Human Biography web

Sofia Veríssimo is a psychologist specialising in Human Biography. She  wanted to create a website that connects with her ideal client and explains what Human Biography is and how it can help them in their lives. The current clients come to him through word of mouth, but he wants to reach more people.

The main objective was to improve conversion, attract and build trust with the public coming through the internet.

There was a time limit of 2 months, as I wanted to launch the website before an event where it would be more widely known.

I used Miro and Figma to make the pre-designs and show them to the client and create the website in WordPress.

Process:

  1. Discover
  2. Define
  3. Develop

1. Discover

User persona

First, I tried to empathise to understand who the ideal client was. She has clients of different ages and sexes. Still, they all have something in common: they are looking to improve their lives, be better with themselves and their environment, know themselves better and manage their emotions.

I researched the market to understand the added value that Sofia Verissimo offers and how to explain to people how Human Biography will help them in their life.

2. Define

Value proposition canvas

Sofia’s added value is her closeness, empathy and ability to use her method and techniques to connect with her clients and help them in their lives.

What human biography brings:

– it helps us to understand the past and how it affects us in the present.

– promote your emotional autonomy

– to see your unconscious patterns, understand what is happening to you, and change it.

Information architecture

We developed the information architecture with the client to see what they wanted to show and what was the best way to organise it. 

It is not a direct sales site. It’s a site that provides a lot of information so that you can contact it and then make the sale. Above all, we tried to explain what human biography is and the benefits it can bring to your life.

As a client who is aware of his problem but does not know the method in depth, we prioritise training with podcasts and testimonials.

3. Develop

Design system

We created a design system and a visual image while maintaining the brand colours, looking for a typography that matched the values and what we wanted to transmit.

With the blue we wanted to transmit confidence, responsibility and reliability.

Logo

 We designed a simple logo that is coherent with the brand, the butterfly symbolises the transformation through the therapy of the human biography, caterpillars that transform into beautiful butterflies. 

Wireframes

I made the first wireframes where we organised the content and what would be on each page, to get a first idea.

Prototype and final design

Here you can see the final design, that we tried to some customers and then we made small changes to clarify some points.

Conclusions

  • Creating Sofia’s website, I have learnt the importance of knowing what level of knowledge the user persona has to make a website adapted to that knowledge. If it were an expert, you would talk differently and explain different things. In this case, someone started with 0 knowledge of a type of psychology such as Human Biography. It would help if you never took anything for granted, which helps a lot in talking to your ideal clients.
  • I have learned the importance of testimonials to connect with the people we want to reach and use formats like video to help to understand.
  • Clients like Sofia are looking for someone they can trust who will make their life easier in a process like creating a website. You have to adapt to these conditions to speak prominently and concisely throughout the process because often, that client lacks knowledge of web design and the user experience.