Ana Delendrea
Turning a psychotherapist’s online presence into a warm, trustworthy intake engine that books real sessions.
Final Results
Client Increase
+10/monthly
New Enquiries 10+ interested clients/month
+ increase in social media engagement
#Healthcare
#Therapy
#CRO
#Booking-Funnel
#Branding
#WordPress
Timeline: 1 month
Platform: Figma → WordPress
Role: Designer & Developer
Project Overview
🎯 Goal
Goal – Give Ana Delendrea, a Bucharest clinical psychologist, a website that does more than list services: one that earns the trust of emotionally hesitant visitors and converts them into booked therapy sessions, online or in-cabinet.
⚡ Challenge
OIn therapy, the visitor is often anxious, private, and unsure whether to reach out at all. The site had to lower that emotional barrier – feeling safe and human before ever asking for a booking – while signalling clinical credibility.
✨ Outcome
A warm, cohesive site with a frictionless booking flow and an integrated social-to-site widget that turned Ana’s audience into a steady stream of prospective clients – 10+ new enquiries every month.
Introduction
Ana Delendrea is a clinical psychologist and integrative psychotherapist practicing in Bucharest, accredited by the Romanian College of Psychologists (COPSI) and the Romanian Association for Integrative Psychotherapy (ARPI), currently completing a second master’s specialising in trauma. She offers therapy for adults and adolescents — anxiety, self-esteem, relationships, burnout — both online and in her Sector 2 cabinet. She had the credentials and the care; what she needed was a digital presence that conveyed both, and that turned quiet website visitors into booked first sessions.
My Role
I led the project end-to-end as designer and developer — brand-aligned visual design, UX strategy, page architecture, the booking funnel, and the WordPress build, from discovery through launch.
Scope of Work
Discovery → Brand-Aligned Visual System → UX & Information Architecture → Conversion & Booking Flow → UI Design → WordPress Build → Social Integration → Launch
Discovery
The Problem
Problem #1
No Brand
A hesitant audience needs reassurance before a CTA
People considering therapy are often anxious about the first step itself. A conventional “services and prices” layout asks for commitment before it earns trust.
Example: A first-time visitor unsure whether their struggles “count” can feel pushed away by clinical, transactional copy.
Impact: Visitors leave without reaching out, even when they need help.
Problem #2
Credibility wasn't immediately visible
In a field crowded with varying qualifications, a visitor needs fast proof that this is a legitimate, accredited professional.
Example: Without prominent accreditation, a cautious visitor can’t quickly tell a licensed clinician from an unqualified one.
Impact: Lost trust at the exact moment it matters most.
Problem #3
Booking friction between interest and action
Even a motivated visitor drops off if booking means emailing back and forth or hunting for contact details.
Example: Someone ready to try a session on a Sunday night has no way to act in the moment.
Impact: Warm interest cools before it becomes a booked session.
Problem #4
A social audience with no path into the practice
Ana was active and engaging on social media, but that audience had no direct, low-pressure route from “following her” to “booking with her.”
Example: An Instagram follower reading her content had no in-site nudge connecting that interest to an enquiry.
Impact: Engaged followers stayed followers instead of becoming clients.
Defining the problem
The site didn’t need to sell harder — it needed to feel safer. The real design challenge was psychological: build trust and remove friction so a hesitant person feels able to take the first step.
Goals
BUSINESS GOALS
Increase booked sessions
A clear, low-pressure path from visitor to scheduled appointment.
Convert the social audience
Connect Ana’s social presence directly into the site’s enquiry path.
Establish credibility instantly
Surface accreditation and qualifications up front.
USER GOALS
Feel safe and understood before being asked to commit.
Book effortlessly — in the moment, online or in-cabinet, without friction.
Our Users
The Hesitant First-Timer – Someone who senses something is wrong but has never been to therapy and feels nervous about reaching out.
Jobs-to-be-done: When I’m struggling but unsure, I want to feel understood and safe, so I can take the first step without fear of judgement.
The Busy Professional — Time-pressed, possibly abroad or with an unpredictable schedule, weighing whether therapy fits their life.
Jobs-to-be-done: When my schedule is full, I want flexible online sessions I can book around my life, so distance and time aren’t barriers.
The Social Follower — Already engaging with Ana’s content, warm to her, but hasn’t yet connected following with booking.
Jobs-to-be-done: When her content resonates with me, I want an easy path to actually work with her, so my interest can become action.
Process
Discovery
Before designing anything, I dug into the floatation market — competitors, premium wellness brands, the language used around floating, and how customers research high-ticket wellness products. This shaped both the brand direction and the site structure.
Brand Foundation
With no existing identity, I built the brand from scratch — defining the visual language around calm, weightlessness, and premium materiality. Color, typography, and tone all leaned into the sensory experience of floating.
User Flows
I mapped two primary journeys: the home buyer evaluating a high-ticket purchase, and the spa operator looking for a long-term supplier. Each flow prioritized trust signals at different points.
Wireframes
Wireframes focused on storytelling — leading visitors through what floating is, why this pod, and how to buy, in that order. Every section earned its place.
Moodboards + Style Direction
I explored multiple visual directions before landing on a clean, spacious, photography-led aesthetic — minimal interface, premium feel, with the product as the hero.
UI Design
High-fidelity designs in Adobe XD, covering homepage, product pages, e-commerce flow, contact, and supporting content pages.
Design Handoff
Designs were prepared and handed off for WordPress development with a custom e-commerce build.
Final Designs
A walkthrough of the launched experience.
Homepage that sells the experience
The homepage opens with the product hero and a tagline that captures weightlessness in a single line. Instead of a feature list, the page tells a sensory story — what floating feels like, why it matters, and what makes Orbit Float different.
Product page built for high-ticket decisions
Detailed specs, hygiene credentials (100% solution processing, advanced filtration), and clear pricing structured for the £15k+ decision. Trust signals are upfront — not buried.
E-commerce checkout flow
A streamlined checkout designed for both home buyers and B2B spa operators, with options for direct purchase and inquiry-based sales for higher-volume buyers.
About & the floatation experience
Dedicated pages explaining what floating is, the science behind it, and how it integrates into a wellness routine — building the case for buyers who are new to the category.
Premium brand applied everywhere
The new brand system extends consistently across every page — colors, typography, photography style, and tone — making Orbit Float instantly recognizable.
Impact
Phased launch with measurable lifts in the first months after going live.
- 80+ traffic gain with conversion rate optimization built into the design
- +3 pods sold per month on average (up from 2–8 baseline, now consistently higher)
- New direct sales channel unlocked — no longer dependent on word-of-mouth alone
- Brand foundation in place for social media expansion and future growth
- Expanded to spa centers
Testimonial
"We had a great product and no way to show it. After this project we finally had a brand, a website, and a real way to sell - sales picked up almost immediately, and we look like the premium company we always were."
What I Learned
Brand and product are inseparable for premium positioning
A great product alone doesn’t justify a premium price — buyers need the brand to back it up. Investing in identity early paid off in how quickly trust was established.
Storytelling beats specs for sensory products
Floating is an experience, not a feature list. Designing the site around what floating feels like outperformed any spec-led approach.
A 4-week timeline forces ruthless prioritization
Tight timelines aren’t a problem if scope is honest. Every page had to earn its place — and that discipline made the final product stronger.
Future
Social media build-out
With the brand foundation in place, the next step is rolling out the visual system across Instagram and Facebook to capture the consideration phase of buyer research.
Content & SEO expansion
Long-form content explaining floatation science, benefits, and use cases — both to educate buyers and to grow organic traffic.
Continued CRO
Iterating on the e-commerce flow based on real buyer behavior to keep pushing conversion higher.
Closing
Orbit Float is proof that a great product needs an equally great presentation. In 4 weeks we went from no website, no brand, and no online sales — to a premium UK brand with a working e-commerce engine.
Huge thanks to the Orbit Float team for the trust and the freedom to build this from the ground up.
Ready to launch a premium brand?
I help brands like Orbit Float build digital storefronts that win customers. Let’s chat.
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