Seasonal Affective Disorder Clinical Trial Website
Introduction
A UX Challenge Rooted in Behavioral Psychology
Designing a website for a clinical trial on Seasonal Affective Disorder (SAD) required more than a sleek interface—it needed to build trust, reduce friction, and drive participation.
Challenge: User Groups with Conflicting Needs
The client’s goal was to create a website that:
- Engaged potential trial participants—who often approach clinical trials with skepticism or uncertainty and need clear, accessible information to move forward.
- Appealed to investors & researchers—who need a professional, data-driven presentation to promote the study’s credibility and market potential.
Balancing these vastly different audiences in a single experience was already complex, but an even larger UX friction point emerged early in the project.
Key Insight: Location Matters
Through competitor analysis and past experience designing healthcare recruitment funnels, I identified a critical behavioral barrier—many users would hesitate to begin the pre-screening process if they weren’t sure a trial location was within a reasonable distance.
- Client’s Plan: Location information would be shown after completing pre-qualification.
- My Hypothesis: There will be higher screener completion rates if users confirm logistical feasibility beforehand.
Research Methods & Data
✅ A one-pager of past analytic data provided by the client summarizing recent campaigns.
✅ Competitor Analysis of other clinical trial websites.
✅ Usability Testing with early prototypes on healthcare professionals and patient advocates.
✅ A/B Testing of Key Features to measure friction points and validate UX assumptions.
My Solution
A Strategic UX Compromise
I proposed the following to mitigate drop-off rates while addressing client concerns:
✔ A 'Locations' page to curb form abandonment by letting users check for nearby test sites beforehand.
✔ A strong CTAs ("Check Eligibility") across site to ensure users continued into the funnel.
✔ Post-launch tracking metrics to monitor impact and refine the experience if needed.
Compared to the client's other recent trials, this approach resulted in a 29% decrease in form abandonment. This proved the importance of anticipating real-world user hesitation—before user data is even available.
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Discovery
Understanding the Users
To ground our design decisions in user needs, I conducted extensive research to identify pain points, behaviors, and expectations.
Key User Insights from Research
Clinical Participants (Primary)
- Biggest concerns: Trust in the trial, uncertainty about medical risks, overwhelming jargon.
- Pain points: Lack of clarity on eligibility; difficulty finding nearby trial locations.
- Need to see: Simple language, warm reassurance, easy sign-up steps.
Investors & Researchers (Secondary)
- Biggest concerns: Scientific credibility, clarity on trial phases, financial viability.
- Pain points: Needed data-heavy insights without sifting through too much text.
- Need to see: A clean, authoritative layout, with concise yet persuasive messaging.
UX Strategy & Design Research
Trust Through Design
- Adopted a soft, reassuring color palette (soft yellows and deep greens) to establish credibility while evoking calmness.
- Featured clear, jargon-free language with participant testimonials.
- Included authoritative research citations to reinforce credibility.
Accessibility & Ease of Use
- Mobile-first design to ensure seamless access across devices.
- Step-by-step pre-screening tool to guide users through eligibility.
- Location-based search to quickly find nearby trial centers.
Conversion-Optimized UI
- Strategic CTA placements such as “Do I Qualify?” and “Find a Location.”
- A/B testing of homepage layouts to optimize sign-up rates.
- Progressive disclosure techniques to simplify complex information.
Key Features & Execution
Wireframes & Prototyping
Results & Impact
By the end of the project, the redesigned website successfully addressed participant engagement and investor appeal, delivering measurable results:
Key Success Metrics
Looking specifically at data from the first 90 days, I observed the following results:
📈 29% less form abandonment compared to the client's previous campaign.
📈 18% lower bounce rate across website compared to the previous campaign.
📈 58% increase in engaged sessions compared to the previous campaign.
✔ Mobile-first & ADA-compliant design for accessibility.
✔ Faster pre-screening and sign-up process, leading to improved user retention.
Lessons & Next Steps
What Worked Well
✔ User-driven insights shaped a better experience.
✔ Simplified interactions led to higher conversions.
Future Improvements
🔹 Add video testimonials to further humanize the trial.
🔹 Implement real-time chat support for participant questions.
Final Thoughts
This project reinforced how UX in healthcare isn’t just about usability—it’s about empathy. By anticipating real-world friction points, I was able to create a more inclusive, accessible, and effective digital experience.
Project Schedule
I worked in close partnership with the client through each phase of the project, from initial discovery to final approval.
September 30, 2024
Research
Conducted discovery sessions with the client to define goals, target audience, and market positioning. Analyzed competitors, industry trends, and key insights to inform strategic direction.
October 3, 2024
Prototyping
Developed mood boards, high-fidelity wireframes, and interactive prototypes in Figma to visualize design concepts. Collaborated with the client to refine and finalize their preferred concept.
October 17, 2024
Design
Built the sitemap, configured the tech stack, and implemented SEO-optimized copy for landing pages. Developed custom scripts, integrated plugins, and optimized site functionality for seamless performance.
November 24, 2024
Final Approval
Led final client review to ensure all project elements aligned with expectations and objectives. Secured approval, marking the project's official point of completion.
Showcase
Check out the finished design below.
