Minding the Gap Coaching
Focusing on the journey. Website design and development for a career coaching business.
GOAL
Design and develop a brand system and website that emphasized a unique process while filtering down to the proper audience members who would be a great fit for the client.
TASKS
Brand system
UX/UI + visual design
Market positioning
End to end development
User research
Information architecture
persona development let users know they were in the right place
The client and I identified key issues in their client acquisition process. Most issues revolved around the idea of not being the right fit for the client's particular form of career coaching.
To address this, personas were built and refined into three categories of potential users: career starters, shifters, and questioners.
scaffolding the site around user questions created a natural flow
The landing page was designed to first make an emotional impact through photography and the appeal of the journey, a concept that crosses both age and industry.
Once the user has agreed to continue down the page, we explain how this process actually works, using my client’s unique approach to coaching.
In order to facilitate trust, we use anonymized case studies as a way prove effectiveness and give the user more opportunities to see themselves working with my client.
Curated photography helped create an emotional atmosphere
In order to build the site around the process, we supported the content with photography of pathways, maps, and journeys. The circle from the logo was incorporated to create a blue mask that emphasized ideas of refinement and clarity.
an emphasis on process showcased a unique value
The ideas of acceptance, release, and clarity were instrumental to my client’s coaching process, so the icons were elevated to interactive animations.
My client often spent the first meeting explaining this process to new users. By off-loading that information onto the website, the client was able to get further in their introductory calls.
