Claiming Prosperity
Empowering women of color to transform their relationship with money
Meet Jennifer
Jennifer Navarro-Marroquin (she/her) is the founder and owner of Claiming Prosperity. She integrates her passions in Holistic Healing and Financial Education— a seasoned professional in massage, aromatherapy, energy work, journeywork, meditation, and financial coaching.
As an entrepreneur, she champions the power of business ownership. She helps guide individuals, families, and business owners to secure their financial futures by sharing vital education and connecting them to the right products.
Project Achievements
This responsive website redesign project was a collaboration with the current website developer and myself. I created mockups and visual branding assets.
My Design Process
WEBSITE AUDIT
Assess functionality, navigation, scannability, and overall brand impression.
DESIGN STRATEGY
Establish a vision, goals, and plan for the project.
VISUAL DESIGN
Craft a distinctive branding identity.
ITERATE & DELIVER
Prioritize client feedback for the final details.
Project Goals
Photo by werayutht on Envato
1. Refresh brand identity
Elevate business with a digital presence reflecting her growth plans.
2. Enhance content strategy
Transforming text-heavy pages into engaging layouts for better user interaction.
Let's Go Back To The Start
Jennifer has had a steady stream of clients since the launch of her business in 2018. As Jennifer prepared to launch new services and broaden her impact, her website needed to reflect the transformative work she had been doing.
Identify The Opportunities
I conducted an audit of the current website to discover delightful and confusing experiences related to the overall user experience.
Website Audit Factors:
1. Functionality and navigation
2. Improve information structure
3. Scannability
4. Page Speed
5. Broken links or files
6. Overall branding impression
7. Evaluating content quality and opportunities for repurposing
The results helped inform me of opportunities where potential clients could exit the website based on friction points they experienced.
Design Strategy
Based on initial research on the topic of financial services, unveiling 'trust' in financial services was one of the top factors clients were looking for in any financial coach.
Crafting a brand and content strategy to align with client needs is key to attracting visibility, attracting ideal clients, and driving conversions.
1. Simplify Content Strategy
This is an illustration of optimizing the homepage's events section to reduce confusion. Jennifer attracts leads post-event attendance, therefore, it was crucial to show events on the homepage higher up on the page, in a more simplified way.
Rationale: Having two buttons in the Hero button provides potential clients options to where they want to navigate. Removing the events module on the landing page helps shorten the length of the page.
2. Improve Usability
During the audit, I observed clear overall navigation. Yet, if a potential client sought other services, they had to scroll back to the top of the navigation bar.
Rationale: To enhance this, I introduced a card design, providing a preview of additional services without requiring a return to the top.
3. Enhance Content Strategy
I enriched the eLearning course page with detailed curriculum previews.
Rationale: Adding a sample curriculum conveys more credibility and quickly communicates what the learning goals and what other resources they will receive.
Establish Visual Identity
Creating trust across the digital space. I created a mood board to visualize Claiming Prosperity’s brand attributes: Uplift, Authenticity, and Community.
Style Guide
Optimize the current color palette
Jennifer asked to keep her primary colors: Purple and Gold. To balance warm and cool hues, I chose to replace the white base color with a cream for a warmer palette.
Incorporating Illustrations
Adding illustrations can enhance the overall aesthetic. I used these illustrations as accent elements to communicate new beginnings, strength, and calmness.
Illustrations provided by Blush Design
Font Selection
The current font style was a serif font. Modern, readable, and accessible, I chose Lato and Catamaran typefaces, incorporating italicized elements for movement.
The Final Outcome
I seamlessly integrated a revitalized brand identity and restructured content flow, creating a website that authentically reflects Claiming Prosperity's essence.
The Redesigned Website Includes:
✔ Core Pages: Homepage, My Story, Events
✔ Sales Pages: Tailored designs for three coaching services
The subsequent phase involved collaboration with Claiming Prosperity's current web developer to implement these carefully crafted designs.
Measuring Impact
As part of my client offboarding, I provided Jennifer with ideas on how to measure impact post-launch. These metrics can help inform her how visitors interact with the website.
For example, which pages are getting the most engagement and where do visitors start dropping off during their visit?
1. Average Page Views Per Session
2. Bounce Rates
3. Traffic Sources
4. Interactions Per Visit
CLIENT TESTIMONIAL
“Working with Mel during my website refresh was an amazing experience. Mel has a great combination of skill set, great eye, feel for design esthetic, and professionalism. She took the time to hear my vision and had a diligent approach to walking me through the project.
She also took the lead on the project management side by working directly with my website developer to ensure that the design we agreed on was implemented correctly. Mel was very communicative throughout the process and over-delivered on my expectations. She will be my go-to person for any website redesign project. Thanks, Mel!”
- Jennifer Navarro-Marroquin, Founder and Owner of Claiming Prosperity
Curious if we're a good fit?
We here for a warm and open conversation. We'd like to get to know you and help you in making the best decision for your needs. Contact us for a free 30-minute strategy call.
Selected Client Work
Claiming ProsperityRebranding and Website Redesign
MEB Consulting GroupBranding and Website Design
Plate By Plate LA 2024Branding Strategy + Website Design (Nonprofit)
A web design business born in the Bay Area 🌁, raised in Los Angeles🌴.
© 2024 Designing With Mel
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