Discovery

The project began with a brand discovery session covering Rita's values, motivations, target audience and vision. This formed the foundation for the brand work: design direction, brand values, color palette and logo development.

When the project moved into the website phase, it became clear that the service offering wasn't defined enough to determine what the website needed to say. In a session focused on planning the website structure and content, Rita identified two distinct user profiles within her target segment of people navigating transitions: those who needed clarity on their direction, and those who had direction but needed accountability and momentum to act on it.

With this picture clearer, I gave Rita a set of structured questions to help her define her service packages, taking into account her available time, the needs of her two user profiles, and what a realistic initial offering would look like given that she had recently started a new corporate job. From this, two focused packages emerged, one for each user profile.

I also mapped the user journey and jobs to be done for both profiles through Rita's service to help shape the content and structure of each package, and to inform the website copy so that it spoke clearly to both user types without leaving either feeling unseen.

Solutions

Two service programs

Based on the two user profiles and Rita's available capacity as she settled into a new job, two initial service programs were defined as Rita's MVP offer:

Career Clarity & Confidence Reset — designed for clients who feel stuck or uncertain about their direction, and need space to gain clarity on what they want and confidence to pursue it.

Focused Job Search & Accountability Accelerator — designed for clients who know what they want but need structure, support and accountability to follow through consistently.

Both programs were designed to work independently or sequentially, reflecting that a client might move from one profile to the other as their needs evolved.

Website

The website was designed to guide both user profiles through a coherent and reassuring journey, answering the questions a potential client would naturally have when landing on a coaching website, in the order they would likely have them:

• What is this service and is it for me?

• Who is Rita and can I trust her?

• Is coaching actually right for me?

• What have other clients experienced?

• What are my options and what would suit me?

• What if I'm not sure yet?

The copy was written to keep both user profiles in mind throughout — ensuring that neither felt unseen or unaddressed at any point in the page.

Service sequencing framework

Later in the project, Rita expressed uncertainty about her offering and the desire to immediately launch her high-immersion, long-term service concepts (nature hikes and group travel) instead of the previously established MVP. Rather than treating this as scope creep, I utilized a service sequencing framework to map her service ecosystem into a single visual matrix. This showed that launching with two focused, digital-first packages was not a compromise, but a strategic phase containment. By aligning her future concepts as downstream extensions of her current brand DNA, the matrix validated her long-term vision while protecting her immediate operational viability given her full-time job. This artifact shifted her perspective from restriction to progression, providing the strategic clarity required to finalize the website.