Tabiya Services
Equipping a solo consultant to move beyond reliance on personal referrals by redesigning his website to become a lead generation engine and reducing feast-or-famine cycles through creating valuable content that attracts cold clients online (business leaders, HR managers and professionals from graduates to C-suite).
This project covers UX design and visual design. Tabiya’s rebranding details are currently in progress.
Roles
UX Lead
Tools
Figma, Miro, Google Workspace, WordPress
Deliverables
Web (primary)
Mobile (secondary)
Duration
4 weeks
The Brief
Business Goals
Geographically, expand nationally beyond Canberra. Establish the business as a recognized authority in executive coaching, business advisory, workshops and consulting.
Operationally, aim for predictable recurring revenue through coaching retainers or small group programs. Keep the solo-plus-partners model but build systems that scale without employees.
Strategically, boost client discoverability through Linkedin and SEO.
Challenges
- Over-reliance on existing networks which leads to inconsistent work volume.
- Poor website performance (text-heavy, broken links, designed only to inform existing contacts and no mechanism to generate inbound inquiries from strangers)
- Lack of expertise in digital marketing and visual design
- Transitioning from large-team management to solo operation requires a different approach to business development and lead generation.
Research
Methods
Internal: Heuristics, competitor analysis, HMW questions, MVP
External: User & stakeholder interviews, co-design session
Key issues discovered through our heuristics include: no value proposition, lack of design structure, no CTA to attract inbound inquiries and broken functionalities. These technical and visual flaws create an amateur impression that contradicts the coach’s professional credibility.
Findings from external research validated our heuristics. Users want clear definitions of what Tabiya does and a well-structured website. As one quote summed it up: “If the website looks like a scam or an amateur operation, I will assume the coaching is also low quality, regardless of the coach’s actual reputation.”
The #1 actionable insight from this research is to make the website reflect the expertise and quality of the coach himself.
Key Features
With insights gathered through research and HMW questions as spring board for ideations, our quick wins focused on designing a website that reflects the expertise offered. These include: clear sectioning, introducing FAQ, improving navigation, featuring client testimonials and brand refresh.
This project covers UX design and visual design. Tabiya’s rebranding details are currently in progress.
disconnect between the brand & the expertise behind it
The website appearance and lack of clear service offering created hesitations for professionals seeking the best coaching and advice for themselves and their business. They are struggling to understand if Tabiya is a match based on what they see on its website.
Solutions:
- Put value proposition and the coach photo at the top of the front page to instantly tell Tabiya’s offerings and optimize conversion. While the photo creates trust and connection.
- Feature client testimonials to demonstrate value proposition.
Over-reliance on existing networks
The coach depended on referrals and personal contacts. These networks eventually go cold over time which leads to inconsistent work volume. The website also has no front-end presence to generate inbound inquiries from strangers.
Solutions:
- Prominently display “Book a chat” and “Get In Touch” buttons. These CTAs are accessible on every page. Visitors can access inquiry form, scheduling integration and contact the coach through phone/email at any time.
- Clear service categories and recurring revenue pathways (coaching retainers, workshops) to mitigate feast-or-famine cycles.
Transition from large-team to solo operation
Previously led a firm of 150 people but now prefers solo-plus-partners model to grow without employees.
Solutions:
- Create audience pathways by adding FAQ page, blog with SEO-friendly structure and cold CTAs to attract inbound leads.
- Build delivery partners section for network depth signaling capability without employees.
Lack of digital marketing & design expertise
Combination of text-heavy pages, broken links and lack of visual structure make the website look amateurish.
Solutions:
- Remove the subpages to streamline navigations and mitigate broken links. Making key information easily accessible.
- Replace the current text-heavy WordPress site with a more appealing online presence that generates inbound leads.
logo rebranding
Refresh the logo to optimize Tabiya’s digital presence and enhance the original branding palette for better brand recognition.
Summary:
- Simplify the logo and realign the typography to make the visual more balanced and adaptable in various sizes.
- Introduce an accent color to highlight important actions and organize the existing branding colors into a hierarchy for visual balance across the website.
Tabiya’s rebranding details are in progress.
User Testing Feedback
We engaged four participants to interact with an early prototype and complete six tasks, each targeting a different section of the website. While users were able to navigate most areas with relative ease, they experienced difficulties locating the Partners, Workshops, Finding a Service, and Booking a Consult sections.
We applied usability insights to refine the second-phase prototype and deliver evidence-based design solutions.
Future Recommendations
The foundation
- Use lightweight and mobile friendly WordPress theme with optimized imagery for faster load times.
- Utilize tools like Yoast or Rank Math for managing metadata and structured content
- Partnership with a copywriter for stronger internal linking strategies to improve navigation, discoverability and long-term maintainability.
Content & authority
- Publish an SEO-driven blogs with optimized headings, imagery and linking structures to make it search-friendly.
- Build authority through influencer-driven backlinks and automated LinkedIn content sharing to enhance reach and drive ongoing audience engagement.
Drive long-term growth
- Boost user experience through AI-powered search and filtering to improve website content discoverability and user engagement.
- Write evergreen content and create interactive experiences like quizzes.
- Embed YouTube videos and optimize transcripts to expand reach, improve accessibility and support long-term organic growth.
SEO and content strategy for the WordPress website is laid out in three phases, with each phase building on the previous one. This staged approach was chosen because it is practical and sustainable for solo operation.
Reflections
My contributions
As the UX lead, I utilized skills matrix mapping to build a more efficient and collaborative workflow. During onboarding, I identified each member’s transferable skills and technical backgrounds and then I delegated responsibilities to maximize the team’s collective output.
I directed my team to standardize the style guide to ensure the brand remains versatile across different touchpoints. The core of my design governance decisions were to ensure our output are tied to the business goals rather than just aesthetics.
Challenges
I acted as the process architect to overcome team stagnation by providing initial frameworks and technical mentoring to spark momentum. This approach transformed passive execution into proactive collaboration.
This project also reinforced the importance of valuing perspectives beyond my own. I navigated conflicting design inputs by prioritizing business objectives over personal preferences. By balancing subjectivity with strategic intent, I successfully maintained project integrity and client trust.
This project covers UX design and visual design. Tabiya’s rebranding details are currently in progress.
