Designing a streamlined upgrade journey
OVERVIEW
Ria Health is an online alcohol treatment program. As Ria Health's audience and business goals shifted, we found ourselves refining its current strategy along with the look of the brand.
We began offering users the option to start medication only and an option to fully upgrade to Ria’s core program: Comprehensive Care. As a result, I had the privilege of designing a conversion-focused landing page that encouraged existing medication subscribers to explore Ria Health's comprehensive care program.
CLIENT
Ria Health
LEAD DESIGNER
Brand strategy
Web design + visual assets
Content Strategy
Copywriting
Bringing the full care model into focus
The landing page needed to clearly demonstrate how counseling, coaching, and ongoing medical support work together with medication to create a more effective treatment experience—without overwhelming users with information.
Project goals:
• Benefit-driven content hierarchy to strengthen information hierarchy
• Consistent branding and tone across print and digital
• Responsive, WCAG accessible, UX best practices
Creating a direct path to care
One of the ways I was able to drive users to the landing page was to create a 6"x4" card insert inside member's medication boxes. The two-sided insert allowed users to navigate via URL or QR code to the landing page where they could learn how the app, breathalyzer, coaching, and ongoing medical support could help them achieve better long-term outcomes alongside medication.
Designing a cohesive landing page experience
I streamlined existing content and focused on the visual design of both the landing page and card insert. Many of Ria Health’s existing landing pages were built with outdated brand templating and implemented with a band-aid approach.
For members upgrade journey, it was important to bring the brand into focus to signal trust and authority in the telehealth space.
