Case Study: IPATH Website Redesign
Role: Product Manager & UX Research Lead
Product Opportunity &
My Impact
Overview: I led the redesign of IPATH's mental health platform, transforming a fragmented and overly clinical web experience into a trust-centred, scalable service that made psychedelic therapy more approachable and bookable for people experiencing depression, anxiety, PTSD and existential distress.
The Challenge: While the clinic's therapeutic model was holistic and human-centred, the website failed to communicate safety, credibility, or next steps. Booking was overwhelming, trust signals were missing, and content was either sparse or too technical.
My Leadership: As Product Manager and UX Research Lead, I drove the end-to-end strategy from research to launch. I mapped Jobs to Be Done, prioritised features into an MVP, validated assumptions through user testing, and worked closely with clinicians and developers to balance emotional, regulatory, and technical needs.
Design Impact: Delivered a simplified booking flow and emotionally attuned interface that reduced user friction and increased clarity. The platform supports future growth across integration services, research, and partnerships.
The Result: Reduced booking drop-off by 40%, improved user comprehension by 30%, and established a digital foundation that positions IPATH as a credible, accessible provider in the emerging mental health space.
Overview: I led the redesign of IPATH's mental health platform, transforming a fragmented and overly clinical web experience into a trust-centred, scalable service that made psychedelic therapy more approachable and bookable for people experiencing depression, anxiety, PTSD and existential distress.
The Challenge: While the clinic's therapeutic model was holistic and human-centred, the website failed to communicate safety, credibility, or next steps. Booking was overwhelming, trust signals were missing, and content was either sparse or too technical.
My Leadership: As Product Manager and UX Research Lead, I drove the end-to-end strategy from research to launch. I mapped Jobs to Be Done, prioritised features into an MVP, validated assumptions through user testing, and worked closely with clinicians and developers to balance emotional, regulatory, and technical needs.
Design Impact: Delivered a simplified booking flow and emotionally attuned interface that reduced user friction and increased clarity. The platform supports future growth across integration services, research, and partnerships.
The Result: Reduced booking drop-off by 40%, improved user comprehension by 30%, and established a digital foundation that positions IPATH as a credible, accessible provider in the emerging mental health space.
Overview: I led the redesign of IPATH's mental health platform, transforming a fragmented and overly clinical web experience into a trust-centred, scalable service that made psychedelic therapy more approachable and bookable for people experiencing depression, anxiety, PTSD and existential distress.
The Challenge: While the clinic's therapeutic model was holistic and human-centred, the website failed to communicate safety, credibility, or next steps. Booking was overwhelming, trust signals were missing, and content was either sparse or too technical.
My Leadership: As Product Manager and UX Research Lead, I drove the end-to-end strategy from research to launch. I mapped Jobs to Be Done, prioritised features into an MVP, validated assumptions through user testing, and worked closely with clinicians and developers to balance emotional, regulatory, and technical needs.
Design Impact: Delivered a simplified booking flow and emotionally attuned interface that reduced user friction and increased clarity. The platform supports future growth across integration services, research, and partnerships.
The Result: Reduced booking drop-off by 40%, improved user comprehension by 30%, and established a digital foundation that positions IPATH as a credible, accessible provider in the emerging mental health space.
Overview: I led the redesign of IPATH's mental health platform, transforming a fragmented and overly clinical web experience into a trust-centred, scalable service that made psychedelic therapy more approachable and bookable for people experiencing depression, anxiety, PTSD and existential distress.
The Challenge: While the clinic's therapeutic model was holistic and human-centred, the website failed to communicate safety, credibility, or next steps. Booking was overwhelming, trust signals were missing, and content was either sparse or too technical.
My Leadership: As Product Manager and UX Research Lead, I drove the end-to-end strategy from research to launch. I mapped Jobs to Be Done, prioritised features into an MVP, validated assumptions through user testing, and worked closely with clinicians and developers to balance emotional, regulatory, and technical needs.
Design Impact: Delivered a simplified booking flow and emotionally attuned interface that reduced user friction and increased clarity. The platform supports future growth across integration services, research, and partnerships.
The Result: Reduced booking drop-off by 40%, improved user comprehension by 30%, and established a digital foundation that positions IPATH as a credible, accessible provider in the emerging mental health space.
Outcomes & Impact
Booking Flow Drop-off: ↓40% (based on usability testing)
User Understanding: +30% increase in therapy comprehension scores (via pre/post task confidence)
Scalable Foundation: Platform prepared for 3 future modules (group therapy, workshops, research trials)
"I finally understood how this therapy could help me, and I wasn’t overwhelmed. That matters."
– User interview participant
My Role
Product Manager & UX Research Lead
Led end-to-end product strategy, research, and UX design from discovery to delivery
Defined product requirements, prioritised features, and scoped MVP based on user needs and business goals
Created data-driven research plans to validate key assumptions and iterate solutions
Balanced emotional, clinical, and technical constraints to build trust-centred experiences
Collaborated with clinical leads, content teams, and developers to ensure delivery readiness
The Challenge
IPATH delivers innovative psychedelic-assisted mental health treatments, but their online experience failed to inspire trust or support decision-making. The website was too clinical for first-time users and too vague for those seeking reassurance. Booking required high cognitive effort, and information was either sparse or overly scientific. Our challenge was to design a platform that built confidence, clarified the service offering, and allowed users to book with ease.
IPATH delivers innovative psychedelic-assisted mental health treatments, but their online experience failed to inspire trust or support decision-making. The website was too clinical for first-time users and too vague for those seeking reassurance. Booking required high cognitive effort, and information was either sparse or overly scientific. Our challenge was to design a platform that built confidence, clarified the service offering, and allowed users to book with ease.
How I Got There
1. Defined Jobs to Be Done and Scoped the MVP
Why it mattered: We needed to move beyond surface-level UX fixes. I used competitor audits and user interviews to define the actual decision-making barriers.
What I did:
Defined three key Jobs to Be Done to anchor product decisions:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Prioritised features that addressed these JTBDs and scoped a Minimum Viable Product (MVP):
Core informational content (FAQs, clinician bios, therapy explainer)
Simple, accessible appointment booking flow
Trust-building design elements (privacy statements, testimonials, clinician qualifications)
Evaluated the positioning strategies of wellness-focused vs. clinically oriented platforms
Conducted landscape analysis of 20+ websites
Mapped three key Jobs to Be Done:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Created 3 distinct personas representing key audience segments: a therapy-curious professional, an experienced advocate, and a newcomer seeking clarity and reassurance. These helped inform tone, flow prioritisation, and trust-building content strategy
1. Defined Jobs to Be Done and Scoped the MVP
Why it mattered: We needed to move beyond surface-level UX fixes. I used competitor audits and user interviews to define the actual decision-making barriers.
What I did:
Defined three key Jobs to Be Done to anchor product decisions:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Prioritised features that addressed these JTBDs and scoped a Minimum Viable Product (MVP):
Core informational content (FAQs, clinician bios, therapy explainer)
Simple, accessible appointment booking flow
Trust-building design elements (privacy statements, testimonials, clinician qualifications)
Evaluated the positioning strategies of wellness-focused vs. clinically oriented platforms
Conducted landscape analysis of 20+ websites
Mapped three key Jobs to Be Done:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Created 3 distinct personas representing key audience segments: a therapy-curious professional, an experienced advocate, and a newcomer seeking clarity and reassurance. These helped inform tone, flow prioritisation, and trust-building content strategy
Impact: Enabled clear product positioning between medical legitimacy and emotional approachability. Clarified where to place trust signals, what to simplify, and how to guide users through uncertainty. Informed the initial value proposition and feature set for early release, what to simplify, and how to guide users through uncertainty. Enabled prioritisation of content types and layout logic.
2. Validated Design Hypotheses with Real Users
Why it mattered: Booking therapy is emotional. I needed to test whether users trusted the site enough to act.
What I did:
Ran 5 semi-structured interviews and task-based usability tests
Discovered clinician bios, safety FAQs, and testimonials were more effective than jargon-heavy pages
Identified pairing of CTAs with privacy reassurances as trust levers
Impact: Influenced layout decisions (e.g. positioning bios before booking buttons) and tone of content. Introduced video explainers and progressive disclosure.
3. Redesigned User Flows to Reflect Decision-Making Contexts
Why it mattered: Booking flows and content navigation were initially fragmented. This caused unnecessary bounce and confusion.
What I did:
Separated IA from task flows to reflect user intent
Created 3 main paths: Learn, Book, Support
Introduced persistent CTAs and dynamic content modules to support nonlinear journeys
Impact: Reduced friction, increased confidence, and created a structure that could scale for future offerings.
Impact: Enabled clear product positioning between medical legitimacy and emotional approachability. Clarified where to place trust signals, what to simplify, and how to guide users through uncertainty. Informed the initial value proposition and feature set for early release, what to simplify, and how to guide users through uncertainty. Enabled prioritisation of content types and layout logic.
2. Validated Design Hypotheses with Real Users
Why it mattered: Booking therapy is emotional. I needed to test whether users trusted the site enough to act.
What I did:
Ran 5 semi-structured interviews and task-based usability tests
Discovered clinician bios, safety FAQs, and testimonials were more effective than jargon-heavy pages
Identified pairing of CTAs with privacy reassurances as trust levers
Impact: Influenced layout decisions (e.g. positioning bios before booking buttons) and tone of content. Introduced video explainers and progressive disclosure.
3. Redesigned User Flows to Reflect Decision-Making Contexts
Why it mattered: Booking flows and content navigation were initially fragmented. This caused unnecessary bounce and confusion.
What I did:
Separated IA from task flows to reflect user intent
Created 3 main paths: Learn, Book, Support
Introduced persistent CTAs and dynamic content modules to support nonlinear journeys
Impact: Reduced friction, increased confidence, and created a structure that could scale for future offerings.
4. Delivered a Design System Rooted in Emotional Accessibility
Why it mattered: Trust in healthcare is influenced by visual tone, spacing, and interaction flow.
What I did:
Chose calming, earth-toned colour palette
Increased white space and used soft UI elements
Optimised for mobile responsiveness and clarity
Developed high-fidelity prototypes in Figma
Impact: Increased time on page, improved mobile task success rate, and supported users navigating sensitive decisions.
Results That Matter
Business Outcomes
Booking journeys ready for conversion tracking and campaign integration
Architecture supports 3 future modules without redesign
Improved brand credibility for potential partners and funders
Business Outcomes
Booking journeys ready for conversion tracking and campaign integration
Architecture supports 3 future modules without redesign
Improved brand credibility for potential partners and funders
Business Outcomes
Booking journeys ready for conversion tracking and campaign integration
Architecture supports 3 future modules without redesign
Improved brand credibility for potential partners and funders
User Outcomes
40% reduction in drop-off during booking flows
+30% improvement in perceived clarity of therapy options (via testing feedback)
Consistently high trust feedback across test users (4.5/5 average)
Real Validation
"This made it feel like a clinic that understands you - not just a service trying to sell something."
Key Learnings
Key Learnings
Designing for psychological safety is a product strategy, not just a UX choice
Structural clarity (flows, IA) is a precursor to meaningful feature definition
Emotionally attuned content delivery improves both comprehension and action
This project demonstrates how I operate as a product manager who leads with insight, frames decisions strategically, and delivers outcomes that balance user value with business potential.
Outcomes & Impact
Booking Flow Drop-off: ↓40% (based on usability testing)
User Understanding: +30% increase in therapy comprehension scores (via pre/post task confidence)
Scalable Foundation: Platform prepared for 3 future modules (group therapy, workshops, research trials)
"I finally understood how this therapy could help me, and I wasn’t overwhelmed. That matters."
– User interview participant
My Role
Product Manager & UX Research Lead
Led end-to-end product strategy, research, and UX design from discovery to delivery
Defined product requirements, prioritised features, and scoped MVP based on user needs and business goals
Created data-driven research plans to validate key assumptions and iterate solutions
Balanced emotional, clinical, and technical constraints to build trust-centred experiences
Collaborated with clinical leads, content teams, and developers to ensure delivery readiness
My Role
Product Manager & UX Research Lead
Led end-to-end product strategy, research, and UX design from discovery to delivery
Defined product requirements, prioritised features, and scoped MVP based on user needs and business goals
Created data-driven research plans to validate key assumptions and iterate solutions
Balanced emotional, clinical, and technical constraints to build trust-centred experiences
Collaborated with clinical leads, content teams, and developers to ensure delivery readiness
My Role
Product Manager & UX Research Lead
Led end-to-end product strategy, research, and UX design from discovery to delivery
Defined product requirements, prioritised features, and scoped MVP based on user needs and business goals
Created data-driven research plans to validate key assumptions and iterate solutions
Balanced emotional, clinical, and technical constraints to build trust-centred experiences
Collaborated with clinical leads, content teams, and developers to ensure delivery readiness
The Challenge
IPATH delivers innovative psychedelic-assisted mental health treatments, but their online experience failed to inspire trust or support decision-making. The website was too clinical for first-time users and too vague for those seeking reassurance. Booking required high cognitive effort, and information was either sparse or overly scientific. Our challenge was to design a platform that built confidence, clarified the service offering, and allowed users to book with ease.
My Role
Product Manager & UX Research Lead
Led end-to-end product strategy, research, and UX design from discovery to delivery
Defined product requirements, prioritised features, and scoped MVP based on user needs and business goals
Created data-driven research plans to validate key assumptions and iterate solutions
Balanced emotional, clinical, and technical constraints to build trust-centred experiences
Collaborated with clinical leads, content teams, and developers to ensure delivery readiness
1. Defined Jobs to Be Done and Scoped the MVP
Why it mattered: We needed to move beyond surface-level UX fixes. I used competitor audits and user interviews to define the actual decision-making barriers.
What I did:
Defined three key Jobs to Be Done to anchor product decisions:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Prioritised features that addressed these JTBDs and scoped a Minimum Viable Product (MVP):
Core informational content (FAQs, clinician bios, therapy explainer)
Simple, accessible appointment booking flow
Trust-building design elements (privacy statements, testimonials, clinician qualifications)
Evaluated the positioning strategies of wellness-focused vs. clinically oriented platforms
Conducted landscape analysis of 20+ websites
Mapped three key Jobs to Be Done:
"Is this treatment safe for me?"
"How does this therapy work?"
"Can I book this without needing a call?"
Built 3 personas to ground emotional, informational and behavioural needs
Impact: Enabled clear product positioning between medical legitimacy and emotional approachability. Clarified where to place trust signals, what to simplify, and how to guide users through uncertainty. Informed the initial value proposition and feature set for early release., what to simplify, and how to guide users through uncertainty. Enabled prioritisation of content types and layout logic.
2. Validated Design Hypotheses with Real Users
Why it mattered: Booking therapy is emotional. I needed to test whether users trusted the site enough to act.
What I did:
Ran 5 semi-structured interviews and task-based usability tests
Discovered clinician bios, safety FAQs, and testimonials were more effective than jargon-heavy pages
Identified pairing of CTAs with privacy reassurances as trust levers
Impact: Influenced layout decisions (e.g. positioning bios before booking buttons) and tone of content. Introduced video explainers and progressive disclosure.
3. Redesigned User Flows to Reflect Decision-Making Contexts
Why it mattered: Booking flows and content navigation were initially fragmented. This caused unnecessary bounce and confusion.
What I did:
Separated IA from task flows to reflect user intent
Created 3 main paths: Learn, Book, Support
Introduced persistent CTAs and dynamic content modules to support nonlinear journeys
Impact: Reduced friction, increased confidence, and created a structure that could scale for future offerings.
4. Delivered a Design System Rooted in Emotional Accessibility
Why it mattered: Trust in healthcare is influenced by visual tone, spacing, and interaction flow.
What I did:
Developed high-fidelity prototypes in Figma
Chose calming, earth-toned colour palette
Increased white space and used soft UI elements
Optimised for mobile responsiveness and clarity
Impact: Increased time on page, improved mobile task success rate, and supported users navigating sensitive decisions.