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About the project
CLIENT
kristinajudina.com
INDUSTRY
Coaching, psychology, mentoring and DISC
GOAL
Separate the areas of expertise and create a clear website structure for different client needs
kristinajudina.com
INDUSTRY
Coaching, psychology, mentoring and DISC
GOAL
Separate the areas of expertise and create a clear website structure for different client needs
Kristina Judina — a website for a multidisciplinary expert
Kristina Judina works across four areas: coaching, psychology, mentoring and DISC.
Originally, all her services were presented on one large website. As her practice developed, new areas and information were added. The structure became overloaded, making it increasingly difficult for users to understand which service was right for them.
The goal was not simply to update the design, but to rethink the website architecture: separate the different areas, create clear navigation between them and give each one its own structure and visual identity.
Kristina Judina works across four areas: coaching, psychology, mentoring and DISC.
Originally, all her services were presented on one large website. As her practice developed, new areas and information were added. The structure became overloaded, making it increasingly difficult for users to understand which service was right for them.
The goal was not simply to update the design, but to rethink the website architecture: separate the different areas, create clear navigation between them and give each one its own structure and visual identity.
!
The project is still evolving. The work is being carried out in stages — from the overall structure and key user journeys to individual pages and new website tools.
01 / Before
One page had to present all of the expert’s different areas of work at once.
- All areas competed for attention: coaching, DISC and mentoring were presented on the same page without clear separation.
- It was difficult to know where to go next: users first had to work through a large amount of information before finding the right service.
- The website could not be scaled effectively: adding psychology would have made the structure even longer and more complex.
- Large amounts of text obscured the main message: Kristina’s expertise was clear, but the value of each individual service was lost within the content.
02 / After
I created a clear website structure, with each area presented on its own page.
Users immediately see the available options and can go directly to the section that fits their needs.
The main website became an introduction to the expert.
We kept the key information about Kristina’s expertise, but instead of describing every service in detail, we focused on the visitor and their needs:
For detailed information about a specific service, users can then visit its dedicated section:
Users immediately see the available options and can go directly to the section that fits their needs.
The main website became an introduction to the expert.
We kept the key information about Kristina’s expertise, but instead of describing every service in detail, we focused on the visitor and their needs:
- what Kristina works with;
- the situations in which she can help;
- how visitors can recognise their own experience in these descriptions.
For detailed information about a specific service, users can then visit its dedicated section:
- CoachingA dedicated page for coaching services and working with clients
- PsychologyA dedicated page for psychological consultations
- MentoringA dedicated page for mentoring and expert development
- DISCA dedicated page explaining the DISC method and its applications
03 / Navigation
Before
The menu linked to sections of one long page: About, Services, Testimonials and Media. To understand exactly what Kristina offered, users had to explore the website in detail.
After
The navigation now reflects the service structure. The main areas are displayed directly in the menu: Coaching · Psychology · Mentoring · DISC. Users can immediately see the available options and go straight to the relevant section.
The menu linked to sections of one long page: About, Services, Testimonials and Media. To understand exactly what Kristina offered, users had to explore the website in detail.
After
The navigation now reflects the service structure. The main areas are displayed directly in the menu: Coaching · Psychology · Mentoring · DISC. Users can immediately see the available options and go straight to the relevant section.
↓
04 / From a service description to a page built around the client’s needs
Before
The service was described from the expert’s perspective: what coaching is, who it is for and which problems it can solve. Users had to read a large amount of text and decide for themselves how it related to their situation.
After
The new page begins with the client’s own needs. Instead of explaining the service first, it presents situations and feelings that users can recognise themselves in. The page then gradually explains how the process works, what the specialist can help with and guides the user towards booking a consultation.
The service was described from the expert’s perspective: what coaching is, who it is for and which problems it can solve. Users had to read a large amount of text and decide for themselves how it related to their situation.
After
The new page begins with the client’s own needs. Instead of explaining the service first, it presents situations and feelings that users can recognise themselves in. The page then gradually explains how the process works, what the specialist can help with and guides the user towards booking a consultation.
BEFORE
AFTER
05 / A new area — psychology
The new website architecture made it possible to introduce psychological counselling as a separate area without overloading the main website with additional information.
A dedicated psychology page was created with a warmer, more personal approach. It presents situations and feelings that users may recognise in themselves, helping them understand Kristina’s approach and decide whether working with her feels right for them.
A dedicated psychology page was created with a warmer, more personal approach. It presents situations and feelings that users may recognise in themselves, helping them understand Kristina’s approach and decide whether working with her feels right for them.
06 / What was done
I was responsible for the entire process — from analysing the existing website to implementing the new structure.
-
Research and UX
- Website and content audit
- Information architecture
- User journeys
- Page structure
-
Content and positioning
- Service presentation strategy
- Content editing and simplification
- Copy for new pages
- Information hierarchy
-
Design
- Visual concept
- Homepage and service page design
- UI system
- Responsive layouts
-
Development
- Website build in Tilda
- Navigation and forms
- Russian and Estonian versions
- Basic SEO setup
07 / Mobile optimisation
After
Key pages and user journeys were optimised for mobile devices. The layout, text and button sizes, navigation and forms were all redesigned. The goal was not simply to shrink the desktop version, but to maintain a clear user journey on a smaller screen.
Key pages and user journeys were optimised for mobile devices. The layout, text and button sizes, navigation and forms were all redesigned. The goal was not simply to shrink the desktop version, but to maintain a clear user journey on a smaller screen.
08 / Result
One overloaded page was transformed into a flexible system that can grow alongside the expert’s practice.
Each area now has its own page and a clear user journey, while the main website serves as an introduction to Kristina and helps visitors choose the right way to work with her.
New services can now be added without rebuilding the entire website structure — as demonstrated by the addition of psychology.
The project is still evolving, so quantitative results have not yet been measured.
Each area now has its own page and a clear user journey, while the main website serves as an introduction to Kristina and helps visitors choose the right way to work with her.
New services can now be added without rebuilding the entire website structure — as demonstrated by the addition of psychology.
The project is still evolving, so quantitative results have not yet been measured.
Have a website that works, but could work better?
I’ll help you identify what is getting in the user’s way, where sales opportunities are being lost and which changes will make a real difference.
LET’S DISCUSS MY WEBSITE →
I’ll help you identify what is getting in the user’s way, where sales opportunities are being lost and which changes will make a real difference.
LET’S DISCUSS MY WEBSITE →
Julia Jelissejeva
UX/UI · Existing website improvement
