Luminary Leadership
Coaching & Consulting

Website Design & UX Strategy

— Overview

Luminary Leadership Coaching & Consulting was born in bringing the client’s vision to life of combining both their consulting and coaching business.

  • Web Designer & User Experience Consultant

  • Aleks, Designer
    Daniela Veljkovic, Leadership Coach

  • Website design & user experience consulting

    Fall 2023 - Winter 2024

Disclaimer: Website updates & maintenance are completed by the client.

Personas

These personas helped us determine how to navigate the balance between providing a digital experience relevant to executives for one-on-one coaching as well has opportunities for team coaching.

Each journey map is customized to its respective persona to serve as a reminder to focus on the unique client experience and mental model during the design process.

UX Strategy
& Website Design

Prioritizing credibility and trust were key goals integrated in the brand messaging for the Luminary Leadership website.

Intentionally considered CTAs, brand consistency, clear content and integrated booking systems allow for logical, intuitive pathways to guide users to their goals.

Defining Core User Journeys

  • "Learn About Coaching":
    A new visitor lands on the homepage → Understands your services
    → Reads about credentials
    → Schedules a discovery session

  • Returning User:
    Regular client access services
    → Selects a plan to purchase

Information Architecture

  • Optimize navigation for clarity (limit top-level menu items to 5:
    → Culture
    → Leadership
    → About
    → Contact
    → Insights

Experience & Function

  • Prioritize easy access to key features like contact forms, testimonials, and scheduling

  • Leveraging content strategy with blog posts on leadership, performance optimization, or work-life balance

  • Online booking integration via Calendly

Visual Design

  • Developing colours that provoke trust and reliability

  • Clean, minimalistic design with significant white space

  • Strong headlines, responsive design optimized for mobile and desktop

  • Accessibility considerations in mind, such as alt text and contrast ratios

WIREFRAMING

  • Clean, minimal, mobile -friendly

  • Easy to follow and read

  • Image to text ratio is straight forward and equally balanced

Disclaimer: Website updates & maintenance are completed by the client.