Product design · Information architecture · 2025
A coaching website redesigned to turn interest into client applications.
I led the information architecture, wireframes, design system, and final UI during a four-week team sprint, bringing three competing routes and a 10-question form into one application path.
“I don’t feel like it really flows. People know that I do one‑on‑one nutrition, but they don’t really know what that looks like.”
Maria Higgins is a functional nutritionist with eight years of experience. Her website was her main channel for discovery and booking, but it did not clearly show what the program included or how to apply. Three different buttons invited people to work with her, but each led somewhere different. The application for 1:1 nutrition coaching was hosted in a lengthy external Google Form. It asked for detailed personal information before the service or its value had been fully explained, making the process feel time-consuming and demanding. These findings shaped our team’s priorities: make the next step toward coaching obvious, build trust, and create a consistent experience across every page.
Questions left unanswered
How can applying feel simple?
How can the site build trust?
How can the brand feel cohesive?
Decision 01
I proposed one consistent application path, and the team agreed to move forward with it. Visitors can now explore the program before deciding, while every Let’s Work Together button opens the same short pop-up form. The form asks only for essential information, and the confirmation lets them know their application was received.
Decision 02
Maria’s credentials were easy to miss. I made them more prominent in two places:
Decision 03
I softened the CrossFit-derived identity, corrected the brand lockup, and translated the direction into reusable type, color, and components for a consistent Squarespace build.
The team delivered the redesigned coaching site in Squarespace. I then extended the system across services, recipes, resources, and editorial content.
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Recipes
Recipe detail
3→1
application routes consolidated
Three different ways to start became one consistent application path.
−60%
fewer form fields
A 10-question external form became a focused 4-question application.
6→11+
page types designed
The system expanded to support coaching, resources, articles, and recipes.
“I love the look. It’s simple, the color scheme is great, and the scrolling testimonials are exactly what I wanted.”
In a moderated test, the participant found the path to apply immediately and described the experience as clean and trustworthy. The credentials presentation still needed stronger emphasis.
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