Alina LPCC
role
Branding, Web Design, Marketing
tools
Figma, Adobe CC, Wix Studio
year
Aug 2024
01. The Problem
Alina is a holistic trauma and addiction therapist servicing underrepresented communities through her expertise in psychology and first-hand experiences. Alina came to UXD Lab wanting to revamp her positioing, identity, and web presence to match the quality therapy she provides.
As the lead designer, I navigated our team of 3 to find what made Alina special in her highly competitive field. We utilized her key differentiators to showcase her unique and valuable approaches to therapy. Alina wanted to communicate her alignment with LGBTQIA+, BIPOC, and neurodivergent communities to let them know she was the safe space they could come to for therapy tailored to their needs while fostering a safe and empathetic environment for healing and growth.
"Creating a brand and website that truly reflects my values is essential to differentiate myself in the field." — Alina H.
02. Research
To get an insight into the market, I surveyed the top therapist directories to find common patterns and her closest competitors. We wanted to make sure we highlighted her unique journey that her clients could relate to, positioning her as a role-model for what therapy can get them to.
Afterward, I crafted a persona that empathizes with her aligned clients seeking her services to get an understanding of what they need to know to convert and book.
Emphasize empathy, be accessible and highlight specializations.
03. Approach
The design process consists of a full rebranding of Alina's practice, communicating high-quality empathetic services with a person who understands what you're going through at the very center of it. To align with Alina's goals of attracting higher-paying clientele, we iterated on her identity until we found the balance of luxury, self-awareness, and empathy that called her target clients.
For the web design, I evaluated her existing website to see what information could be pulled and repurposed to save time for launch. Alina had a lot of content to provide, but the trick was condensing it enough without losing depth to maintain usability. Afterward, I created wireframes and built the site in Wix Studio.
04. Results
A month after launch, I reviewed the analytics using Hotjar to ensure that the site was intuitive and engaging. Even without marketing and promotion, Alina's site traffic increased by 2000% from the previous month. Client, lead, and competitor feedback was overwhelmingly positive, highlighting the natural site navigation, strong visual design, and alignment with Alina's values.
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