The most consistent reasons were: wanting a specific visual style, not trusting a friend's referral to meet professional standards, and needing services that extended beyond just photography—like help with location, wardrobe, or creative direction.This insight shaped our strategy. Rather than positioning Michelle solely as a talented photographer, we framed her offering as integrated services. The site communicates not just what she shoots, but how she supports her clients from planning to final delivery. We emphasized touchpoints like wardrobe consultation, location scouting, and gallery delivery timelines to reinforce trust and value—especially for clients coming in cold.By responding directly to the reasons people look beyond word-of-mouth, the site builds confidence early and gives Michelle an edge in a saturated market.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.

Bridging these needs meant designing a customer journey that felt both elevated and approachable. For Sasha, who aspires to professional-quality photos but sees cost and access as barriers, the experience needed to feel unintimidating and flexible—emphasizing low-pressure entry points, transparent pricing, and clear guidance. For Lianne, who seeks a streamlined, no-hassle process, clarity, efficiency, and follow-through were paramount. Mapping both journeys revealed shared emotional highs—like feeling seen, celebrating milestones, and enjoying the final product—and shared lows, including confusion, decision fatigue, and uncertainty. By building in touchpoints that restored confidence (like previews, confirmations, and warm messaging), and removing friction where possible, the site design creates a unified path that can scale up or down depending on the client.