Lindsay Seamans - Designer

Redefining Empathable’s Website

Clarity by design: transforming complexity into measurable impact

+ 79%
Organic Traffic Increase

↓ 51%
Bounce Rate Decrease

Background

Empathable is a B2B empathy training platform trusted by Cisco, Ford, and Harvard-affiliated institutions. It helps organizations, healthcare institutions, and higher-education communities build empathy through immersive first-person POV “Walks,” combining real workplace scenarios, reflection, expert insights, and AI-guided practice to make emotional understanding actionable.

At a glance, the site didn’t answer:
    • What does empathy bring?
    • Why Empathable?
    • Who is it for?
    • How does it work?

I led design, co-led strategy, and helped edit copy for a complete redesign — transforming the site into a trust-building, enterprise-grade marketing platform.

(All views here are my own and do not necessarily reflect the views of Empathable.)

My Role Included:

Led UX + visual design direction (navigation, hierarchy, visual tone, CTAs)

Proposed innovations beyond scope: proof integration, narrative scroll paths, outcome-first messaging

The Challenge

Visitors were unsure of Empathable’s value, audience fit, or next step.

The original site failed to:

  • Convey credibility and measurable impact
  • Differentiate Empathable in a crowded market
  • Guide visitors toward booking a demo (the key growth driver)


Visitors often left without engaging or booking a demo, a clear signal that the site needed a trust-building, conversion-focused redesign.

GOAL:
Create a persuasive, trust-building platform that appealed to multiple audiences while aligning with founder priorities.

Discovery & Insights

To tackle the challenge, we dedicated time to a discovery phase to explore the product, audiences, and client priorities. Our goal was to identify gaps, surface opportunities, and create a foundation for strategic redesign.

Redesigning Empathable’s website required more than aesthetics: it had to persuade. Persuasion hinged on addressing two audiences per industry: buyers (budget holders evaluating ROI) and end users (staff whose participation drives results). As per the client goals, healthcare was prioritized as the top growth sector, while organizations remained Empathable’s largest revenue stream and opportunity pool.

Key Goals:

  • Increase the adoption of Empathable in the healthcare and wellness providers industry, including hospitals, clinics, and healthcare organizations.
  • Develop a scalable and easy-to-implement learning experience that ensures consistent results while fostering engagement and growth among employees.
  • Differentiate from ineffective training programs by providing a structured, research-backed approach that delivers proven results.

Design & UX

Phase 1 Scope of Release:

  • Homepage & Industry Pages: Deliver immediate value and clear differentiation within 30 seconds
  • What We Do Page: Explain product, value proposition, competitive advantages, and offer interactive “Walk” demo
  • Messaging: Educate, build trust, differentiate, convert
  • Proof: Metrics, testimonials, client logos
  • CTAs: Contextual, audience-specific

This blueprint served provided guidance throughout execution, revising copy, UX design choices, and visual decisions toward clarity and action.

The redesign went beyond visuals, becoming a strategic, user-centered engine that drove clarity, trust, and business growth. By anchoring design in content strategy, narrative flow, and proof points, we ensured that users not only understood the product but were motivated to act, building trust and confidence at every scroll.

  • Rewrote key pages with outcome-first, modular storytelling woven into layouts
  • Redesigned navigation for clarity — streamlined menus into clear, intuitive pathways
  • Introduced narrative scroll paths that guide visitors from problem → solution → proof → demo CTA
  • Clarified how POV “Walks” work in plain language so users immediately understand the product
  • Embedded metrics, testimonials, and client logos directly into page design as proof points
  • Recommended authentic photography to build trust and balance illustration-heavy content

OUTCOME:
Pages that cohesively connect product strengths to audience needs, ensuring the redesign wasn’t just aesthetic but strategic.

Execution

Key Page Enhancements


Homepage

Clear headline, outcome-focused copy, repeated CTAs, narrative scroll path

What We Do

Modular layout, explained multi-step process, integrated proof points

Healthcare
Logical structure: Pain → Method → Impact → Proof; metrics/testimonials added

Education
Clear journey, measurable outcomes, strategic CTAs
Organizations


Outcome-focused modules, clean visuals, embedded CTAs

Outcomes

Organic Traffic Increase

Bounce Rate Decrease (was 70%)

Organic Keywords Increase

Site Accessibility (Up from 92%)

Impact:

  • Transformed fragmented site into a conversion-focused platform
  • Positioned Empathable as a credible, performance-enhancing solution
  • Created a scalable design system for future growth

Reflections & Lessons Learned

  • Strategy and proof amplify design
  • Inconsistencies erode trust quickly in enterprise contexts
  • Outcome-first storytelling drives conversion

Next Steps / Phase 2 Research

  • Phase 2 moderated usability testing (Fall 2025)
  • Validate clarity, navigation, and CTA effectiveness
  • Ground future iterations in real user data

“What impressed me most was Lindsay’s ability to transform our website from something that was ‘just okay’ to something of much higher caliber. She was responsible not only for the formatting and visual design but also proactively suggested interactive tools and features that enhanced user engagement.”
– Founder, Empathable