Designing a Strategic Digital Presence for a Service-Based Business
My Role: UI/UX Designer
Tools: Figma, Showit, Uizard, and Miro
Timeline: 2 Months (February – April 2025)
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Project
OVERVIEW
This case study showcases the redesign of a website for a podcast launch strategist to improve usability, elevate brand identity, and optimize conversion opportunities.
Summary
Users struggled to understand the service due to unclear hierarchy, scattered CTAs, and inconsistent layout patterns. The original website lacked a premium visual identity and did not guide visitors toward lead magnets or booking actions, resulting in low engagement and missed conversions. The redesign needed to clarify the service offering, reinforce the client’s expertise, and create a seamless, conversion-focused user journey supported by a cohesive brand experience.
Key Challenge / Problem Statement
Research
Stakeholder Interview
I started the project by meeting with the business owner to understand her goals, pain points, and vision for a more premium, conversion-focused website. She shared what wasn’t working in the current experience, from unclear user flows to visuals that didn’t reflect her high-ticket brand. These insights helped define the core objectives for the redesign and ensured every design decision supported both her business strategy and her users’ needs.
Current Site Analysis
After understanding the business goals, I evaluated the existing website to identify where users were getting stuck.
The site had unclear visual hierarchy, inconsistent layouts, and navigation that made it difficult for visitors to understand the services offered. Important CTAs and credibility cues were buried, leading to missed opportunities for engagement and conversion. These findings helped shape the key priorities for the redesign.
Competitor Analysis
I studied four leading podcast and business coaching websites to see what works well and uncover opportunities to create a standout, high-end experience.
Pamela Krista
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Jess Williamson
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Chelsea Riffe
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Jessica
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After reviewing competitors, I saw that clear messaging, consistent layouts, and a balance of personality and strategy build trust and guide users effectively. These insights would help shape the redesign, focusing on simplified navigation, strong content hierarchy, and clear pathways to showcase expertise and connect with users.
User Survey
I conducted a survey and received 19 responses from aspiring podcasters, coaches, and online business owners to understand what information they look for on service sites and what builds trust in a coach. The results revealed that users value clear service offerings, visible expertise, and easy-to-find contact points. These insights helped guide the site structure and content, ensuring the redesign aligned with real user needs and expectations.
Persona
Using insights from the earlier research, I created a persona to represent the primary user. This helped guide my design decisions throughout the project, ensuring every choice aligned with real user needs, motivations, and expectations rather than assumptions.
PROCESS
User Flow Diagram
With a clear understanding of the user’s goals and the gaps in the old website, I moved into shaping the overall experience. Before designing anything, I mapped out the key user flows to define how visitors should naturally move through the site. This helped me restructure the pathways to reduce friction, highlight the most important actions, and create a smoother, more intuitive journey that guides users toward the steps that matter most.
Wireframes (Lo-fi)
I created lo-fi wireframes digitally to explore layout, hierarchy, and content placement without focusing on visual design. This stage let me test how information and interactions would guide users toward key actions, setting a solid foundation for the high-fidelity designs.
HOME PAGE
CONTACT PAGE
ABOUT PAGE
Solution
Building on the lo-fi wireframes, I applied consistent visual branding including the logo, colors, and fonts to create a cohesive and premium feel across the site. This visual foundation guided the high-fidelity mockups, turning structured layouts and user flows into polished screens that engage users and clearly direct them toward key actions.
Wireframes (Hi-fi)
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Clarified the service offering with a stronger hierarchy and focused CTAs guiding users to book a call.
Simplified the booking flow with a cleaner layout and clearer pathways to increase conversions.
Highlighted the founder’s expertise & story to establish trust and reinforce the premium, high-ticket brand.
HOME PAGE
CONTACT PAGE
ABOUT PAGE
I designed a bold, modern visual identity using confident colors, clean typography, and a logo that reflects the client’s energetic brand. This gives users an immediate sense of clarity and professionalism from the moment they land on the site.
IMPACT
The redesign turned the website into a premium, user-focused experience that clearly communicates expertise. Streamlined navigation, improved content hierarchy, and consistent branding guided users to key actions and lead magnets. Within the first two months, the client booked eight new coaching clients directly through the site, and clicks on CTAs increased by over 40%. The site now drives engagement, supports conversions, and aligns perfectly with the business goals, solving the original issues of confusing flows and missed opportunities.
Client Testimonial
"Working with Christina is a DREAM! She turned a very clunky site that had an aesthetic that did not feel aligned and made my site and CX into a sophisticated, beautiful, spacious, and visually appealing with a high emphasis on conversion. I would hire her 10x over and the process was so smooth. It felt so good to be heard and understood and have it translated it into a converting website that looks and feels beautiful and aligned!"
Reflection
This project reinforced how thoughtful UX decisions drive real business results and user engagement. Conversations with the client highlighted the importance of aligning design choices with both user needs and business goals from the start. Through this redesign, I strengthened my UX process by combining research insights, user flows, and visual design into a cohesive, user-centered workflow. Moving forward, I would validate next steps through usability testing and analytics review to continue optimizing engagement and conversion.
