Minding the Gap Coaching
Focusing on the journey. Website design and development for a career coaching business.
GOAL
Design and develop a website that emphasized process while filtering down to the proper audience members who would be a great fit for the client.
TASKS
Brand implementation
UX + visual design
Market positioning
End to end development
User research
Information architecture
Focus on the Journey
In order to build the site around the process, we supported the content with photography of pathways, maps, and journeys. I used the circle from the logo to create a blue mask that played into the ideas of refinement and clarity.
RESEARCH
Market analysis, user research, and client interviews about the client’s business revealed the facets of her business that could be leveraged to create an engaging site for the people she hoped to attract.
Instead of focusing heavily on grand results and the coach, as most coaching sites do, this site focuses on the client’s unique coaching process.
User research helped identify the three main types of visitors the site would work to attract.
SITE STRUCTURE
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 sell the legitimacy, we use anonymized case studies as a way prove effectiveness and give the user more opportunities to see themselves working with my client.
PROCESS ICONS
The ideas of acceptance, release, and clarity were instrumental to my client’s coaching process, so the icons were elevated to interactive animations.
