Tabiya Services

Streamlining Service Offerings, Building Trust, and Elevating Brand Identity

In a dynamic, one-month client sprint, I collaborated with a team of 16 UX/UI designers to redesign Tabiya’s website and visual identity; reflecting its shift toward coaching and business advisory services. Our objective was to attract, engage, and convert Tabiya’s ideal customers by showcasing its expertise through a modern, trustworthy brand presence.

I took on a key role as UX researcher, leading user interviews and usability testing to ensure our design decisions were grounded in human-centered design principles and aligned with real user needs and expectations.

My Roles

UX Research

Lead User Interviews

Lead User Testing

Final Presentation

The Project

Feb 2024
1 Month

Team of 16

Tools
Figma
Miro
Otter Ai Transcription
Notta Transcription
Loom

Delivery
Mobile
Desktop

Problem Statment

Tabiya’s outdated website and inconsistent branding struggle to clearly communicate its coaching and consultancy services, leaving professionals feeling unsure about its value proposition.

The lack of clear and structured information, and personalised touch reduces user confidence in brand credibility and leaves potential clients feeling hesitant to engage, ultimately hindering Tabiya’s growth and client acquisition.

Research

The Corner stone of our Research
User Interviews

The Challenge

Unlocking Insights & Conducting User Interviews in a Niche, Interconnected Industry

The Process

A Methodical Approach to Securing Key User Groups.

Design

Tactful Questions with Purpose & Impact

Execution

Casting the Net to Maximise participation in a limited candidate pool

What were the competitors doing and how could we capitalise on this?
Heuristic Analysis and Competitor SWOT Analysis

Identifying these weaknesses, became our opportunities

Refine

What we learnt & how users showed us the way
Affinity Mapping

Affinity Mapping revealed the paths to attract, engage, and Convert Tabiya’s Ideal Clients.

Two themes from Affinity Mapping became our priorities:

Streamline Navigation
Clarify Tabiyah’s Value Proposition

Streamline Navigation

Structure Service Offerings

Cohesive Minimalist UI Design

Clarify Tabiyah’s Value Propositon

Showcase Credibility

Increase Interactivity & Engagement

Putting Users Front and Centre
User Personas & Journey Maps

Who needed Tabiyah’s services?

Why did they need them?

How do they engage with these services?

What would their journey look like?

To create a solution that was contemporary, engaging and credible, these questions required answering. User Personas and their Journey Maps were key to this process.

Alexandra - A business user seeking Tabiyah's services

Jordan - An individual user seeking Tabiyah's services

Design

Bringing our UX Research Findings to Life
How Might We?

Co-Ideation Session & Collaboration to Illuminate Ideation
Brainstorming & Crazy 8s

Ideation was a team effort and the initial intent; to bring as many ideas to the table as possible. We conducted a co-design session with the client to Brainstorm ideas, followed by a Crazy 8’s session to bring all these ideas together in a more tangible and visual offering. The problem statement and how might we were our guiding light for the ideation session. The goal was to be expansive, flexible and fluid in our approach to ideation. Refinement would come later.

Fast-Tracking Human-Centred Design by Prioritising High Impact & Low Effort Solutions
Minimum Viable Product Roadmap

Four design solutions became clear:

Services Page: Clear sectioning through bold headings, addition of professional imagery throughout, and concise copy.
Demonstrate Value Proposition through Credibility: Feature Case Studies, client testimonials & showcase Tabiyah personels’ credentials & expertise.
Simplify Navigation: Simplify navigation by removing sub-pages and making key information easily accessible
Increase Interactivity and Engagement: Introduce an FAQs section to help answer users’ questions and overcome possible objections

Cutting the Fat and Creating Structure
From Information Architecture to Wireframes

Our next steps involved redesigning thesite information architecture and developing user flows to support our key design features in an efficient, user-centric way. This was especially critical for top priorities such as the Services page, streamlining navigation and eliminating redundant site pages.

Information Architecture and user flow artefacts were critical to the development of our lo-fi wireframes for desktop and mobile.

Iteration to ensure optimisation
User Testing

Following our first high-fidelity prototype, we conducted usability testing to validate our decisions and uncover areas for improvement. Key insights led to meaningful design changes, strengthening Tabiya’s value proposition and streamlining site navigation.

More Convenient CTAs Improving User Flow and Conversion

Users wanted call-to-action buttons like ‘Book a Chat’ placed directly beneath service offerings.
This change reduced cognitive load and scrolling, making it easier for users to take action.
Result: Increased lead generation for Tabiya’s coaching and business services—two core goals outlined in the brief.

Clearer, User-Centric Labelling Enhancing Trust and Clarity

The original section title ‘Our Partners’ caused confusion—users weren’t sure if it referred to clients, investors, or collaborators.
Based on feedback, we renamed it to ‘Our Delivery Partners’, clearly conveying that Tabiya is a scalable service with a trusted network of professionals.
Result: This subtle yet strategic update reinforced the brand’s credibility and addressed a key research insight.

These are just two of the many user-informed changes that helped us create a more intuitive and impactful solution for Tabiyah. Every decision was guided by evidence, ensuring that user needs remained at the centre of our design process.

The Solution

5 Evidence Backed Solutions

Clarifying the Value Proposition from the First Click
Redesigning Tabiyah’s Home Page

To ensure users immediately understood Tabiya’s offering, we focused on strengthening the value proposition directly on the homepage. We did this by:

Showcasing credentials,
Putting a human face to the digital brand (critical in a networking driven industry)
‘Hero-ing’ previous clients and client testimonials

We built credibility and helped users land with clarity and confidence—knowing exactly who Tabiya is and what they offer.

Users Said…

We Delivered…

Tabiyah’s Home Page re-design

Driving Home Credibility, Trust and Value Proposition
Introducing an About Us Page

User Interviewees noted video content assisted with decision making when seeking coaching or learing and development services. Seeing and hearing the coach/facilitator was more effective in earning trust than swathes of text and written claims
An industry that heavily relied on face-to-face networking and word of mouth - it was important to put a face to the brand in a digital space to develop recogniotion and trust
User interviews expressed the need to provide greater depth and clarity of Nigel’s credentials & personal value proposition.

Creating Tabiyah’s About Us Page

Streamlining Navigation & Developing User Centric Hierarchy of Information
Re-designing the Services Page

Reducing mental load and friction so users could get the job done, we implemented:

Convenient CTAs in headers footers to support lead generation and a focus on bespoke consultation services
Convenience CTAs below services
Calendar booking feature and contact option for a direct chat - all users expressed the importance of bespoke and face to face discussion for their needs in the coaching and Learning & Development space.

Re-designing the Services Page

Coaching & Professional Services on the Go
Mobile Design

User Interviews, Competitor Analysis and Heuristics Evaluation all confirmed that mobile digital offering was essential to a contemporary service that could be accessed on the go and from anywhere.

Tabiyah Home Page and Services Page on Mobile

Engagement & Brand Identity
FAQs page, Blog, logo redesign & SEO Recommendations

A secondary objective within the client brief was to improve Tabiyah’s marketing & branding engagement.

FAQs Page and Blog

Two logo options presented to the client

Logo options in use

Reflection & Next Steps

What I would do differently

User Interviews:

Improve user interview recruitment strategy: To expand the interview pool and have a broader cross section of voices to represent each of the 4 user categories.

User Testing:

Expand research on pass/fail metrics for task completion & acknowledgement: Measures of success for the testing were useful however further research would likely reveal best measures for clearer qualitative results.

Project Road Map

Phase 1: Quick Wins

Phase 2: Must Haves

Phase 2: Must Haves

Nice to Haves

Client Testimonial

“We gave the team a brief to redesign the web front end of Tabiya Services to present a better face to a broader client base, rework our logo and structure, and provide recommendations on how best to apply the new work in future marketing campaigns.

From the start, this has been a terrific experience. The team developed and presented to me a clear and well articulated four week design methodology, based on weekly objectives. The methodology incorporated regular touchpoints with me as client, and involved clever user research with Tabiya clients. They interpreted our brief beautifully and accurately, asked targeted questions, and incorporated my feedback into their design at fast pace. Online meetings were clear, concise, well chaired, and always ran on time. The Academy XI team had clear roles, and each team member contributed wonderfully with genuine commitment.

Because the methodology was so well applied, the results were excellent. User research was insightful, and clearly fed the design process. Creative work was imaginative, while remaining true to the brief. I valued being offered choice in the design options that arose. The work was accompanied by really helpful recommendations and advice, presented in a future state, phased roadmap. Overall, the deliverables were professional grade, and this was reinforced by my independent developer who was equally impressed.

Thanks again to the entire team: a genuinely positive and productive experience.

Dr Nigel Nutt
Founder and Director
Tabiya Services Pty Ltd”