In Stride

Key Objectives

As a newly launched Seattle-based dog training business, In Stride needed a strong digital foundation that could support both brand growth and day-to-day operations. The goal was not only to create a functional website, but to build an accessible, values-aligned digital presence that supported both the business owner and the clients they serve.

• Develop a cohesive brand identity that reflected the business’s values and personalized approach to training

• Design and launch a clear, user-friendly first website within a short timeline

• Ensure the site communicated services effectively and built trust with prospective clients

• Implement an online booking system to simplify scheduling and reduce friction

• Research and integrate a client management solution to streamline workflows and support long-term scalability

Research & Brand Development

As a new business, In Stride needed clarity and direction from the start. I began with collaborative conversations to understand the founder’s philosophy, training approach, and long-term vision. This helped shape both the brand identity and the structure of the website, ensuring everything reflected the personalized, relationship-based nature of their work.

I developed a cohesive visual identity that balanced professionalism with warmth. The goal was to create a brand that felt trustworthy, approachable, and aligned with the care-centered ethos of the training services.

Strategy & Define

Grounded in user-centered design, this phase translated insights into structure and direction. This phase ensured the final experience balanced business needs with clarity, usability, and emotional reassurance.

• User Personas: I developed primary user personas representing new dog owners and clients seeking behavior support. This helped clarify motivations, pain points, and decision-making patterns.

• Journey Mapping: I mapped the client journey from initial awareness to booking, identifying moments of friction and opportunities to build trust.

• Card Sorting: To organize services and content intuitively, I conducted a card sorting exercise to ensure the navigation aligned with how users naturally categorize information.

• Site Map & User Flow: Using these insights, I created a streamlined sitemap and user flow that reduced overwhelm and guided visitors clearly toward scheduling.

Design & Build

With a clear strategy in place, I began translating structure into form. After sketching the basic layout and hierarchy of key pages, I developed wireframes in Figma to refine navigation, content placement, and overall flow. I created a low-fidelity prototype for early usability testing and client review, allowing us to validate structure and make thoughtful adjustments before moving into high-fidelity design.

Once the experience felt intuitive and aligned, I built the website using the client’s existing site builder, ensuring responsiveness, clarity, and ease of navigation across devices. The final design balanced professionalism with warmth—creating a user-friendly experience that guided visitors naturally toward booking.

Test & Launch

Before launch, I tested the site to ensure it was responsive, intuitive, and fully functional across devices. This included reviewing navigation flow, booking functionality, and overall usability to confirm that the experience felt seamless from first visit to scheduled session.

After final refinements, the site was launched with all integrations in place, including online booking and the selected client management system. I provided post-launch guidance to ensure the founder felt confident managing content and workflows moving forward—supporting both immediate needs and long-term growth.

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