Abide Coaching : Full Project Details

Whole-person coaching for those who don't feel whole...yet!

Role: Sole UX/UI Designer, Researcher, Brand Strategist & Customer Experience Architect

Tools: Figma, Google Workspace, Gemini, Zoom

2024

In today's world, individuals with conditions like ADHD and Autism, who are neurodiverse, often face unique challenges navigating everyday life. This can be especially true when seeking guidance and support. Many traditional coaching resources lack the necessary understanding and inclusivity to truly cater to these specific needs. Recognizing this gap, I spearheaded the complete website redesign and rebranding of Abide Coaching, a coaching service dedicated to empowering neurodivergent adults. This project involved not only the website's user experience but also a holistic brand refresh, encompassing name development, color palettes, logo design, and overall messaging.

Abide Coaching: The Before

The original website, titled "Big Bang Coaching," fell short on several fronts, failing to meet even basic user experience (UX) standards. While these shortcomings could frustrate anyone, the organization of information was particularly unsuited for the target audience of neurodivergent individuals. Unclear language and a cluttered layout made navigating the site a frustrating experience. Clunky navigation further compounded these issues, making it difficult for users to find the information they needed. Crucially, design elements that mimicked hyperlink colors further confused users, particularly those with ADHD who often struggle with processing visual noise. Overall, the website lacked an intuitive structure and felt visually outdated, failing to cater to the specific needs of its neurodiverse clientele.

As someone diagnosed with ADHD myself, I possess a heightened awareness of the challenges neurodivergent individuals face when navigating online spaces. Combined with my design expertise and past work in supporting this community, I recognized a unique opportunity to create a positive impact. This project resonated deeply, offering the chance to contribute to a solution that directly benefits an often overlooked demographic. It was clear that my skills perfectly aligned with the project's goals, and I was eager to transform the website into a valuable resource for Abide Coaching's clients.

The Enigma of VAST: User Confusion and the Quest for Clarity

The website's use of the term "VAST" (Variable Attention Stimulus Trait) presented a unique challenge. During our initial interview, the coach expressed her belief that VAST was a more contemporary and empowering way to describe ADHD. She cited her sources and enthusiasm for the term's potential to lessen feelings of stigma. However, I raised concerns about user familiarity and a specific issue I observed – the website sometimes used VAST and sometimes used ADHD without ever explicitly connecting the two. This inconsistency, in addition to the potential lack of user recognition of VAST itself, could be highly confusing for visitors.

Here, we encountered a potential clash between innovation and user-friendliness. While VAST could represent a progressive approach to framing ADHD, its lack of widespread recognition and inconsistent use could create significant barriers to understanding. I emphasized that "cutting-edge" doesn't always equate to "user-friendly."

To address this, I proposed conducting thorough user research to gauge understanding of the term VAST and the website's overall communication of ADHD-related services. This research would help us determine the best course of action, whether it be bridging the gap with a prominent definition on the homepage, clarifying the connection between VAST and ADHD, or forgoing the use of VAST altogether. The coach, while initially apprehensive, agreed to test our assumptions before moving forward. This collaborative approach ensured that both her vision and user needs would be considered during the redesign.

Diving Deeper: The "About Me" Overload

Beyond the website's overall shortcomings, the "About Me" page presented a specific challenge. The coach's bio, written in a dense and complex style, felt overwhelming to parse through. This was compounded by what appeared to be an endless scroll of listed credentials beneath the bio. While this information is undoubtedly valuable for establishing credibility, its current organization and presentation created a user experience akin to "drinking from a firehose."

Here, we see the owner's desire for transparency and comprehensiveness clashing with user-friendliness. During our initial discussions, she expressed a need to showcase her extensive experience and qualifications. However, her belief that "simplicity equals text" resulted in an overwhelming information dump.

It was crucial to address this concern directly. I explained the concept of information overload and how the current presentation could be intimidating, especially for her target audience. I reassured her that user testing would be conducted to validate my observations and explore alternative methods of presenting her credentials in a clear and engaging way. By prioritizing user-centered design, we could achieve both transparency and a user-friendly experience.

Stakeholder Insights: Understanding Sheila's Vision and Concerns

My initial meeting with Sheila, the owner and coach behind Abide Coaching, proved invaluable. This conversation allowed me to gain a deeper understanding of her vision for the website, her concerns about the redesign process, and the driving force behind her passion.

While initially apprehensive about some of my initial suggestions, Sheila's apprehension was understandable. After all, she wasn't familiar with the intricacies of UX/UI design. To bridge this gap, I emphasized a collaborative approach, assuring her that she would have final say on all decisions.

During our conversation, Sheila's dedication and passion became abundantly clear. She shared her personal story, revealing a deep understanding of the challenges faced by neurodivergent individuals. This personal connection, rooted in her own family's experiences, fueled her desire to create a supportive and empowering space for her clients.

By actively listening and building trust, I was able to establish a strong foundation for the project. Understanding Sheila's vision, both for the website's aesthetics and her overall mission, would be crucial for creating a solution that resonated with both her and her target audience.

Crafting a user-centered solution required a comprehensive research plan.

Here's how I approached this critical stage:

1. Targeted User Research: This phase involved conducting in-depth interviews and usability testing with a diverse group of individuals:

  • Neurodivergent Individuals: Interviews and testing with people who identified as neurodivergent, specifically those with ADHD and Autism, would provide valuable insights into their needs and online behavior.

  • Sheila's Client Base: Understanding the experiences of Sheila's past and present clients was crucial. Interviews and testing with this group helped identify their pain points and preferences when navigating the website to access coaching services.

  • Networking Colleagues: Sheila's connections within professional networking groups offered a valuable perspective. Interviews with these colleagues shed light on industry trends and potential client needs from a coaching perspective.

  • Neurotypical Users: Including a small group of users who identified as not being neurodiverse was important. Usability testing with this group helped ensure the website's design was clear and accessible to a broader audience, including parents of neurodivergent children whom Sheila also coaches.

2. Surveys & Questionnaires: Distributing targeted surveys and questionnaires would allow for broader data collection, gathering information on user demographics, preferences, and online habits from a larger pool.

3. Assumption Validation: Testing initial assumptions regarding terminology like VAST and user understanding of the website's content would be crucial for informing design decisions.

4. Target Audience Research: Delving deeper into Sheila's target demographic was essential. This involved creating detailed user personas and utilizing tools like Google Trends and SEO research to understand user search patterns and industry trends

This research plan combined qualitative research methods like interviews and usability testing with quantitative methods like surveys. By including a diverse range of users, the research aimed to provide a well-rounded understanding of Abide Coaching's target audience and their online behavior. The data collected would further validate or challenge initial assumptions, ultimately laying the groundwork for a user-centered redesign.

Stakeholder Interview Insights:

Client Acquisition: Sheila's primary client base came from referrals, indicating a strong reputation within her network.

Marketing Focus: She expressed a disinterest in traditional or social media marketing strategies, prioritizing a user-friendly website for existing referrals and clients.

Target Audience: Her primary client demographic consisted of adults with ADHD, followed by individuals with Autism. Her third largest serviced demographic were parents of neurodivergent children.

Collective Interview & User Testing Analysis

Client Insights: Frustration and Workarounds

Interviews with Sheila's existing client base provided valuable insights into their experiences with the website. While user testing wasn't conducted with this group due to their familiarity, their feedback was crucial.

Pre-Engagement Frustration: A recurring theme was the frustration clients experienced before engaging with Sheila. Many reported difficulty navigating the website and ultimately resorting to emailing Sheila directly to schedule appointments.

Website as a Barrier: Nearly half of the interviewed clients admitted that if they hadn't received strong recommendations for Sheila's services, the website's shortcomings would have driven them to seek coaching services elsewhere.

Satisfied Clientele: Despite website frustrations, all interviewees expressed high satisfaction with the value and quality of Sheila's coaching services.

Neurotypical User Insights: Aligning with General Usability

Navigation Challenges: Mirroring the experiences of neurodivergent users, participants struggled with website navigation. Completing basic tasks like scheduling appointments or finding contact information proved frustrating. This reinforced the need for a more intuitive and user-friendly design.

Time Investment and Failure: While neurotypical users sometimes took longer than their neurodivergent counterparts while navigating the website, the extra time did not guarantee success. They often still ended up in the wrong sections, highlighting the website's inherent flaws.

Overwhelming Design: Similar to feedback from neurodivergent users, the website's overall design was perceived as cluttered and overwhelming. Users described it as "outdated" and "unprofessional," potentially impacting their perception of Sheila's services.

Neurodivergent User Insights: ADHD and Autism (Sheila’s largest 2 serviced groups)

VAST Unfamiliarity: Similar to industry professionals and clients with ADHD, none of the interviewed neurodivergent individuals recognized or understood the term "VAST." This further confirmed the need to abandon this terminology.

Usability Challenges: User testing revealed significant navigation difficulties for both ADHD and Autistic users. Clients struggled to complete basic tasks like scheduling appointments or choosing between group and individual sessions. This highlighted the website's lack of user-friendliness and the need for a more intuitive design. Neurodivergent users also expressed a preference for a layout that simplifies information processing and reduces cognitive load.

Information Overload: The "About Me" page, while successfully found by almost all users, proved to be overwhelming and discouraging due to excessive content and poor organization. Both ADHD and Autistic users expressed a need for clear, concise, and well-organized information.

Unanswered Questions During Navigation: Interviews revealed a consistent theme of users encountering unanswered questions while navigating the website. This was evident for both ADHD and Autistic users. The current website structure seemed to lack a clear path for users to find answers to their questions as they explored available services. As well as a lack of fundamental information on various landing pages.

Networking Insights: Industry Perspectives and User Testing

Industry Alignment: Several colleagues expressed concerns that the current website didn't reflect Sheila's professionalism. Opaque navigation and a lack of clear calls to action were cited as hindrances. One colleague even resorted to using email for referrals due to website shortcomings.

Understanding Neurodiversity: Discussions with colleagues provided valuable insights into the distinct needs of those with ADHD and Autism. This knowledge would be crucial for crafting a website that catered to both demographics effectively.

VAST Term Validation: Interestingly, none of the interviewed professionals recognized or used the term "VAST" in their work. This confirmed initial suspicions regarding its lack of recognition within the industry.

Usability Testing Concerns: Conducting user tests with a group from Sheila's networking circle revealed significant usability issues. A majority of participants struggled with basic tasks, such as scheduling appointments. This highlighted the urgent need for a more intuitive and user-friendly design.

Parental User Insights: Heightened Concerns and Supporting Parents of Neurodivergent Children

Stronger Emotional Response: Compared to other user groups, parents expressed heightened frustration and concern regarding the website's shortcomings. The website's usability issues seemed to amplify their anxieties about finding the right resources and strategies to navigate life with a neurodivergent child.

Clear Service Focus: Interviews revealed a desire for the website to clearly articulate how Sheila's coaching services can empower parents to navigate the challenges of raising a neurodivergent child.

Credibility Through Credentials: Parents generally expressed a strong need for the website to prominently showcase Sheila's credentials and qualifications in working with neurodivergent populations.

Capturing Key Insights:

Detailed notes from user interviews provided a valuable record of key findings and insights, informing the design direction throughout the project.

Interview with Dr. Paul Austin, DC, CCSP, DACNB

To gain a deeper understanding of the user experience for those with ADHD, I sat down with Dr. Austin, a practicing physician specializing in ADHD treatment.

Making Sense of the Data: Affinity Diagramming

After conducting interviews and user testing, a mountain of data needed to be transformed into actionable insights. Affinity diagramming proved to be a valuable tool in this process. By revisiting interview notes and recordings along with user test observations, I categorized user feedback into various "buckets." These initial categories included:

  • Feelings/Emotions During Navigation

  • About Me Page Feedback

  • VAST vs. ADHD Terminology

  • What's Working Well on the Website

  • Copywriting & Page Organization

However, the "Copywriting & Page Organization" category rapidly grew due to the sheer volume of user feedback in this area. To further refine this category, I employed a technique called "progressive sorting." Essentially, I broke down the large category into three subcategories based on the nature of the feedback:

  • Unanswered Questions During Navigation: This sub-category captured instances where user testing revealed users encountering questions the website didn't address.

  • Copywriting & Navigation Bar Opportunities: This sub-category focused on specific areas where website copy or navigation bar improvements could enhance user experience.

  • Overall Dysfunctional Points: Here, I documented critical issues in website structure or content that significantly impacted usability.

“VAST” vs “ADHD”: Empathy and User-Centered Decisions

Empathy played a crucial role in navigating the terminology used to describe ADHD on Sheila's website. During our initial meeting, Sheila's strong preference for "VAST" was evident. She highlighted its perceived modernity and desire to avoid the clinical term "disorder." Recognizing the potential user experience gap, I actively listened to her perspective and reassured her that the final decision would be hers. This established trust and allowed me to tailor my research to address her concerns.

Emphasizing user-centered design, I conducted comprehensive user testing that revealed not only a complete lack of understanding of the term "VAST" but also significant user frustration with encountering an unfamiliar term while seeking information about ADHD. This frustration extended beyond everyday users. Interviews with professionals who work directly with ADHD patients, including doctors, yielded the same result: "VAST" was not a recognized or utilized term within the industry.

To gain a deeper understanding of the emotional impact of terminology, I conducted a small survey exploring user preferences for "VAST" vs. "ADHD." The results were clear: the number of users frustrated by "VAST"'s confusion far outweighed those negatively impacted by "ADHD." One particularly poignant response stated: "I worked hard for a diagnosis and medication, and now it feels like it's being taken away."

Presenting the findings to Sheila required a delicate balance. While the research overwhelmingly pointed towards removing "VAST" entirely, it was crucial to avoid making her feel pressured or dismissive of her viewpoint. I emphasized the user experience benefits of clear and concise communication, presenting the removal of "VAST" as the most user-centered option. However, I also offered alternative solutions. Acknowledging her client-session flexibility, I reassured her that she could continue using "VAST" during individual interactions. Additionally, I proposed the possibility of a website glossary that would instantly define "VAST" for users encountering the term elsewhere. This approach showcased my respect for her perspective while ultimately guiding her towards a decision that prioritized user experience.

The comprehensive user research phase yielded a wealth of insights into user needs, frustrations, and website shortcomings. To address these findings and enhance the user experience, a clear action plan was formulated. This plan focused on the following key areas:

From Insights to Action: A User-Centered Redesign Plan

Content Clarity and User-Friendly Copywriting: User feedback across all groups emphasized the need for clearer, more concise website copy. The plan called for a complete overhaul of website content, prioritizing easy-to-understand language and improved information architecture.

Intuitive Navigation and Relabeling: The existing navigation bar presented significant usability challenges. The plan outlined a complete restructuring of the navigation system, including clear labels and user-friendly terminology. Additionally, a more intuitive user path would be created to guide users efficiently to their desired information.

Addressing Unanswered Questions: User testing revealed a consistent theme of users encountering unanswered questions while navigating the website. To address this, the plan included creating a dedicated FAQ page to provide easily accessible answers to frequently asked questions.

Website Functionality and Minor Fixes: The plan also encompassed addressing minor website development issues identified during research. This could involve form optimization, improving responsiveness across devices, and ensuring overall functionality.

Branding Refresh and Visual Appeal: While user experience remained the top priority, the plan also acknowledged the need for a visual refresh. This involved updating the website's branding and color palette to create a more professional and contemporary aesthetic that aligns with Sheila's expertise

Respecting the Voice: Collaborative Copywriting

A core aspect of the collaboration for this project was respecting Sheila's non-negotiable of crafting the website copy in her own voice. To achieve this, I provided guidance on best practices for clear, concise, and user-friendly writing in addition to providing all the prompts on what needed to be written. While some reorganization of information was necessary to optimize it for her target audience, the final website copy retained Sheila's unique voice and personality. Additionally, minor spelling and grammar corrections ensured a professional presentation, all with Sheila's final approval.

Capturing the Essence: Unpacking the Desired User Experience

When asked to describe the emotions she wanted her website to evoke in visitors, Sheila offered a range of powerful keywords: nonjudgmental, understood, safe, hopeful, and rooted. This desire for a supportive web presence became the guiding principle for the website's design. The overall feeling needed to be welcoming and create a secure space where visitors could feel understood in their challenges and be assured they could safely explore potential solutions.

"Rootedness" emerged as a core theme, reflecting stability, growth, and connection. This concept was integrated not only through imagery like trees and roots, but also through Sheila's new tagline: "Abide Coaching - Rooted in Self Awareness, Relationships and Community." The tagline itself benefited from collaborative brainstorming, with my input helping Sheila refine it to its final, impactful form.

Iteration & Refinement: Logo & Color Selection

Bridging the Gap: Collaborative Color Selection

Leveraging Sheila's brand keywords, I designed four color palette options with corresponding notes. While she initially selected one, the first round of iterations revealed a need for minor adjustments. This collaborative process ensured the final color palette perfectly translated her desired brand aesthetic from theory to practice.

Marketing My Skills: Logo Exploration and Iteration

Though logo design isn't core UX/UI, I leveraged my marketing background to explore logo concepts with Sheila with assistance from various AI tools. This iterative process informed her final hand-drawn logo selection, ensuring it captured her brand essence.

Navigation Revamp: Prioritizing User Clarity

The website's navigation bar posed a usability challenge with unclear labels and a cluttered layout. To prioritize user clarity, a collaborative redesign process was undertaken with Sheila. User feedback informed intuitive and concise labels, while unnecessary elements were removed. The final navigation bar prioritizes a streamlined structure and clear information hierarchy, allowing users to effortlessly navigate the website.

Embracing Innovation: Utilizing AI for Solo Brainstorming

Working largely solo on this project, with only occasional check-ins with Sheila, presented both challenges and opportunities. Recognizing the importance of collaboration in UX/UI design, I explored innovative methods to bridge this gap. I utilized AI chat services to simulate brainstorming sessions with renowned UX/UI designers or researchers.

By providing these chatbots with specific parameters – acting like a particular expert – I was able to generate a flow of ideas and explore different design approaches. However, it's important to emphasize that the final design solutions were entirely my own. The unique complexities of this project demanded creativity and originality, which I leveraged to craft a user-centered solution that addressed Sheila's specific needs and her target audience.

Redefining "About Me": A User-Centered Approach

The "About Me" page design presented a unique challenge, evolving through the most iterations and demanding the most creativity throughout the project. The original page, a major user pain point, showcased a lengthy biography followed by an endless scroll of credentials. My initial aim was a user-friendly approach: a concise, segmented bio, an updated photo, and a visually appealing presentation of Sheila's credentials.

However, the project took an unexpected turn when Sheila provided not just one bio, but four – each tailored to specific client demographics. While acknowledging the value of her approach, a drop-down menu solution, as suggested by Sheila, presented usability concerns. We needed to strike a balance: honoring Sheila's desire for comprehensive information while avoiding user overload, especially for those with ADHD.

Accessibility remained paramount. After exploring various approaches, the final design emerged. The top section features a standard "About Me" format, with a concise, segmented bio and easily skimmable paragraphs. User needs were further addressed by presenting Sheila's credentials in a simple, quick-read format with clickable links for deeper exploration. User testing confirmed this approach, with users diagnosed with Autism particularly appreciating the availability of detailed information about Sheila.

The bottom section of the page tackles the remaining bios. Each bio is "chunked" for easy visual identification, allowing users to find information relevant to their needs and skip over irrelevant sections. Two clear CTAs ("Schedule with Sheila" and "Visit FAQ") are positioned at the bottom of the page, mirroring their placement on all website pages.

Included here are some photos of the brainstorming and iteration process in addition to the final product.

First Iteration Takeaways

Setting the Stage: High-Fidelity Prototype

The first iteration for user testing was a high-fidelity prototype. While not every detail was fully fleshed out, this approach offered several advantages. Firstly, it ensured adherence to project timelines and budget constraints. More importantly, it presented a more realistic model for user interaction, fostering more valuable feedback during testing.

Prior to user testing, the prototype was presented to Sheila. This facilitated minor modifications, such as updating button language to align with industry-specific terminology. Additionally, discussions focused on cost-cutting measures, including using hover states for buttons instead of full click animations. At this time I suggested color palette adjustments, In addition the session also involved collaborative brainstorming. We explored potential refinements for the homepage and other key pages, addressing questions I had about specific design elements.

Deliverables: Balancing Needs and Creativity

The project deliverables focused on high-fidelity, user-tested still frames, aligning with the website development company's preference. While a fully-clickable prototype wasn't initially required, I exceeded expectations by designing an interactive header for user testing purposes, providing valuable insights into user interaction patterns.

Furthermore, I delivered prototypes for all website components, including hover and still states for each element. This comprehensive approach went above and beyond the minimum requirements, ensuring a well-defined design system for the developers.

Streamlining User Experience: Building a Design System

To ensure a consistent and user-friendly experience, I adopted a strategic approach for the coaching pages. Recognizing Sheila's desire for website simplicity, I developed a design system for both individual and group coaching pages.

This system utilized a standardized blueprint, allowing for easy customization with unique content, photos, and details for each program. This efficient approach resulted in a cohesive website structure that effectively showcases Sheila's coaching services while maintaining a streamlined user experience.

Logo Considerations and Design Refinement

While Sheila's beautiful hand-drawn logo posed potential detail loss on smaller screens, this wasn't a major concern for her. However, I emphasized the illegibility of the slogan beneath the logo image at smaller sizes, proposing its removal and offering alternative placements for the slogan on the homepage. Sheila readily agreed to explore this option.

Refining the Color Palette

Upon seeing the initial color palette in the context of the design, we decided to refine it collaboratively. This collaborative approach ensured the final palette effectively conveyed the desired brand identity.

During a presentation to Sheila, I showcased various color options and A/B comparisons for the homepage design. This collaborative session facilitated informed decision-making about the website's visual direction.

Iconography Decisions

Sheila also requested the removal of all iconography from the first iteration. This decision streamlined the design and allowed the focus to remain on the core content and functionality.

Collaboration Beyond Design: Ensuring Development Feasibility

As the project progressed, a vital collaboration point emerged: a touch base meeting with the development company. While the initial project scope indicated full design flexibility in Figma, the meeting revealed that some intricate design elements would be considered "custom" and incur additional development costs for Sheila.

To ensure project feasibility and budget adherence, I initiated a conversation with Sheila to prioritize elements with the highest impact on user experience. We then discussed potential redesign options for more "standard" implementations, focusing on elements like the header and footer. This collaborative approach ensured the final design deliverables balanced user experience with cost-effective development considerations.

User Testing Round Two: Refining Design and Usability

The second round of user testing played a critical role in achieving two key objectives. Firstly, it evaluated user response to the website's branding and overall look and feel. This testing ensured that the chosen colors, fonts, and design elements successfully conveyed the desired brand identity and user experience.

Secondly, the testing focused on user navigation and information architecture. Intuitive labelling and information organization were essential for a user-friendly experience. Additionally, this round addressed potential user overwhelm by analyzing user interaction with the way information was presented on the website.

Effective project management and clear communication were essential for this project's success. While working independently, I maintained regular contact with Sheila to ensure alignment on design decisions and obtain timely approvals.

Furthermore, as the sole point of contact with the hands-off website hosting company, I delivered well-documented and comprehensive deliverables, ensuring a smooth implementation process. My proactive updates on project timelines, expectations, and potential roadblocks kept all stakeholders informed throughout the project lifecycle.

Designed with Users in Mind: The Final Iteration

Drawing on insights from user testing and discussions with Sheila, the final website iteration incorporates refined design elements and content, ensuring a clear, engaging, and impactful user experience.

Building a Cohesive User Experience:

Following client budget considerations, the final design focused on core components with both a steady state and hover state for enhanced user interaction. Maintaining a consistent color palette aligned with Sheila's branding ensured a visually cohesive experience. The intuitive design prioritizes both aesthetics and user-friendliness, reflecting Sheila's brand identity and enhancing user engagement.

Highlighting Flexibility and Clarity: The Final Homepage

For the final homepage iteration, I presented Sheila with two distinct options, offering both the "custom" design and a "standard" header and footer layout. This approach ensured she had a clear understanding of the design possibilities and their impact on development costs.

Maintaining user experience as a priority, the final homepage design strikes a balance between simplicity and functionality.

Key information for potential clients is easily accessible at a glance, without overwhelming them with too much content. User research and feedback played a crucial role in refining the layout, while Sheila's edits on colors, fonts, and verbiage ensured the final design seamlessly reflected her brand identity and coaching style.

Important To Note:

The grey section just below the header is a placeholder for some photography that was not delivered to me at the time of my deleverables being due. Sheila and her photographer were happy to redirect the necessary missing photos to the development team at a later time.

Streamlining for Clarity: The Coaching Page Blueprint

To ensure a consistent and user-friendly experience across Sheila's coaching offerings, I developed a comprehensive "coaching page blueprint" for both her individual coaching and group coaching pages.

While her coaching caters to diverse needs, a key insight from rewriting the copy throughout the website revealed the overall similarity in information required on each page. This realization led to the creation of the "coaching page blueprint," a standardized design framework applicable to both individual and group coaching pages.

This approach fostered simplicity and prevented user confusion by offering a consistent layout for each coaching program. The blueprint prioritizes clear communication by incorporating strong calls to action (CTAs) at the bottom of each page, encouraging user engagement. Additionally, all essential navigation elements are readily accessible within the header, ensuring a seamless user journey.

Bridging the Gaps: Collaboration and Deliverables

While the project scope focused on core website design, there were instances where collaboration with developers was necessary to ensure a cohesive hand off of information and design ideals. These "skeleton pages" served as communication bridges, outlining the intended design direction for specific functionalities.

This collaborative approach ensured developers understood the design vision and could seamlessly integrate third-party applications into the final website.

Similarly, the FAQ page was delivered as a "skeleton," focusing on layout and information hierarchy. This format, communicated through a separate PDF, facilitated easier implementation by the development team.

When delivering the final product, in addition to my Figma file, I included the requested PDF alongside the design itself, maintaining the intended order of questions for the final FAQ page.

Building Trust: A User-Centric "About Me" Page

The "About Me" page presented a unique challenge, explored in detail earlier in this portfolio.

Leveraging those earlier insights in addition to later acquired user feedback, the final iteration prioritized user understanding and emotional connection.

The focus shifted from intricate design elements to clear communication and a user-friendly layout.

This resulted in a page that was not only easy to navigate but also facilitated a positive user perception of Sheila.

Testers consistently highlighted the transparency and trustworthiness conveyed by the design.

Seamless Handover: Prioritizing Clarity and Efficiency

Exceeding expectations, the final deliverables went beyond the initial requirements. Recognizing the importance of a smooth handover, I meticulously organized the prototype, ensuring comprehensive and intuitive labeling for all components. This clear organization benefited both developers and the website hosting company, facilitating a seamless transition from design to implementation.

Building Trust and Confidence: A Website's Impact

This project's success extended beyond aesthetics. The final website empowered Sheila, fostering confidence in her brand identity and strengthening her digital presence. Existing clients will find navigating the website effortless, accessing key information with ease. For potential clients, the website now offers a more comprehensive picture of Sheila's expertise and the value she provides.

On a personal level, this project proved invaluable for my professional growth. It honed my client relationship management skills, emphasizing the importance of clear communication and collaboration. Additionally, it challenged me to become a resourceful problem solver, bridging the gap between client needs and user research findings. This combination of skills allowed me to create a user-centered design that truly resonates with Sheila's target audience.