FIDELITY BEHAVIORAL HEALTH
Fidelity Behavioral Health specializes in compassionate intensive outpatient (IOP), mental health therapy, and competancy restoration service in the state of Colorado. As a new business, their ask was to establish an online presence to better market their unique service model. Visit: fidelitybehavioralhealth.com
Industry: Behavioral Health, Wellness
Role: Web Designer, Branding, Print
Duration: 1 month
Synopsis
Fidelity Behavioral Health specializes in compassionate intensive outpatient (IOP), mental health therapy, and competancy restoration service in the state of Colorado. As a new business, their ask was to establish an online presence to better market their unique service model. Visit: fidelitybehavioralhealth.com
Industry: Behavioral Health, Wellness
Role: Web Designer, Branding, Print
Duration: 1 month
Meeting with the client
As a brand new business, there was no data to review or conversion rates to study. In our first client meeting the team outlined goals for website, brand and we reviewed their business model. These are the learning from that initial meeting:
Two Types of Users:
Fideilty caters to a) individuals seeking treatment from chemical dependency and/or mental health and b) justice partners. In our initial meeting we defined justice partners to include judges, forensic assessors, and those working in the cort system. The client highlighted the importance for the website to speak to both of these users.
Emphasis on Competency Restoration:
One of Fidelity's main services is competency restoration, which is the process used when an individual who has been charged with a crime is deemed unfit mentally/intellectually to stand trial. In further research, I learned that criminal defendants ordered to be evaluated and restored to competency have to often times wait in jail. Fidelity Behavioral Health offers a special housing option for clients needing this type of restoration. This not only benefits the individual but the state as a whole.
Current website:
Fidelity created their first website from a Squarespace template without much consideration for design or user experience. Admittedly, the Squarespace site was produced in order to apply for state funding for their business. However we had a conversation about what visual elements they wanted to include in their new web presence. What vibe did they want to portray?
Market Research
The Fines Committee (the organization that generated the grant funding for my client) lists all of the businesses that offer competency restoration as part of their service. Many of these organizations are small and some remain non-profit. Therefore, many of the competitor sites lack any sort of heuristic messaging. Here are some examples of "competitor" websites:
Time Crunch!
The client called back to ask if they could get their website remodel up and running by Monday of the following week, leaving a total 7 days to work on the project. Challenge accepted. With any tight deadline, I like to get organized by listing definitions. What is the goal? Who are the users that need to be reached? What is the story? Here's what that process looked like:
Fidelity Care Model:
the founder shared this images (right) and I was able to take a snap shot. To me, this graphic is gold. This illustrates that their model of care is comprehensive and all-encompasing touching on mental health, housing, chemical addiction treatment and peer support (all areas that contribute to successful rehabilitation).
During our brainstorming session we asked "What if the website directed each user type to their own sub pages. This would allow us to customize the experience, though slighly, for each user type. It might also be worth wile to collect data in the future. Here's the prototype that was produced out of that meeing.
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User Testing
After the initial prototype was produced I sourced five people to complete a "walk a mile". These people were: the clinical director, a peer coach, two individuals who had no ties to the project or business, and finally Lynn who was their funder.
After the having each participant do a "walk" of the website I asked them to recount what they liked, what was confusing or what could use improvement. Here's what we learned:
Changes Based on User Testing Results
The result of user testing was not only edits to copy, but an included section "who we serve" on the home page to make it clear that Fidelity serves both individuals ordered to competency restoration and those who are just seeking behavioral health services (outside of any court obligations).
Visual Assets
Final Launch
Final launch of
Fidelitybehavioralhealth.com included a final copy edit from my PR/Marketing contact, publishing, and then transfering their domain to the new site. This process took a little bit long than anticipated but there was enough time to get the domain tranfered before the client's anticipated conference participation.
Final
Screen Grabs
Final
Justice Partners
Live website and wrap-up
Some learnings and wishlist items from this project are:
1) Start the domain transfer processes immediately.
2) I was able to gather some metrics about their site traffic shortly after launch about user behavior:
Question: With a 58.5% bounce rate and the "About" and "Justice Partners" being the top user flows, are just partners getting the answers they need before leaving the page?
3) If given the chance in the future I would like to do some user testing (A/B testing) to get answers on how we can improve user expereince.
4) Even though user testing showed that users liked the routing page, navigation flows show that it was rarely used. Why is this? I believe we would get rid of this page in future iterations.
View the live website at Fidelitybehavioralhealth.com. I am greatful for the opportunity to establish their design language and web presence. Fidelity has an exciting future ahead of them, and I am excited to partner with them again as they grow.
JONATHAN JAKUBAS
Let's make something beautiful.
Houston, TX
612.200.7786
© 2025 by Jonathan Jakubas
Printed Materials
In preparation for the client's participation in the conference a single page 8.5x11 PDF was produced using the same design language and assets per the client's request.
JONATHAN JAKUBAS