Lindsay Seamans - Designer
Empathable Project Cover

Empathable – Empathy Training for Workplaces

An end-to-end website redesign to clarify value, streamline messaging, and modernize visual storytelling.

I led the content & visual overhaul to better serve healthcare and other industry clients.

Problem Statement

The original Empathable website lacked clear, consistent messaging and an intuitive user experience, making it difficult for visitors – especially healthcare and B2B clients – to quickly understand the product’s value and offerings. This resulted in low engagement, weak brand credibility, and missed conversion opportunities. The challenge was to redesign the site with a unified content strategy, clearer hierarchy, and modern visual storytelling to improve clarity, trust, and user flow for diverse industry audiences.

Case Information

  • Duration

    6 Months

  • Role

    Design Lead

  • Team Size

    Product Creator, 2 Designers, 1 SEO Specialist, 1 Product Strategist

  • Tools Used

    Figma, FigJam, Adobe CC, WordPress, Google Suite

Challenge & Opportunity

  • The old site lacked clarity: visitors struggled to understand Empathable’s offerings and benefits quickly.
  • Messaging and industry pages were inconsistent or vague.
  • The UX/UI didn’t reflect the credibility needed for B2B/healthcare audiences.
  • Objective: Create a unified, accessible site with clearer hierarchy, concise copy, visual cohesion, and conversion‑optimized flow.
Before and After: Home Page Redesign

Design Process & Strategy

  • Discovery & Strategy: FigJam workshops defining user personas, messaging hierarchy, and content strategy.
  • Information Architecture: Organized primary site structure: Homepage, Industry pages (Healthcare, Education, Org), How It Works, App, Testimonials, Contact.
  • Wireframes: Low-fidelity sketches to visualize layout flow and CTA placement.
  • High-Fidelity & Copy: Crafted final designs with polished visuals, refined branding, and strategic copy—consistent across industries.
  • Iteration & Review (On-going): Collected feedback and refined messaging and UI patterns to align with brand and user expectations.
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Key UX/UI Enhancements

Homepage

  • Before: Latent hierarchy, soft visual emphasis, inconsistent CTA placement.
  • After: Bold, impactful headline (“Empathy: The Performance Catalyst”), clear navigation, and repeated “Request a Demo” CTA in visual rhythm with content.
  • Layout restructured to guide users through: Who it serves → How it works → App/Product features → Testimonials → Conversion block.

Industry Pages

  • Consolidated content with structured tabs or sections tailored to each audience: healthcare, nonprofit, education, etc.
  • Used supporting iconography, outcome metrics, and client logos for storytelling.
  • Introduced feature imagery and context-driven visuals to build trust and clarity.

Visual Branding

  • Simplified color palette for better readability and less noise.
  • Unified icon style and image selection to match authentic tone and brand sensibility.
  • Clear section backgrounds and whitespace to enhance flow and pace.
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Before and After: Home Page Redesign
Home Page
What We Do
What We Do
Organizations
Organizations
Healthcare
Healthcare
Education
Education

Outcomes & Learnings

  • Website now communicates purpose and benefits within seconds via clear positioning and refined layout.
  • Improved trust and engagement via strategic testimonials and client logos.
  • Internal feedback highlighted clarity of message, ease of navigation, and increased conversion readiness.
  • Learned the value of aligning branding visuals, voice, and UX with target industries to heighten clarity and impact