Brand Identity and Website for an Educator, Facilitator and Coach
Role
Product Designer
Timeline
6 weeks
Responsibilities
User research
UI Design
Prototyping
Web development
Tools
Brain
Figma
Framer
Notion
Alexandra Habot is an educator facilitator & coach with a focus on language, mindfulness, movement and sustainability. She creates transformative group experiences with the goal to connect and empower people, whether they’re at university and other institutes of education, non-profits, the yoga studio, on retreat or one of many other contexts.
To level up her business she needs a strong personal brand and create an online presence to promote herself and her unique skills to potential clients. This required me to dig deep into the who, what, when, where, and how. My goal was to build a brand that not only represents Alex but also resonates with her customers' needs.
Research
I kicked off the process with thorough desk research, diving into articles, competitor insights, and Reddit discussions. To deepen my understanding, I conducted interviews with a mix of family and friends, and an HR Manager at a midsized company responsible for staff development.
The Challenge
Synthesis
User personas
Ideation
I began the design process by creating an initial moodboard to capture the essence of the brand. After conducting user surveys, I realized it didn’t fully align with the customers' needs. While the initial design conveyed a friendly, playful, and inviting tone, it lacked a sense of professionalism and simplicity. To address this, I updated the design to feel more polished and professional. Additionally, by refining the colors and fonts, I improved accessibility with better contrast and readability, ensuring a more user-friendly experience.
To kick off the website design process, I identified the key information the site needed and how to structure it to resonate with the core demographics. To accomplish this, I created a sitemap that outlined the information hierarchy and flow.
Once I selected a low-fidelity sketch to move forward with, I transitioned to Figma to create a testable prototype, focusing on layout structure and user interaction.
Testing
Usability studies
With the mid-fidelity prototype in hand, I conducted the first usability study, which highlighted areas of the design that needed refinement. The second usability study used a high-fidelity-prototype.
Final Design
Brand Identity and Website for an Educator, Facilitator and Coach
Reflection
Takeaways
Prioritize target audience
When I began the design, I found myself overwhelmed by too much information and too many opinions. In my attempt to meet every user’s needs, I lost focus of the key aspects of the design. I realized that prioritizing the most crucial issues is essential for making progress in the design process.
Next steps
Brand Guidelines
Create a concise brand guide covering logo use, colors, fonts, and tone to help Alex quickly ensure consistency across all materials.
Template Creation
Create templates for posters and social media posts to allow Alex to easily update text while adhering to brand guidelines, simplifying future content creation.