The redesigned homepage pairs a professional profile with four highlights on Maria’s training and the support she offers.
VC Nutrition
What are you signing up for?
A new content structure and visual direction for a functional nutritionist’s website.
View final prototype
Overview
Making the coaching experience easier to understand.
During a four-week sprint with two other designers, I led the information architecture, wireframes, UI system, and interface design for a nutrition coaching website.
After the sprint, I independently expanded the design into a broader portfolio concept, including additional About and Coaching pages.
- Role
- UX/UI Designer
- Team
- 3 designers
- Timeline
- 2025 · 4 weeks
- Scope
- Team redesign + independent concept extension
The challenge
The site asked visitors to apply before fully explaining the program.
Maria Higgins, a functional nutritionist with eight years of experience, wanted her website to show what clients could expect from her coaching program rather than leave them to ask for details. Our audit found three calls to action leading to different destinations. The ten-question application was hosted on Google Forms and requested detailed personal information before the coaching program had been fully explained.
Three questions shaped the redesign:
01
Why should potential clients trust Maria?
02
What do they need to know before applying?
03
How can the site feel consistent from page to page?
01 — Building trust
Giving the coach’s work more weight.
Across 5 exploratory interviews, participants hesitated to commit personal health details without first verifying clinical credentials and scientific grounding.
“I need to know why I should believe them.”— Claire, user interview
Real client stories, in their own words.
A second point of view.
Five client testimonials now appear in a browsable homepage carousel.
The principles behind the practice.
The expanded About page gives Maria’s mission, vision, and promise their own panels.
Credentials at a glance.
The same three qualifications are now displayed in a dedicated section, with degree titles and fields of study aligned in rows.
A Work With Me button beneath Maria’s profile provides a direct route to the program without returning to the main menu.
02 — Understanding the offer
Restructuring the page around the coaching process.
On paper, the original Work With Me page had the essentials: nutrition targets, weekly check-ins, access to Maria. But how would those pieces fit together once someone signed up? The page left that unanswered. Our heuristic evaluation found similar uncertainty in the application journey, where different calls to action led to different destinations without making the next step clear.
I reorganized the page around how coaching actually unfolds, bringing the monthly price and practical details into view before the decision to apply.
The original Work With Me page listed habits, macro targets, weekly check-ins, coach access, and resources without explaining how the process unfolded.
One route through the offer.
The proposed journey puts the price, process, and practical answers before the sign-up form.
The offer, up front.
The expanded Coaching page gives the program a dedicated overview before walking through each stage of the service.
Practical questions,answered before sign-up.
Answers before applying.
The Good to Know section addresses practical concerns, from tracking and busy schedules to dietary needs and how coaching differs from following a diet.
View stakeholder interview notes
Expanded Coaching experience from my independent follow-up work.
03 — Connecting understanding to action
Make the next step part of the journey, not a separate destination.
The original site offered multiple routes forward, including an external application form. This created a design question beyond simply making calls to action more visible: did visitors have enough context to know what they were signing up for?
In the expanded About concept, I introduced a contextual Work With Me action beside Maria's story.
That connects the moment of evaluating her approach with the next logical step: exploring the service.
However, the broader application journey remains an important area to validate. A clear call to action alone doesn't establish whether people understand what happens after clicking it.
What the path must include.
The design approach connected credibility, service details, and a next step.
An external application form.
The original site offered multiple routes forward, including an external application form.
A question beyond CTA visibility.
Did visitors have enough context to know what they were signing up for?
Explore the service before applying.
A contextual Work With Me action connects the moment of evaluating Maria's approach with the next logical step: exploring the service.
An area to validate.
A clear call to action alone doesn't establish whether people understand what happens after clicking it.
Reflection
Clarity is about relationships, not just the amount of information.
One of the key lessons from this project was that information can be accurate and available without forming an understandable experience.
The redesign focused on creating relationships between credibility, service details, and next steps rather than simply adding content or making the pages more visually polished.
The team sprint established the initial structure and UI direction. My independent extension explored how that direction could support a more complete coaching story.
What I would validate next
The next step would be task-based usability testing with prospective clients, focused on whether they can explain the program, understand the weekly coaching process, identify relevant qualifications, and find the appropriate application path.
That would help determine whether the new structure improves comprehension and navigation, rather than assuming those improvements from the design alone.
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