PROJECT · 2026
Product design and development for Kelly Hine coaching and membership platform
A personal brand website designed and developed to move women from overthinking to enrollment in the Happiness Reset and Soul Space membership.
Role
Product Designer & Web Developer
Timeline
2026 · End-to-end delivery
Team
Solo
Stack
Figma, Conversion UX, Frontend Development, Funnel Design
Kelly Hine is a coach helping women move from overthinking and anxiety to calm, purposeful living. Her site opens with an emotional hook — "Fall in love with life again. Get out of your head and into your heart" — then immediately names the pain her audience feels: "Is this it? Is this all there is?" I designed and developed the platform to convert that resonance into two clear product paths.
01 — CHALLENGE
Emotional brands need product clarity
Kelly's audience arrives in a vulnerable state — stressed, insomniac, feeling something is wrong without knowing what to change. The site must feel warm and safe, but it also must answer "what do I do next?" without overwhelming someone already stuck in their head.
The live funnel is deliberately simple:
Step 1 — GET STARTED NOW: 3 Week Happiness Reset — "Go from stressed out, overthinking and stuck in your thoughts, to become the happiest you've ever been."
Step 2 — STAY ON TRACK: Soul Space Membership — described as "your gym membership for the soul" with done-for-you teachings, practices, and community support.
02 — APPROACH
Two-step framework as the conversion backbone
I structured the page around Kelly's own teaching model:
- Belief shifting — "Everything you need to live your best life is already inside you"
- Permission — addressing the secret fear that something is wrong with them ("so many other women feel just like you do")
- Credibility through story — Kelly's journey from "stressed-out insomniac" to teacher
- Social proof — testimonials from Julie Honeysett, Dee Toscano, Sandra, Karen Hadfield, and others describing anxiety relief and life change
- Lead magnet — free 9-minute inner-peace video + e-book on "3 barriers to inner peace"
- Content hub — podcast appearances, guided meditations, and blog posts for ongoing trust
03 — DESIGN DECISIONS
Warmth without funnel aggression
Decision 1: Numbered steps reduce decision paralysis
Instead of a menu of programs, the "2 steps to life-changing happiness" frame gives one entry product (Happiness Reset) and one retention product (Soul Space). Visitors who are not ready for membership still have a free resource path that captures email without hard-selling.
Decision 2: Testimonials as identity mirrors
Quotes emphasize specific outcomes Kelly's audience wants — anxiety relief, perspective shifts, feeling safe and supported. I designed testimonial placement after the two-step framework so social proof validates the path, not just the person.
Decision 3: Member login always visible
Existing Soul Space members need instant access without wading through acquisition copy. A persistent member login link respects the dual audience: prospects converting and members returning daily.
04 — OUTCOME
From whisper to enrollment
2-step
Happiness Reset → Soul Space
3 weeks
Entry program duration
Free
Inner-peace lead magnet
Community
Soul Space membership layer
The platform helps Kelly's audience feel seen first and guided second — turning a personal brand story into a repeatable product journey that scales beyond one-to-one coaching hours.
