The National Suicide Prevention Lifeline is a United States-based suicide prevention network of 161 crisis centers that provide free, 24/7 support to anyone in suicidal crisis or emotional distress.
Brllnt collaborated with MadexWe to turn the network’s unresponsive and massive website into a easy-to-navigate digital lifeline.
Objective || Enhance the online experience for users by simplifying messaging and functionality.
Role: Creative Direction | UX Design
Deliverable: New Website
Date: Spring 2016
This project involved adhering to a long-standing brand guide and collaborating with passionate stakeholders. Our first objective was to design a verbal and visual language for their new digital platform to improve how they communicated appropriate resources to each type of visitor, including those seeking help, providers and professionals, and volunteers or donors. By adding new, more-vibrant colors to the brand palette, combined with friendly illustrations and imagery that celebrated diversity, we successfully designed a platform that felt safe, approachable, and welcoming to a wider audience.
The purpose of Lifeline’s website is to provide a literal lifeline to those seeking assistance, support, and care during a critical time of need — either for themself or a loved one. Immediate actions items and resources needed to be obvious and easy to locate, meaning an intuitive flow and fast load times were critical components. During our discovery, we found that users experienced tremendous anxiety when deciding to call for help or understanding what would happen during a phone call.
The navigation language selected is intentional, clear, and action-orientated (“Get Help” “Learn” “Get Involved”) to quickly identify where users can get the help they need. The toll-free phone number is prominently displayed through the site and serves as a constant reminder that it’s there for users at anytime. Advice and friendly illustrations educated users about the hotline process.
Next, we designed a grid of options that navigated users to additional resources that addressed specific struggles.
We found that positioning survivor stories under the main calls-to-action alleviated anxiety by providing users with a virtual support network.
We designed separate resource sections specifically targeted to providers and professionals to ensure that a person in crisis did not inadvertently become exposed to content that could be triggering.
It was imperative for the site to also be a space for community, encouragement, safety, and empathy. Survivor’s stories are available on nearly every page to serve as guiding point for users in crisis.
Finally, we designed calming backgrounds for callers to view while waiting for their call to be connected. This one is an animated breathing exercise — give it a try: