Tabiya's coaching and advisory services were real but the website just didn't show it. As part of a multidisciplinary team, I contributed UX research to a full brand and website redesign to clarify the offering and rebuild trust with potential clients.
The Problem
Dense content, inconsistent branding and unclear navigation left visitors unsure of what Tabiya offered and hesitant to reach out.
Research
Two personas captured the core tension: a senior executive seeking bespoke consulting who needed credibility signals fast and an early-career analyst who struggled to find a clear path to booking support.
Process
How Might We framing, customer journey mapping, usability testing across 4 participants and 6 tasks, wireframes and a refined visual identity.
Outcome
A clearer website with simplified navigation, stronger service positioning and a refreshed brand built to convert hesitant visitors into confident clients.
