UX Case Studies
Duration
1 month
Role
Product Designer
Project Type
Website audit and refresh
Client
Dharma with Danni is a small startup in central Indiana that specializes in combining three compatible practices: sustainability consulting, burnout recovery, and yoga.
Motivating users to live sustainably with consulting + yoga.
UI DESIGN
UX RESEARCH
UX DESIGN
IDENTIFYING THE PROBLEM
We are in a climate crisis where, now more than ever, there is a need for a sustainable mindset, empowered environmental employees, and action in businesses and our personal lives. With budget cuts and lack of staffing in environmental spaces, these employees are struggling to stay passionate and suffering from burnout. Danni, of Dharma with Danni, believes she can do her part for the climate crisis with 3 complimentary practices: burnout recovery, sustainability consulting and yoga practice.
How could I create a website that showcase her services, experience, process and also functions as a space for others to understand the importance of climate action?
In this case study, you'll explore my thought processes while designing and implementing a peaceful website experience with emphasis motivating users, educating users, and creating a feeling of community.
Problem Space
PREVIEW OF FINAL DESIGNS
Previous UI
What's new?
The overall site branding came from a crossover between the existing brand identity and the business offerings themselves. Throughout the site you'll find reminders of breathing, meant to convey a sense of peace, relaxation, and balance.
Balance + Peace
The change was requested by the client - and contributes to the brand's calming feeling.
Alter from dark-mode to light
Immediately upon entering the site, you'll find important CTA's, easy access socials, and clear and concise navigation.
Clear navigation
This is the space to introduce the Product section and showcase the types of products available.
The mission and services are front and center.
The Final Design
Brief overview of the solution
I gathered my research for this project through stakeholder interviews and industry research. Because the client already had a website, I needed to conduct a UX audit, understand industry standards, and help move the website towards a more cohesive and efficient representation of the client's hard work. A big priority for the client, was gathering her existing content and understanding how to convey the business to her potential clients in the best and most approachable way.
I prioritized the research findings into 3 key insights: users need to feel motivated, informed and feel like they are a part of something bigger than themselves.
Research insights
RESEARCH & DERIVING INSIGHTS
User's need to be motivated to explore the site and book a service. It's already taken so much for burnt out users to get to the point of searching for help & recovery. Lets make it easy on them.
1. Motivation
User's need to feel informed about the services provided, how the services work, how the services intertwine, and what it's like to work with Danni.
2. Information
Danni's audience is normally drawn to these activities to reignite the connection to their jobs, the Earth, and/or themselves. User's want to feel like they are a part of something bigger than themselves.
3. Community
Key Insights
Easy to find CTA's
Easy to find contact information
Easy booking services online
Branding is calming, lots of white space - laid out like breathing
Clear + intuitive navigation with emphasis information architecture
Newsletter signup
Events calendar
Inclusive terminology
Stats that show how many people are impacted by the subject
More information on Danni + who she is
Real testimonials + images with real clients
More information about the services + Danni's specific approach
Learn page - with stats about why are all of these things important
Showcase of Danni's qualification
BRANDING & UI
GOLDPLAY LIGHT
Maven Pro
Applying existing branding.
Danni already had talked through her branding with another consultant - they decided on the fonts and colors. We briefly discussed Danni's expectations in regards to how she wanted her brand to be perceived by her audience.
She had mentioned the following adjectives to keep in mind:
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Sincere, Minimalistic
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Approachable, authentic, affordable, knowledgeable, unique
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[Stylistically] Cute but professional
OUTCOME & REFLECTION
I ended up experiencing a roadblock halfway through this project. The web builder [WIX] launched a newer and better version. I pushed the project deadline back one week to ensure that my client was getting the best from me.
My Challenges
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Increased sales + leads
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Increased awareness of Danni and her services
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Increased understanding of the impact of climate change, how action is important, and how Danni can help
Projected Outcomes
Project Outcomes
With the project priorities [Motivation, Information, Community] front and center, the [ABOUT] page also puts more emphasis on Danni's professional background, her personal journey and a more clear description of what it is that Danni does. To build on this, I also added an additional page [LEARN] that was centered completely on bringing information and understanding to users about the complicated and tricky subject of environmental issues. The [LEARN] page gives users even more focused insight into the 3 separate but related services Danni offers.
Research-backed wireframes
IDEATION & WIREFRAMES