Ingrid Dallet
Designing a bilingual English–Spanish wellness platform for an Access Consciousness facilitator — from brand discovery through launch and ongoing iteration on Kajabi.
My role: UX/UI Designer
Deliverables: Brand, IA, Design, Build
Languages: English & Spanish
Platform: Kajabi
KEY HIGHLIGHTS
2
Complete parallel bilingual experiences — English & Spanish — built from scratch
1
5
Journey stages mapped with emotional highs, friction points, and design responses
CONTENTS
2
9
6
10
4
Competitors analyzed — bilingual depth identified as the #1 market gap
3
2
Ongoing post-launch iteration — sessions, events, & memberships continuously refined
4
7
8
5
OVERVIEW
The challenge
Ingrid Dallet is a certified Access Consciousness Facilitator, EMDR psychotherapist, and Marriage & Family Therapist based in San Diego. She had been growing her practice through word of mouth and social media but lacked a central digital home that could serve two distinct audiences — English and Spanish speakers — while clearly communicating her unique blend of therapeutic credentials and transformational energy work.
She needed more than a website. She needed a brand, an information architecture that organized her diverse offerings (1:1 sessions, workshops, live events, memberships, a shop), and a platform that could handle bookings, email capture, and a bilingual experience — all within Kajabi's constraints.
RESEARCH
Research questions & hypothesis
Research question 1
How do bilingual wellness seekers currently discover and evaluate spiritual facilitators online, and what trust signals matter most before booking a first session?
Research question 2
How do users navigate between complex service offerings (sessions vs. workshops vs. memberships vs. events) and what causes decision fatigue or drop-off?
Research question 3
What does a bilingual (English/Spanish) digital experience need to feel complete and intentional — rather than translated as an afterthought?
Hypothesis
If we create a bilingual website with clear narrative-driven navigation, warm and credible branding, and a logical hierarchy separating each service type — users from both language backgrounds will be able to find, understand, and book with Ingrid without confusion or friction.
DISCOVERY
Client interview
Before any design work, I conducted a structured discovery interview with Ingrid to understand her goals, audience, competitive landscape, and brand vision.
Answers paraphrased to protect client confidentiality.
3 of 6 questions shown. Full interview notes available upon request.
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Insight: The client's audience is people navigating personal or professional stagnation, open to both evidence-based and energetic approaches. Discovery happens primarily through community referrals and social media — but with no central digital destination to send them to.
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Insight: Spanish is a primary language for the client's community, not a secondary offering. A significant portion of clients are Spanish-dominant, and many events are conducted in Spanish. A translated page would not be sufficient — both languages needed equal investment from the start.
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Insight: The target emotional response was safety, curiosity, and recognition — as if the visitor had met someone who truly sees them. The brand needed to feel grounded and warm, not clinical or generically spiritual.
COMPETITIVE ANALYSIS
The landscape
I analyzed four competitors in the wellness/consciousness facilitation space to identify gaps, patterns, and opportunities. The key differentiator that emerged: no competitor offered a fully parallel bilingual experience, and most lacked Ingrid's dual clinical + energetic credibility.
Gap identified: Bilingual depth
Competitors who serve Spanish speakers do so superficially — a translated page at best. Ingrid's site was designed as two complete, equally-maintained experiences from the start.
Gap identified: Clinical + spiritual
No competitor successfully bridges formal clinical credentials (EMDR, MFT) with transformational energy work. Ingrid's site surfaces both without apology, lending rare credibility.
Gap identified: All-in-one on Kajabi
Most competitors use fragmented tools for booking, email, and courses. Kajabi unifies sessions, memberships, events, shop, and email capture under one roof — reducing friction for both Ingrid and her clients.
USER RESEARCH
Personas
Based on the client interview, testimonials on the site, and patterns in wellness UX research, I defined two primary personas representing Ingrid's two core audiences.
Sofia M. — "The Seeker"
English-speaking · 32 · San Diego, CA · Marketing Manager
SM
Background
Has tried therapy and yoga; open to alternative approaches
Discovered Ingrid through Instagram
Wants transformation but needs credibility signals first
Researches extensively before booking anything
Frustrations
Wellness sites feel either too clinical or too vague
Can't tell what she'll actually experience in a session
Unsure if a membership is worth it before trying a session
Goals
Find a practitioner who "gets" both science and spirituality
Understand what a session involves before committing
See social proof and credentials clearly
Book easily without friction
Key need from website
Clear service descriptions with personal language
Visible credentials and authentic story
Low-commitment entry point (free gift, first session)
Karina R. — "La Buscadora"
Spanish-speaking · 40 · San Diego/Mexico City · Mother, small business owner
KR
Background
Heard about Ingrid from a friend in a Spanish-speaking community
Prefers to work in Spanish — feels more authentic
Has family, work and health pressures pushing her to seek support
Deeply values trust and personal connection before committing
Frustrations
Sites with broken or token Spanish feel dismissive
Events often only in English even for local facilitators
Booking processes requiring English-only forms
Goals
Confirm the site is truly in Spanish — not just Google-translated
Find session options clearly described in her language
Attend in-person events near San Diego
Understand the membership value for ongoing support
Key need from website
Full Spanish experience with its own nav, pages, tone
Upcoming events clearly tagged by language
Warm, culturally resonant language and imagery
INFORMATION ARCHITECTURE
Site map
One of the most significant IA decisions was building two complete, parallel navigation trees — not translating pages on demand, but creating a dedicated experience for each language with its own home, sessions, about, workshops, events, memberships, contact, and support pages. Each side mirrors the other in structure but is tuned in voice and local relevance.
DISCOVERY MAPPING
Mind map
Before finalizing the IA, I mapped Ingrid's full offering space, audience touchpoints, and platform constraints. This helped surface content overlaps and clarify which nodes needed dedicated pages vs. section anchors.
EXPERIENCE MAPPING
User journey
This journey maps how Sofia (English-speaking new visitor) moves from first discovery to becoming a regular member. Pain points identified here directly informed IA, copy, and CTA decisions.
DESIGN RATIONALE
Key design decisions
01
Two parallel sites, one domain
Rather than a translate-button approach, each language gets its own nav, pages, voice, and tone. Spanish pages use culturally resonant phrasing, not literal translations. Both trees live under ingriddallet.com, toggled by a persistent language link in the header and footer.
04
Events as the bilingual gateway
Events are the most accessible entry point — lower cost, social, low-commitment. Tagging each event EN / ES / Bilingual helps both personas immediately see what's for them. Events appear prominently on both home pages.
02
Gold as the brand anchor
The gold palette bridges warmth and credibility — it reads as premium and grounded without feeling overly spiritual or corporate. It references Ingrid's existing logo and creates visual consistency across both language versions.
05
Monthly free gift as trust builder
Rather than a generic "subscribe" prompt, Ingrid offers a rotating monthly gift to email subscribers. This CTA appears on every page footer and About page, converting curious visitors into a nurture sequence even before they book.
Kajabi constraints & how we solved them
Platform limitation
Kajabi does not have native multilingual routing — it can't automatically serve different languages based on browser settings or toggle page content by language.
Kajabi's theme customization is constrained; deep custom CSS is possible but some layout control is limited.
All sessions and events must be built as separate Kajabi "offers" or "landing pages," which can create navigation complexity.
03
Sessions get individual pages
Early IA explorations listed all sessions on one page. Iterated to give each session (Access Bars, Verbal Facilitation, Body Magic, Energetic Symphony) its own landing page with a distinct invitation, since each appeals to different needs and search intent.
06
WhatsApp support for Spanish community
Identified during client interview: Spanish-speaking clients prefer WhatsApp over email for questions. A WhatsApp support link was added to the Spanish site's footer — a small detail with outsized trust impact for Karina's persona.
Design solution
Built two complete page trees manually. Each page has its own URL slug. Language switcher links are placed in header nav and footer on every page, maintained consistently across both trees.
Used Kajabi's custom CSS capabilities to apply brand tokens (gold palette, typography) consistently across all pages and themes. Two theme variants maintained for EN and ES trees.
Consolidated session navigation into a clean Sessions landing page in each language with clear card-based linking to individual session offers.
RESULTS
Outcomes & reflections
2
Complete parallel language experiences — English & Spanish
7+
Core service pages built & iterated across both language trees
What worked well
→ The bilingual architecture became Ingrid's single strongest differentiator — directly cited in community feedback
→ The gold brand system translated consistently across both language trees without modification
→ Monthly free gift CTA drives consistent email list growth across both audiences
→ WhatsApp support link in Spanish footer significantly reduced support friction for Spanish-speaking clients
4
Individual session landing pages, each with unique copy
∞
Ongoing iteration post-launch — events, memberships, new offerings
Learning & next steps
→ The bilingual architecture became Ingrid's single strongest differentiator — directly cited in community feedback
→ The gold brand system translated consistently across both language trees without modification
→ Monthly free gift CTA drives consistent email list growth across both audiences
→ WhatsApp support link in Spanish footer significantly reduced support friction for Spanish-speaking clients
“From our very first conversation, she grasped not just the technical requirements, but the spirit and soul of what I was building.
She took full ownership of the branding and information architecture, guiding me through thoughtful decisions that felt intuitive to visitors while authentically reflecting my identity. The resulting brand communicates warmth, credibility, and a sense of expansiveness that resonates deeply with my clients.
What distinguished her most was her remarkable ability to collaborate. She listened — truly listened — to my goals, my concerns, and my instincts, then translated them into design decisions with skill and intention. Our working relationship was marked by mutual respect, open communication, and a shared commitment to getting it right.
She brought my vision to life with skill, sensitivity, and a level of professionalism that exceeded my expectations at every stage. She is the kind of creative partner who makes the process itself a joy — and the final product something you are proud to share with the world.”
-Ingrid Dallet
Ingrid Dallet — UX Case Study
UX & Visual Design · Kajabi · September 2024 – Ongoing