Gabby | Life Coach
Freelance Project July - Aug 2022
A responsive site where users can learn about Gabby’s services and apply for appointments.
Role: Product Designer
Duration: 80 hours
Tools: Figma, Zoom, Maze, Miro
Background
Gabby Greif is an entrepreneur looking to start her newest venture as a Spiritual Life Coach. She wants to help spiritual millennial women who are looking to make a big life change through coaching phone calls. She needs a website where her potential clients can learn about her/her services, access her free resources, and apply for free consultations.
Problem Statement
Gabby needs a way for potential new clients to learn about her/her services and apply for consultations.
Challenge
Create a logo and a professional, responsive website that will help bring in new clients.
Research
For this project, I really needed to dive into a world that I was not familiar with at all. I needed to learn everything I could about Spiritual Life Coaches and their community. I was hoping to do user interviews, but with no budget and a short timeline, I had trouble finding participants within the target demographic. So, I had to take a different approach.
Goals
Understand what a spiritual life coach does
Understand my client’s services
Discover what motivates someone to seek out a spiritual life coach
Methods
Client Meeting
Competitor Analysis
Survey
Getting to know my client
I met with Gabby in person over coffee to discuss her goals for the site and to better understand her business. She sent me the Pinterest board to the right to show what kind of aesthetic she was hoping for.
Key Takeaways
Target demographic: Spiritual, millennial women who work corporate jobs and desire to do more soulful work
Business goals: Help women boost their self-worth and start more meaningful careers through spiritual coaching
Website Needs:
Logo
About me page
Newsletter sign up
Free consultation CTA
Free consultation questionnaire
Informational pages for each of the 3 coaching packages
Dislikes:
Scrolling too much to find booking button
Sizing up the competition
For the competitor analysis, I looked into two Spiritual Life Coaches that my client admired and generic Life Coach that I found online to also help give insight on a non-direct competitor.
Strengths
Landing page draws user in
Gets straight to the point
Really easy to navigate
Weaknesses
Inconsistent with her name, Gabby or Gabrielle?
Strengths
Personal brand
Color scheme
Easy to navigate
Weaknesses
CTAs are hard to find
Very text heavy
Most important info is at the bottom
nav bar disappears on some pages
Strengths
Strengths
Professional branding
Clean UI
Clear CTAs
Weaknesses
Drop downs on nav bar feel clunky
Where to find spiritual women?
For the survey, I originally was aiming it towards Gabby’s target demographic: Spiritual millennial women. But, with a tight timeframe and no budget, I was having trouble finding participants. So, I decided to open it up to millennial age women who have sought out professional life guidance in general(therapist, regular life coach, counseling etc).
Key Takeaways
Participants picked professionals based on reviews/testimonials online
Participants wanted someone who would help solve their problems
Participants wanted someone who was able to provide them with strategies
Mapping out the experience
Next, I made a sitemap based on Gabby’s goals for the site. I also used the coaching sites that she liked as reference for how to organize everything.
What’s the main flow?
To help understand the steps that a user would go through to complete the main flow, I created a task flow for applying for a free consultation.
Wireframes
I created my wireframes by sketching on paper and then built them on Figma. I referenced all of my previous research and information from the client to help make my design decisions.
Finding: Users want to read reviews/testimonials to help them feel confident about booking a consultation.
Decision: I added a Testimonials page where we will include quotes from past clients.
Finding: Users want to know they will leave sessions with knowledge to solve their problems.
Decision: Including a detailed list of everything they will walk away with from each package.
Check out my wireframes on here!
Options, options, options
Gabby wanted a simple logo that was based around her name. I started out with some sketches and then created a few different options for her to review. Check out the logo she liked best on the style tile below!
Neutral and feminine
Working with Gabby and referencing her Pinterest board, we created this style tile for her site. She wanted neutral/feminine colors. She had professional photos taken of herself which will be the main images on the site since she is the product we are selling.
UI Design… and Redesign
Prototype
For this project, I decided to make a prototype for testing of the mobile version since Gabby expects to attract majority of her clients through her social media pages. This prototype goes through the main flow of applying for a free consultation.
Check out my prototype here!
Wording is everything
Time to see what the users think! I decided to use Maze for the usability testing for the sake of time.
Test Objectives:
Test if a user can easily perform the main flow
Test if the user is able to understand what her services entail
Discover any confusion and/or pain points
Task for participants: Check out the one day package and apply for a free consultation
“It took me a bit to find the where it said “one day” because I was expecting to find that in a header”
Per the quote above and other participants’ feedback, I realized that the task wasn’t clear enough. The packages did have different timelines, but that was hidden in the explanation and not important to this task. So, I needed to redo the testing with different wording on the prompt.
New task for participants: Please check out the "Accelerate Your Spiritual Journey" package page and read about how it works. Then, please apply for a free consultation.
“Neutral, clean, modern. The overall vibe of the screen was very organized and the color pallet was enjoyable. Things were easy to read and on trend.”
— Participant #6
“It was very user friendly and intuitive. I liked the palette a lot, it seems to fit the product and the brand.”
— Participant #10
A mostly positive response!
I created an affinity map to help organize the findings from the usability tests in a more digestible way.
Key takeaways
Participants enjoyed the colors and aesthetic
Participants felt like the questionnaire page wasn’t cohesive with the rest of the site
Participants wanted to see testimonials
Creating a more cohesive experience
Before
After
Since the usability testing was so successful, (100% of participants completed the task!) I only had one change to make.
Finding: Users noticed a break in aesthetic on the questionnaire page
Design decision: I added the marble texture to the background and switched the button color to the primary button color to help make this page cohesive with the rest of the site.
What’s next?
Gabby’s business is just at the beginning, so there will be a lot to add and change as she grows:
Test my iterations
Hand off to the client
Add a testimonial page when she has them
Add add a meditations page when she has them ready
Ongoing testing and iterating the site based on customer feedback and analytics