Amen Clinics
Health & Wellness
UX Research


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.


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.

Success Factors

01/ The Right Strategy

Our extensive experience in handling complex systems enabled us to identify the core issues and develop an effective research strategy and action plan. This approach allowed us to deliver the necessary solutions within budget and on schedule, saving the client more than 50% compared to other agencies’ offers.

02/ In-Depth User Research

Success hinged on asking the right questions to the right people. Our targeted recruiting, strategic interview scripts, and comprehensive research steps provided deep insights into the audience’s needs, preferences, and pain points.

03/ Collaborative Approach

Working closely with the Amen Clinics team, including their Creative Director Chris, ensured that our redesign efforts were perfectly aligned with their business goals and brand identity. This collaboration was key to the project’s success.

Audit & Excavation

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 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.

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Our Solutions


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

  1. 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.

  2. First Round of Moderated 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.

  3. Second Round of Moderated 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.
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UX Preparation

  1. 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.

  2. Wireframes: We developed wireframes for the homepage and key pages. These would serve as a basis for discussions and further refinements during interviews.


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:

  1. They strongly expressed they felt overwhelmed by the website.

  2. 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.


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.

Second Round Interviews

This round involved:

  1. Questions: Delved deeper into participants’ preferences for slogans, terms, tools, and features.
  2. 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.

UX Design - Final Deliverables

  1. New Menu: A streamlined, user-friendly navigation menu designed to accommodate both primary and secondary audiences.

  2. Sitemap: A clear and logical structure for the website’s main pages.
  3. 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.

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