BOLD DOULA
Comprehensive
Website Design
Timeline
3 weeks
(60 hours)
Role
Website Designer
(Solo)
Tools
Figma, Wix, Typeform. MidJourney, ChatGPT
Tasks
User Research, UX/UI Design, Web Design
The digital landscape is constantly evolving, and Bold Doula's website needed to keep pace
Imagine a website that fosters trust with expecting parents, leading to a surge in consultations for a doula business. That was precisely the goal for the redesign of Bold Doula’s website. While information-rich (over 15 pages!), the existing website needed a more dated design and better user experience. Dense text, ineffective use of space, and a color scheme lacking warmth made it difficult for visitors to navigate and engage with Bold Doula's services. User feedback further reinforced the need for a website that fostered trust and streamlined the path to booking consultations.
The Solution: Modern Design Meets User Needs
We embarked on a redesign strategy centered on user needs and competitor analysis. I aimed to create a welcoming, intuitive, and resource-rich website that empowered expecting parents to quickly find the information they needed. The new design prioritizes a warm, approachable aesthetic with soothing colors and user-friendly layouts. Responsive design principles ensure an optimal viewing experience across all devices, which is crucial for today's mobile-first user base. This user-centric approach and SEO optimization lays the foundation for Bold Doula's online success.
My Website Design Process
Seeing the Business Owner’s Vision
To understand the client’s vision for Bold Doula's online presence, we had in-depth discussions about her goals, design preferences, and target audience:
Goals:
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Primary: Increase consultation requests (convert visitors to clients)
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Secondary: Provide valuable information to expecting parents in NYC and NJ
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Design: Warm & approachable style, larger, easy-to-read fonts, green color scheme
Highlighting Areas for Improvement
Revitalizing the Home Page
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Prominent Call to Action (CTA):
A clear and inviting "Free Consultation" button now sits above the fold, making it easy for visitors to connect with Bold Doula.
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Revamped Navigation Bar:
I simplified the navigation bar, ensuring clear and concise labeling that guides users to key website sections.
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Revisited Information Hierarchy:
The information architecture prioritizes essential content about the client’s expertise. Critical information is presented in a clear and scannable format.
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Revamped Testimonial Section:
User testimonials are now visually enhanced and strategically placed to build trust and social proof.
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Introducing the Blog Section:
A dedicated blog section showcases the client’s expertise and provides valuable resources for expecting parents, fostering engagement and establishing Bold Doula as a trusted source of information.
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Contact CTA at the Bottom:
A secondary "Contact Us" call to action is positioned at the bottom of the page, ensuring no matter where a visitor lands, they have a clear path to connect with the business.
The Results
The reimagined website now boasts an enhanced user interface, with intuitive navigation and well-placed CTAs that funnel visitors toward scheduling consultations. All this is wrapped in a responsive design for seamless access across various devices.
From Sketch to High Fidelity: Iterating on the Hero Section
A hero section is a website’s digital handshake, offering the first glimpse into a brand's heart and setting the tempo for user engagement. The goal was to ensure that every visitor was greeted with straightforward, intuitive navigation and an unmistakable call to action, compelling them to step further into Bold Doula's embrace.
648%
Site traffic increase
18
New opportunities booked in first 30 days
574
Unique visitors across the first 90 days
2000%
Increase in average booking value
