Building SimplePractice's web experience for brand and growth

SimplePractice is a web-based electronic health record software for health and wellness professionals. As a web experience designer, my work spanned designing core marketing pages, campaign landing pages, crafting modular components, and visual designs that balances visual storytelling with business goals to drive growth.

23%

increase in trial sign ups after the rebrand

15+

redesigned core webpages

64%

increase in trial sign ups from promotional campaign

SimplePractice's in-house design team collaborated with an external agency to create a new web design system. I was brought on to implement the new system, working cross-functionally with the brand and web marketing managers to launch the new styles, components, and pages.

Some of the core marketing pages I designed includes:

  • About Us page

  • Feature detail pages

  • Specialty pages

  • Careers page

  • Customer Stories page

  • Events page

This brand refresh modernized SimplePractice's digital presence, creating a more professional aesthetic that resonates with healthcare practitioners.

The Rebrand

Purpose-driven campaigns

In addition to core marketing pages, I designed campaign landing pages for key moments. This included World Mental Health Day, which elevated SimplePractice's voice in the mental health space, and Small Business Saturday to drive new customer acquisition.

For the Small Business Saturday campaign, the design combined strong branding with discount messaging and urgency, which resulted in a 64% increase in sign-up rates.

Optimizing for conversion

Beyond designing core web pages and campaigns, I focused on conversion optimization, both refining existing pages and designing new ones with performance as a priority.

Collaborating with the growth team, I created conversion-focused landing pages for prospects and designed A/B test variants to experiment with different design layouts, imagery, interactivity, and value propositions.

Whenever I design a new page, I try and reuse as many existing components as possible. Not only would this reduce development efforts, but it would also help establish familiar patterns for the user.

However, not all pages can be built using existing components so I often design and develop net-new components tailored to specific needs. Since some landing pages weren’t yet represented in our design system, I created a new set of components and contributed them back to the web design component library.

Creating new components

Feature gallery component that highlights SimplePractice’s core functionality that’s visual, intuitive, and conversion-friendly.

Once a design has gone through multiple rounds of review with stakeholders, and has been validated through real page implementations, it gets added to the web component library.

Impact

This work delivered measurable impact across three key areas:

  • Conversion & Growth:

    • The rebrand generated an increase in trial sign-ups by 23%, lead capture rates by 37%, and CTA engagement rates by 13%.

    • Campaign-specific optimization, like Small Business Saturday, drove an additional 64% increase in sign-up rates YoY.

  • Brand Elevation:

    • 15+ redesigned core pages modernized SimplePractice's digital presence and strengthened credibility with healthcare practitioners

  • Scalable Systems:

    • Expanded component library and design workflows that accelerate future development while maintaining consistency