When Yoga Alliance decided to overhaul its brand, the website was the most consequential expression of that change and the least defined. The organization had committed to a new direction, but what that meant for the site's content, navigation, and user experience was still an open question.
I started with the data we already had. Analytics pointed clearly to where prospective members were dropping off in the sign-up process and which pages about our credential offerings were generating confusion rather than confidence. That gave us a concrete brief: make the value of membership easier to understand, and the path to joining easier to complete.
From there, I developed the content and UX strategy, drawing on both the analytics and my background working with SaaS and subscription businesses where onboarding friction is a well-understood problem. I translated that strategy into a clear brief for an outside agency, giving them the direction they needed to move quickly without sacrificing quality.
Throughout the process I reviewed and refined copy and designs, keeping the work grounded in the original strategic intent. I then led the approval process with senior leadership, presenting the approach, layout, and content for sign-off at each stage.
The result was a site that reflected the new brand and worked harder for the people using it: cleaner navigation, clearer credential content, and a sign-up flow designed around where real users had been getting stuck. Average time on page increased by roughly 50 seconds per session, a meaningful signal that visitors were engaging with content rather than bouncing past it.