Project Overview
LPA founders Dr. John Capecci, Ph.D and Dr. Tim Cage, Ph.D wanted their website to offer easier navigation with stronger CTAs, and without having to rebuild from the ground up.
What is Living Proof Advocacy?
LPA and their team of coaches offer a method for advocacy that integrates persuasive communication's finest techniques, the core principles of storytelling, and an in-depth comprehension of the process of sharing a personal experience with the public. This approach places the advocate in a central role, not merely as a passive participant, but as a proactive agent of change deserving of both support and admiration.
My Role
I offered a cleaner, clearer flow that led both potential clients and prospective coaches to their rightful destinations on the site. This also included individuals who wanted to understand LPA’s Approach and Mission.
Process
Audit. First, I had to mark all the red flags, dead points, and weak spots in the website’s UI, user flow and overall design.
Consult. Second, I had to prove why my auditing marks made sense. Much of this was determined by a lack of accessibility standards, cluttered UI, and missing focal points. While working one-on-one with Dr. John Capecci, Living Proof Advocacy’s co-founder, we identified the CTAs that deserved hierarchy and how a user could easily navigate around this information architecture.
Tools used
Auditing what needed help
Here were my initial remarks as to what the homepage needed most.
Consulting for a solution
Our CTAs were placed into four categories
The LPA Approach and Mission
Advocate Startup Series (certifying new coaches)
Stories told by individuals
Stories told by organizations
How a user arrives at these destinations was dependent on a cleaner homepage with clear visual hierarchy and updated UI. After pinpointing some weak spots and identifying an easy pathway for each CTA, this is what we made happen. Below is the current homepage.
