A Confident Mindset™ (ACM) was founded with a singular mission: to foster unshakeable confidence in learners across the nation, crafting curriculum, resources and materials that bring confidence education to schools.
Research first, data and audits defined what to change before any visuals.
Before initiating the design process, it was important to look into where in the flow the existing site was losing users. Reviewing funnel analytics for the enrollment process allowed me to find the specific “drop-off” in the flow, which provided a specific problem to focus on and solve.
To modify the flow, I audited comparable educational sites across three areas: enrollment flow structure, visual identity, and their content and message approach.
A concrete plan for what specifically needed tweaking, rather than starting from a general, aesthetic-based point.
Using those findings, I remapped the site’s structure and the enrollment flow specifically, using Kajabi and its built-in funnel features as a guide. Content was reordered so trust signals, testimonials and instructor credibility, appear before the ask to commit.
The flow was developed over a few weeks with weekly check-ins with the client and the external development team, tapping into their knowledge of students, parents and educators.
With the structure in place, the next priority was expanding ACM’s visual system, typography, color and components, to be used not only across the enrollment flow, but also course pages, social media and educational materials.
Building on the existing brand guidelines, I created icons and colorways and refined the site on Kajabi to streamline course presentation, simplify enrollment and showcase the curriculum in a clear, approachable way.
This project paired research and design. Starting from a data-identified problem kept the flow focused, so each design decision addressed a specific pain point in the overall process.
The rebrand establishes a consistent presence, and the collaborative process helped ensure the design intent survived implementation rather than getting lost in translation.