Approach,” and “Condition” as the main priority pages.

UX Design - Final Deliverables

New Menu: A streamlined, user-friendly navigation menu designed to accommodate both primary and secondary audiences. 
Sitemap: A clear and logical structure for the website’s main pages. 
Recommendations Summary: Detailed suggestions on visual design, conversions, menu structure, and key pages based on our research findings.

Why We’re Proud

We’re incredibly proud to have provided Amen Clinics with profound and actionable insights into their audience and their expectations. Our research extended far beyond just redesigning the menu and sitemap; it helped us develop a comprehensive understanding of their buyer persona.  

This deep dive allowed us to offer a robust framework that guides the clinic in developing their vocabulary, slogans, information flow, content types, and the visual aspects of their brand.

Before

After

20% MORE FOR BELIEVE

We believe in value. Value that makes the difference in your results, without the uncomfortable conversation to upsell an extra item with a price tag. MK-Way regularly goes above and beyond because we genuinely care about the people we work with. Here are a few value-added items that we prepared for Believe as our way of showing our appreciation for their business.