Unmind
Workplace mental health platform
As design lead, I tackled the challenge of creating Unmind's first AI experience - transforming a static content app into a conversational mental health coach. We’ve now doubled engagement and positioned the company to serve preventative mental health at scale.
Who is Unmind?
Unmind is a workplace mental health platform helping companies support their people's wellbeing. We started as a self-help app with tools like mood tracking, meditations, and courses, but had bigger ambitions to create a platform flexible enough to meet varying levels of mental health needs.
The problem
[to rewrite] The problem? Only 5% of their leads converted to customers, and existing clients weren't renewing at the rates needed for growth.
Their website wasn't helping. Competitors had clear positioning as EAP replacements while Unmind's value proposition was unclear and still reflected their consumer-wellness roots rather than their full-service mental health platform for organisations.
The root issue was clear: the 2022 rebrand hadn't kept pace with the business. Unmind had evolved significantly, but their visual identity and product positioning was still stuck in startup mode when they needed to look like the established tech company they'd become.
My role
[to rewrite] This project was already well underway when I jumped in to help. However, things had properly gone sideways. The original designer lacked experience with website systems and developer handoffs, there were disagreements among stakeholders about updating the colour palette, and the agency was frustrated with lack of alignment.
Adding to the complexity, the wireframe copy and page flows had already been locked in, and they needed 30+ product visuals to match copy that wasn’t written with imagery in mind. My job was to make sense of it all and work fast.
The starting point
The existing website told the wrong story for Unmind. While functional, it felt more like a consumer wellness platform than a sophisticated B2B solution. The colour palette was too playful for enterprise buyers, the photography was generic lifestyle rather than real workplace scenarios, and the product visuals looked amateur. Combined with unfocused messaging and poor visual hierarchy, it didn't convey the enterprise credibility needed for Fortune 500 boardrooms.
A style refresh
I worked with the team to establish new fonts and colours that better reflected where Unmind was heading. We refined the palette to a few strong colours that felt more professional while keeping Unmind's distinctive yellow as the primary brand colour.
A new photography direction
I created a new photographic style using Visual Electric to generate images that were much more work-focused and aligned with our enterprise positioning.
Product visuals
I established an abstract visual style for product imagery. This helped us create a large library that could complement content across the site and bring the platform to life without relying on interface screenshots that quickly become outdated.
Bringing it all together
With the foundational elements established, I designed various layouts that could flex across different content needs while ensuring the pages felt cohesive and told a clear narrative.
Impact
The September 2024 launch gave Unmind the foundation they needed to tackle their conversion and renewal challenges, while positioning them clearly in the workplace mental health space and giving their marketing team the control they needed to iterate quickly.
The new design system and content approach means they can now update messaging and visuals without external dependencies.