Black Dog Institute

Forging a new path for mental health

Overview

The Black Dog Institute is one of Australia’s most respected medical research institutes and a global leader in mental health and suicide prevention, trialling and developing innovative training programs, clinical services, resources and digital tools. With a broad range of end-users, Black Dog Institute identified the need to deliver a truly personalised user experience across their digital channels. Adrenalin’s overarching approach for the website project was executed on a foundation of user-centricity and long-term scalability with principles of customer engagement, mobility and task-efficiency at the core. Adrenalin executed a cutting-edge user experience that provides visitors with fast and easy access to information with a cohesive and clear narrative.

What we did

Digital product strategy
User research
Customer journey mapping
Prototyping & MVP
Web & mobile design
Data & analytics
eCommerce Integration
Enterprise website development

+1M

Interactions with mental health questionnaires since launch

CRO

Exceeded Conversion Targets

UX

Optimised Customer Journeys

Research-driven insights

As an agency, we place customer experience at the heart of everything we create. Extensive research was undertaken, including a series of moderated focus groups with target audiences including “help seekers”, researchers, healthcare professionals and workplace mental health advocates. These qualitative sessions were crucial for us to understand the main drivers throughout the customer journey cycle. User-centred design activities included persona development, experience maps, customer journeys, as well as usability laboratory testing against early-stage wireframes. Persuasive architecture was paramount, facilitated through a fanatical approach to user-centred design. A comprehensive multivariate testing campaign against early-stage wireframes, ensured the information and content layout across the new digital platforms and transactional fundraising processes achieved optimal outcomes.

Beautiful visual design

Combining beautiful visual design with cutting-edge user experience, the new Black Dog Institute site provides visitors with fast and easy access to information with a cohesive and clear narrative. The website was built to ensure the Black Dog Institute point of difference was clear and cohesive - helping to reduce the incidence of mental illness and suicide through their research-led approach to service, training and program delivery.

Driving conversion optimisation

We crafted conversion-optimised donation journeys for Black Dog Institute including clear, compelling calls-to-action, streamlined transactional processes and persuasive content structures that guide potential donors through a seamless conversion funnel.

Black Dog Institute Website Quick links feature

Seamless user paths with on-site personalisation

Robust UX workshops were facilitated to capture a deep understanding of all business and user aspects and were translated into a website that allows visitors to access personalised insights. The ability for a returning visitor to the Black Dog Institute to personalise their journey and prioritise content allows for a relevant, engaging and enhanced user experience. The analytics generated around content consumption and behavioural profiling has allowed access to deep meaningful insights for Black Dog Institute to continually learn from and improve the user experience.