Development

Before the website was created I had an intake and some conversations with the client. On the base of this conversation some key points were established:

1. Kinesiology is an unsought service-> how will the potential visitor be convinced that this is service is exactly what he/she needs?
2. Kinesiology has a lot of negative publicity and unknownness -> in what way can Ikigai position itself that the visitor does not make this connection?
3. Kinesiology is not an average service which can be afforded by everyone -> how is the website going to target only this specific group?
4. Kinesiology is a homogeneous service -> how can we make this service heterogeneous?

Design choices

To fulfill these key points the following user experience choices have been made.

1. The website has been developed in a story manner. That is to say the home page starts with the main issue of the target group and then it links to pages about what kinesiology is all about and for what it can be used. In the end these pages are linking to the general page which encourage the visitor to reach out. To make the concept more clear and more accessible the topics have been separated in sections and is the text responsive. As a consequence it is easy to navigate and quick to read.
2. SEO readability was sacrificed in favour of a closer fit with  the target group. This means long sentence and difficult language have been used as this the way the target group communicates.
3. In order to distinguish herself I asked the client to tell more about herself and strength. This has been the reason that the client wrote about herself. This gave also an unique angle as she decided to combine coaching & counselling service with with kinesiology.
4. General terms have been used and there is one page dedicated who shed light about the way the appointments go. To prepare and set expectations for future clients. Also, specific colours have been used:

• White – gives the website a neat and fresh expression.
• Green (internal links) -> easy to spot and create a relax and friendly aura.
• Blue: a lighter version have been chose to stimulate concentration and it represents reliability, honesty.
• In addition the color green has been used for internal links to create a relaxed environment whereby the links are easy to spot.