InPractice Psychology
UI/UX Design, Website Design, Branding
Summary
InPractice Psychology is a New York Metropolitan-based therapy practice. Having outgrown their existing website’s design, I was hired to design a new website for them that reflected their growth and brand.
Information
Timeline: 1 year (approximately 3 months with pauses in-between)
Platform: Website
Tools: Figma, Illustrator, HTML, Squarespace
My role: UX/UI Designer
Process
As this job was also a rebranding-assignment, I worked from the concept-up to the final product, working with the client at every step and implementing their feedback at every turn.
The Problem
InPractice Psychology, previously named Dr. Michelle Chung Psychology, was originally a solo practice under the forenamed psychologist. Looking to expand to a group practice for other clinicians, Dr. Michelle Chung needed to change her practice from a personal one to a group brand, starting with her website.
Problem Statement: Dr. Michelle Chung Psychology is currently branded as a solo practice under one psychologist. Her practice’s first impression on new clients and potential clinicians is the website. Without a head-to-toe rebrand, her current practice does not attract other practicing clinicians to apply for positions, limiting the practice’s growth.
Client’s Needs and Goals
Establish a brand that conveys an appropriate aesthetic that matches with Dr. Chung’s methods of practicing mental health.
A group practice has more success in obtaining new clients as well as clinicians who are looking for a position as the practice.
Dr. Chung’s first goals in growing a group practice is to have a larger staff of clinicians and specifically offer work and experience to training psychologists.
The Solution
The most concrete solution to demonstrate a rebrand is to redesign the website. This website would have remade UI that complements the brand’s new aesthetic, new pages that establishes the transition to a group practice, such as new members and provided services, and improved UX and SEO that allows users to easily understand what the practice does and lead to an increase in new clients.
Analyzing the Initial Website
Ideation
The ideation process for this project was primarily competitive analysis. I asked the client for other practices’ websites that appeal to them and analyzed the UI design to see what features and design choices I need to make for their website, along with the improvements I noted in the original review of the initial website.
Competitive Analysis - Navigation Menu
Competitive Analysis - Competing Website Designs
Visual Design
Dr. Chung’s website’s purposes was to provide information about the practice and resources, so the UX flow was very straightforward to design as webpages with appropriate CTAs to connect them.
Low-Fidelity Wireframe
Style Guide
The website’s presentation was especially important to Dr. Chung, as it reflected her clinic’s rebrand. She described her desired brand identity with words like warm, soothing, and sophisticated—aiming for a comforting, relaxing tone rather than a clinical one. Together, we developed a visual style that embodied these qualities.
High-Fidelity Wireframes
Rebranding
While redesigning the website, I also collaborated with Dr. Chung on renaming her practice. We first established boundaries—avoiding location-based terms (e.g., Manhattan, metropolitan) and overly academic language (e.g., equilibrium).
Her goal was to reflect her psychiatry thesis, which emphasized that healing comes from restoring inner balance and continuing personal growth. Rather than aiming for a fixed outcome, her philosophy focuses on equipping clients with tools for ongoing self-improvement. With this in mind, we landed on the name In-Practice Psychology—highlighting active engagement and continuous development.
Logo Design
Final Product
Learnings and Retrospect
Challenged and Takeaways
The biggest challenge in this project was maintaining consistent communication with Dr. Chung over an extended period. Unlike in-house or solo projects, client work often involves delays due to external factors - such as the client being unavailable. Even during inactive phases, it was crucial to stay aligned on the website’s progress. Since project direction can shift over time, I regularly updated Dr. Chung and revisited our goals to accommodate any changes, such as deciding between an internal contact page or a third-party extension.
Although this project had no set timeline, establishing a clear schedule from the start would improve efficiency in the future, especially under deadline-driven conditions.
Research Over Aesthetics
Unlike other design projects, the key to this website’s success was the visual storytelling, but research. Since the main was to inform the users and encourage contact, I focused on understanding what makes a successful psychology practice website - ensuring content, structure, and tone aligned with the brand and met the user needs.
What’s Next?
The website was published in November of 2024, and since then, InPractice Psychology has:
Doubled the number of clinicians staffed, giving opportunities for soon-to-be or recent psychology graduates.
Increased client-rate, having over double the new client intake amount within the first year of the website’s inception.
More media appearances and opportunities, including the creation of parent workshops.