Doula Anna Bergman
– online parental courses for expecting parents and doulas.

UX / UI / Branding / Development

Freelance 2021: Webshop

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The client’s request was for a versatile webshop capable of delivering inspiration and knowledge, facilitating the sale of courses and products, and supporting blogging. I took on this project as a solo endeavor, handling all aspects from the initial design phase through to product development and execution. 

Anna conveyed her appreciation, acknowledging that I had effectively met her expectations and her customers’ needs.

The initial challenge was to integrate all desired components and functionalities into a single site while maintaining clarity and user-friendliness.

There was a need to incorporate both online and in-person courses for expectant parents and doulas. In addition to the essentials, the website had to incorporate physical product sales, a blog, and a compilation of stories from previous customers.

Collaborating with Anna, we iterated through several navigation and site structure sketches, conducting testing along the way, until we arrived at the most user-friendly customer journey.

For her online store, I opted for a sleek design that offers
a seamless and straightforward checkout process.

In the site’s overall design, my goal was to convey professionalism, warmth, and Anna’s natural approach to birth and parenting. This influenced various elements, including typography, the blending of images and illustrations, color choices, and the incorporation of subtle micro interactions.

When designing Anna’s identity and branding, I had the website in mind and how these elements would be seamlessly applied there. This included considering how the logotype would transition onto the landing page and how the chosen earthy colors would enhance the overall online experience.