Marketing Web Design: Mindbody Victoria

Timeline:

Three months (2022)

 My role:

Designer

Deliverable:

Desktop & Mobile Site

Platform:

Figma, Wix

Project Overview

Background

Combining healing modalities rooted in somatic therapy, Traditional Chinese Medicine, and Jin Shin Jyutsu, Nat from Mindbody Victoria offers a unique and multidisciplinary approach to treating stress, trauma, anxiety, and more.

Nat approached me wanting to improve the overall user experience of her website, which was created on the low-code platform, Wix.

Research

Audit

I began the process by evaluating the existing website layout and content to identify areas for improvement. Through conducting an audit, I found the following design problems to tackle:

Unclear Navigation

  • The navigation bar included a ‘Welcome’ link that directed users toward a page that didn’t have a clear purpose.

  • Many sections on each of the pages were missing opportunities for CTAs and general navigation in general.

Clutter

  • The substantial offerings that Mindbody offers were drowned out by all of the information — it’s always a delicate dance when providing enough information without overwhelming the users.

Unaligned aesthetic

  • When chatting with Nat, I had a clear understanding of Mindbody’s business identity, aesthetic, and “feel.” I was excited to align their digital presence with what you saw in person.

Along with these design problems, I also jotted down:

  • What are the services?

  • Who are the services for?

  • What is Mindbody’s USP?

Competitive Analysis

Next, I researched three other local businesses that had similar offerings. I discovered that 2/3 of the websites looked pretty dated and this was an area where Mindbody Victoria could easily stand out in.

As well, although the other businesses had similar services, nobody else had Nath’s extensive training and background in Traditional Chinese Medicine and Jin Shin Jyutsu. Hello, USP!

Proposed Solutions

After reviewing everything, I recommended we update the design so that the content and user flow were more congruent with the brand. This meant:

  • Cut out the jargon, and personalize the copy and tone so that it’s written directly to the ideal client.

  • Ensure images and brand colours are aligned.

  • Ensure copy, images and headings are optimized for SEO.

  • Improve the overall navigation and flow of the site (UX).

Ideation

Since she had already set up her website on Wix, I didn’t want to waste my time creating a lo-fi prototype. But, since so much of this re-design was based on updating the content, I wanted to map out the sections, where the content was going to sit, and most importantly, the navigational flow. I also wanted to jot down where the CTAs would live.

Design

Nath wanted the website to be rich with high-contrast nature images to capture the company’s sense of “naturality.” I selected a fairly neutral colour palette that still included some pop of colour, so that the sense of vibrancy and neutrality were felt throughout the website.

Write, Edit, Rinse & Repeat

Most of the project was spent on ensuring the copy was clear, concise and on brand. Nat and I collaborated on the writing. I’m grateful for her patience as she schooled me on her services and their nuances. I even booked a session to get a better understanding! I’m so glad I did because the unique experience helped me clarify the services that much more.