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The vast majority of Ms. Wood’s site users would be adults with ADD, parents of children with learning differences, and adults in varying degrees of crisis. It was clear to us that our target audience would not effectively receive and process information through a traditional communication approach. Based on our research and observations, we hypothesized that our design must contain minimal distraction, offer a sense of variety and be succinct in its presentation of information. By defining these parameters at the beginning of the project, we were able to craft a design that resonates with its intended audience. Our messaging was drafted in succinct bites of information. This division allows the user to quickly discern which elements of the site are pertinent to their needs. It simultaneously creates a sense of variety and activity without overwhelming the user. We envisioned the site as a soothing space for clients and created that mood through the use of a color palette consisting of soft earth tones. As a subtle indication of Betty’s experience with and desire to attract a diverse group of clients, we selected photography reflective of her clients’ ethnicity, sexual orientation, age and gender. As a result of creating a presence on the web, Ms. Wood is able to create a greater sense of intimacy with her clients before she begins working with them. She is also using the site as a means of promoting various workshops and publications that have featured her work. Visit Ms. Wood's site to learn more about her services and to see the implementation of our strategy firsthand. |
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Betty Wood’s Personal Coach and Educational Consultant business emerged from her work with individuals, parents, families, and schools over the span of her career as a licensed psychologist. When we met with her to discuss the design of her web site we observed that we had a unique set of customer behaviors to address.