Proficio Therapy Site Redesign.
Publicizing a newly formed multi-disciplinary therapy practice through a redesigned web presence
project type.
Public Website
timeline.
3 Months
applied skills.
UI Design
Brand Alignment
Information Architecture
Copywriting
the business goal.
Establish market fit and grow their reputation as a full suite therapy practice
Proficio Therapy Services, a newly merged multi-disciplinary therapy organization offering Speech Therapy, Occupational Therapy, and Applied behavioral analysis (ABA) services sought a new website to publicize the merger and market the new suite of offerings
While the services offered are beneficial to families, they were struggling to resonate with parents using a labguage and tone to communicate the value of their merger, leading to our new opportunity
the website challenge.
Frame the service offerings away from business benefit and towards families
In conversations with company leadership, the tone of voice used to describe the benefits of the merger was highly technical and business-oriented. This made it challenging to comprehend how this merger would positively affect existing customers and attract new ones.
In collaboration with the Leadership stakeholders, we sought to solve the product question: How do we ensure the service experience benefits are understood by and resonate with customers?
the solution.
A window into the brand, culture, and family driven services
The updated Proficio Therapy Services website takes on a ‘service first’ approach by bringing parents into the conversation of what services are offered, how they are executed, and what the tactical benefits are to them and their families
The website provides individualized pages highlighting Proficio’s processes and methodologies to ensure transparency, and builds confidence and credibility among potential and exisiting customers
aligning the mission
How might we grow Proficio’s reputation in the marketplace?
We needed to document the customer benefits
I conducted weekly working sessions with the business stakeholders
We sought to better understand the performance impacts the current master data workflow was having, focusing on request completion, data accuracy, error resolution, and
After speaking with the business leaders, our We aligned on 3 marketable benefits:
expanded service offerings.
the master data team recieved thousands of requests in highly variable formats
wider customer reach.
Proficio has adopted additional clinics to grow their reach beyond Northern California
larger therapy teams.
Through the merger, staff and on-site personnel have increased to accommodate expanded service
defining the voice.
How can we better convey these services to families?
We needed to speak like a parent
I facilitated a series of collaborative whiteboarding sessions with the company leaders to foster conversation around “Empathizing with families”. The goal was to transform the business language of their benefits into a more approachable and empathetic brand voice.
Together we engaged in competitive analysis to understand common messaging and copywriting strategies within the industry, image association to refine the brands visual direction, and word association to drill down into our core language principles.
We sought to better understand the performance impacts the current master data workflow was having, focusing on request completion, data accuracy, error resolution, and
use family-oriented language.
When highlight service offerings, ensure the language is friendly, approachable, and the potential impact can be felt
share the processes.
Go in-depth on processes and methodologies to build trust and credibility among parents and families
be an information hub.
Provide families useful and relevant information such as research studies and insurance terminology
mapping the site.
Building alignment on the site experience
Leadership design sessions
Design reviews with the company leaders provided a forum for iteration, where we discussed page organization, content flow, and layout design to ensure all key information was easily accessible, and added new pages as needed to carry over and properly represent information from all partner company websites.
site features.
Visually defining the brand, culture, and service offerings
service-focused material.
Highlighting assessment and therapy processes
When designing the revamped assessment experience, our team introduced new patterns to scale worklfow processes
Individual service pages were created to provide customers with a high level overview of what the service covers, a summary of Proficio’s methodology, and what capabilities the therapists are experts in
clinic-focused material.
Showcasing amennities, equipment, and staff
When designing the revamped assessment experience, our team introduced new patterns to scale worklfow processes
Assessment navigation is very open, allowing users to switch between pages and sections, and complete tasks ad-hoc. Our navigation UI had to make make switching easy, grouping pages together to afford this fucntionality.
resources and information.
Educating and informing families and customers
When designing the revamped assessment experience, our team introduced new patterns to scale worklfow processes
For new or potential customers, the team compiled relevant links and important research studies which would help to contextualize the service offerings for their families
© 2026 PAVAN RADHAKRISHNAN
Proficio Therapy Site Redesign.
Publicizing a newly formed multi-disciplinary therapy practice through a redesigned web presence
project type.
Public Website
timeline.
3 Months
applied skills.
UI Design
Brand Alignment
Information Architecture
Copywriting
the business goal.
Establish market fit and grow their reputation as a full suite therapy practice
Proficio Therapy Services, a newly merged multi-disciplinary therapy organization offering Speech Therapy, Occupational Therapy, and Applied behavioral analysis (ABA) services sought a new website to publicize the merger and market the new suite of offerings
While the services offered are beneficial to families, they were struggling to resonate with parents using a labguage and tone to communicate the value of their merger, leading to our new opportunity
the website challenge.
Frame the service offerings away from business benefit and towards families
In conversations with company leadership, the tone of voice used to describe the benefits of the merger was highly technical and business-oriented. This made it challenging to comprehend how this merger would positively affect existing customers and attract new ones.
In collaboration with the Leadership stakeholders, we sought to solve the product question: How do we ensure the service experience benefits are understood by and resonate with customers?
the solution.
A window into the brand, culture, and family driven services
The updated Proficio Therapy Services website takes on a ‘service first’ approach by bringing parents into the conversation of what services are offered, how they are executed, and what the tactical benefits are to them and their families
The website provides individualized pages highlighting Proficio’s processes and methodologies to ensure transparency, and builds confidence and credibility among potential and exisiting customers
aligning the mission
How might we grow Proficio’s reputation in the marketplace?
We needed to document the customer benefits
I conducted weekly working sessions with the business stakeholders
We sought to better understand the performance impacts the current master data workflow was having, focusing on request completion, data accuracy, error resolution, and
After speaking with the business leaders, our We aligned on 3 marketable benefits:
expanded service offerings.
the master data team recieved thousands of requests in highly variable formats
wider customer reach.
Proficio has adopted additional clinics to grow their reach beyond Northern California
larger therapy teams.
Through the merger, staff and on-site personnel have increased to accommodate expanded service
defining the voice.
How can we better convey these services to families?
We needed to speak like a parent
I facilitated a series of collaborative whiteboarding sessions with the company leaders to foster conversation around “Empathizing with families”. The goal was to transform the business language of their benefits into a more approachable and empathetic brand voice.
Together we engaged in competitive analysis to understand common messaging and copywriting strategies within the industry, image association to refine the brands visual direction, and word association to drill down into our core language principles.
We sought to better understand the performance impacts the current master data workflow was having, focusing on request completion, data accuracy, error resolution, and
use family-oriented language.
When highlight service offerings, ensure the language is friendly, approachable, and the potential impact can be felt
share the processes.
Go in-depth on processes and methodologies to build trust and credibility among parents and families
be an information hub.
Provide families useful and relevant information such as research studies and insurance terminology
mapping the site.
Building alignment on the site experience
Leadership design sessions
Design reviews with the company leaders provided a forum for iteration, where we discussed page organization, content flow, and layout design to ensure all key information was easily accessible, and added new pages as needed to carry over and properly represent information from all partner company websites.
planning the website.
Visually defining the brand, culture, and service offerings
service-focused material.
Highlighting assessment and therapy processes
Individual service pages were created to provide customers with a high level overview of what the service covers, a summary of Proficio’s methodology, and what capabilities the therapists are experts in
clinic-focused material.
Showcasing amennities, equipment, and staff
Assessment navigation is very open, allowing users to switch between pages and sections, and complete tasks ad-hoc. Our navigation UI had to make make switching easy, grouping pages together to afford this fucntionality.
resources and information.
Educating and informing families and customers
For new or potential customers, the team compiled relevant links and important research studies which would help to contextualize the service offerings for their families
Proficio Therapy Site Redesign.
Publicizing a newly formed multi-disciplinary therapy practice through a redesigned web presence
project type.
Public Website
timeline.
3 Months
applied skills.
UI Design
Brand Alignment
Information Architecture
Copywriting
the business goal.
Establish market fit and grow their reputation as a full suite therapy practice
Proficio Therapy Services, a newly merged multi-disciplinary therapy organization offering Speech Therapy, Occupational Therapy, and Applied behavioral analysis (ABA) services sought a new website to publicize the merger and market the new suite of offerings
I was approached to partner with company leadership to strategize a refined visual identity and tone of voice for the company, as well as design a new website to market the company mission, available services, and clinical locations
the website challenge.
Frame the service offerings away from business benefit and towards families
In conversations with company leadership, the tone of voice used to describe the benefits of the merger was highly technical and business-oriented. This made it challenging to comprehend how this merger would positively affect existing customers and attract new ones.
In collaboration with the Leadership stakeholders, we sought to solve the product question: How do we ensure the service experience benefits are understood by and resonate with customers?
the solution.
A window into the brand, culture, and family driven services
The updated Proficio Therapy Services website takes on a ‘service first’ approach by bringing parents into the conversation of what services are offered, how they are executed, and what the tactical benefits are to them and their families
The website provides individualized pages highlighting Proficio’s processes and methodologies to ensure transparency, and builds confidence and credibility among potential and existing customers
aligning the mission
How might we grow Proficio’s reputation in the marketplace?
We needed to document the customer benefits
I conducted weekly working sessions with the business stakeholders
In these sessions, we discussed the many benefits that came from merging, and aimed to reframe their business benefit into customer experience gains that could be used as marketing material and vocal strategy
After speaking with the business leaders, our We aligned on 3 marketable benefits:
expanded service offerings.
Proficio clinics will now be outfitted with staff, material, and stations needed for all 3 provided services
wider customer reach.
Proficio has adopted additional clinics to grow their reach beyond Northern California
larger therapy teams.
Through the merger, staff and on-site personnel have increased to accommodate expanded service
defining the voice.
How can we better convey these services to families?
We needed to speak like a parent
I facilitated a series of collaborative whiteboarding sessions with the company leaders to foster conversation around “Empathizing with families”. The goal was to transform the business language of their benefits into a more approachable and empathetic brand voice.
Together we engaged in competitive analysis to understand common messaging and copywriting strategies within the industry, image association to refine the brands visual direction, and word association to drill down into our core language principles.
We discussed how these benefits will have a tangible impact on families, and what therapy experience and environment Proficio offers that can be felt by families and community, and aligned on 3 core language principles to inform our copy going forward:
use family-oriented language.
When highlight service offerings, ensure the language is friendly, approachable, and the potential impact can be felt
share the processes.
Go in-depth on processes and methodologies to build trust and credibility among parents and families
be an information hub.
Provide families useful and relevant information such as research studies and insurance terminology
mapping the site.
Building alignment on the site experience
Leadership design sessions
Design reviews with the company leaders provided a forum for iteration, where we discussed page organization, content flow, and layout design to ensure all key information was easily accessible, and added new pages as needed to carry over and properly represent information from all partner company websites.
site features.
Visually defining the brand, culture, and service offerings
service-focused material.
Highlighting assessment and therapy processes
Individual service pages were created to provide customers with a high level overview of what the service covers, a summary of Proficio’s methodology, and what capabilities the therapists are experts in
clinic-focused material.
Showcasing amenities, equipment, and staff
Clinic pages were created to highlight the facilities, equipment, and staff at each location, as well as testimonials from customers and links schedule appointments
resources and information.
Educating and informing families and customers
For new or potential customers, the team compiled relevant links and important research studies which would help to contextualize the service offerings for their families