Veronika Wiethaler

CASE STUDY | WEB DESIGN

An innovative web experience showcasing a new method developed by Veronika Weithaler, a pelvic floor therapist, aimed at significantly improving the quality of life for individuals struggling with pelvic floor, prolapse, and incontinence issues.

PELVIC FLOOR THERAPIST

MY ROLE

I led this project as a design-to-development endeavor for a multi-lingual website. My responsibilities included conducting research, strategic planning, visual design, and a responsive web development. The content was curated by the therapist herself; available in Italian, English, and German.

Veronika Wiethaler, a highly skilled pelvic floor therapist and naturopath, innovated a groundbreaking method for treating pelvic floor problems. This is the narrative of how I curated a web experience to support her in creating a positive difference in the lives of people suffering with pelvic floor, prolapse, and incontinence issues.

All the information in this case study is my own and does not necessarily reflect the views of the client (Veronika Wiethaler).

THE CHALLENGE

The therapist approached me with four primary objectives for the web design :

to present and elaborate the new method effectively
to present her individual, group, and professional courses in a comprehensive and elegant manner
to create a web-experience in 3 languages – Italian, English, and German
to attractively showcase her books published on the subject

1. THE NEW METHOD

With over 15 years of experience, having published three books, and conducting numerous courses and workshops on the subject, Veronika had developed a groundbreaking non-invasive method to alleviate pelvic floor pain. My challenge was to first understand the method, study its application, and then present in a way that created trust and reliability for the method.

2. ON-TIME FOR THE SUMMER COURSES

Veronika had several advanced and professional courses scheduled within a tight timeframe, spanning from March 2018 to June 2018. With a summer audience in mind, she was eager to showcase these courses on her new website. This urgency necessitated swift action on my part, with a primary focus on ensuring the website was up and running optimally within a compressed timeline.

3. MULTI-LINGUAL

Since the publication of her books in 2014, Veronika had garnered an overwhelming response from her American audience. Hailing from Germany and running a successful practice in Italy, she recognized the importance of reaching out to a global audience while maintaining connections with her existing Italian clientele. Implementing a multi-lingual website was the logical next step.
Structuring a multi-lingual website entailed navigating through issues such as accommodating varying word lengths, crafting multi-lingual menus, and managing image classification, presenting unforeseen hurdles along the way.

THE RESEARCH APPROACH

ASKING THE QUESTIONS WHICH HELP

To provide the optimal solution for Veronika, I recognized the importance of delving into the

fundamentals of pelvic floor anatomy
related therapy techniques
understanding her patient demographic

This required me to begin by asking the pertinent questions that would unearth the necessary insights swiftly and comprehensively.

As Jonas Salk says,

“What people think of as the moment of discovery is really the discovery of the question”

1. WHAT IS PELVIC FLOOR & WHAT HAPPENS WHEN A DYSFUNCTION ARISES?

I collaborated closely with the client, delving deep into relevant literature. Additionally, leveraging her expertise, she provided explicit demonstrations of the movements integral to a healthy pelvic floor. Through this collaborative effort, I gained insights into the changes that occur when dysfunction arises within the system. This comprehensive understanding enabled me to grasp the nuances of the problem and informed the selection of images to be featured on the ‘method page’ of the website.

2. How is the health of pelvic muscles related to the pain relief?

Weak or damaged pelvic floor muscles can cause urinary incontinence. Exercising these muscles can be life changing for most patients. Pelvic floor muscle training exercises help strengthen the muscles under the uterus, bladder, and bowel (large intestine). Since these muscles support the bladder and bowel, they give you control when you urinate, thus preventing incontinence.

Trouble with urine control, bladder pain, and recurring urinary tract infections can be traced to a dysfunctional pelvic floor – making lives shameful and unbearable

Effects on lives of patients suffering from a dysfunctional pelvic floor

Pelvic floor muscles may become weak,

Following childbirth
Through a lack of exercise
As a result of the menopause
Following pelvic surgery. eg. hysterectomy, or bladder repair
By straining to open your bowels
By being overweight
Having a chronic cough

3. WHY WIETHALER’S METHOD IS THE SOLUTION?

The approach to treating urinary incontinence is highly personalized, contingent upon the specific type and severity of the condition.

Wiethaler’s method underscores this personalized aspect, tailoring treatment to each individual’s needs. It not only targets the physical aspect of strengthening the pelvic floor muscles but also integrates a holistic mind-body approach to address the root causes.

This method serves as an effective alternative to medication or surgery, either as a primary intervention or as post-operative support, rendering it applicable and beneficial across a broad spectrum of patients.

4. WHO ARE THE USERS?

UNDERSTANDING PAIN POINTS, PERSONAS AND KEY JOURNEYS: I created proto personas for user requirement gathering using the method described by Lene Nielsen.

KEEPING USER IN THE CENTER

Personas evoke empathy with users and prevent designers from projecting their own needs and desires onto the project.

Insights gained … guided my discovery phase

Urinary incontinence is a much more common problem than most people realize.

Pelvic dysfunction has a direct effect on human psychology and is a major cause of stress, anxiety, and depression.

Many comprehensive and non-surgical treatments are available for rehabilitation with little to no medication supplementation.

THE DISCOVERY

A HOLISTIC HEALTH SOLUTION

Not just exercises, but a mind-body connection!

I observed that Wiethaler’s approach consistently produced remarkable outcomes, even in instances of severely contracted pelvises.

The pivotal distinction became evident in the following manner: Instead of solely focusing on muscle exercises or movements, the method prioritized the integration of high-quality breathing techniques, precise synchronization of movements, and the utilization of imagery and visualization methods to cultivate a holistic mind-body connection.

This revelation laid the groundwork for our narrative as we set out to design a unique and compelling web experience.

While developing the strategy, I realised that though studying Wiethaler’s therapeutic method was important, keeping the user in focus was crucial for creating a seamless connect between the method and the user.

USER EMPATHY

Understanding the challenges faced by those suffering from chronic pain, including the need for patience and empathy, was crucial in establishing a connection with our audience. Rather than inundating users with bold claims, it became evident that our focus should be on building trust through clear and concise explanations. Testimonials, book publications, and an author’s video were employed to provide tangible evidence of the Wiethaler method’s efficacy, gradually fostering reliability and encouraging users to explore further.

To achieve this, we meticulously planned the information hierarchy, ensuring clarity and accessibility. It became apparent that highlighting the courses immediately after introducing the client was imperative; this would underscore the importance of taking action and emphasize the necessity of consistency.

ADDING VOICE TO THE FACE THROUGH VIDEOS

Where adherence (following through) is a problem, technology can play an important role. Adopting the video format, where Veronika herself explains the problem, and then proposes a solution, creates assurance with the audience, not only drawing the audience in and communicating credibility, but also creating an instant connect with them though voice, body language, and emotions. Putting a face to the name, and making pelvic pain relief a reality, would prove the effectiveness of the method, and make the entire experience more engaging.

BUILDING TRUST THROUGH TESTIMONIALS

The idea was to create a platform that displayed shared experiences. Testimonials provide reassurance to new users on the trustworthiness of a product or service.

It was understood that reviews from patients and professionals who have benefited from the courses, books, and workshops would make a huge impact on the potential new user. Since the method has proved beneficial to a range of patients, both male and female and of different age groups, a credible personal story would go a long way.

DIFFERENTIATING THE WIETHALER METHOD FROM ITS COMPETITION

It was clear that Wiethaler’s method was unique and the solution had to unambiguously set her apart from a plethora of other treatments available on the subject. The key point was to effectively represent the method against the competitors’ approach.

DESIGNING AN EXPERIENCE FOR ACHIEVING BUSINESS GOALS

Although the final aim was to make more people register for individual & professional course, and buy the books and DVDs, the focus was on creating a trust-based system. Explaining the system had to be done with clarity, simplicity, and reliance.

THE DESIGN PHASE

SETTING THE DESIGN DIRECTION

By involving Veronika from the outset, we not only actively engaged her in the process but also ensured that her valuable insights were integrated throughout the entire journey, right up to the final stage. Equipped with the research findings and envisioned solutions, I commenced the design of the experience.

VISUAL THINKING ON PAPER

I initiated the design process by sketching out the workflows on paper, which facilitated my understanding of information flow and enabled me to pinpoint areas where user engagement could be optimized. Crucial decisions regarding information architecture, such as implementing a one-scroll homepage to retain users and prominently featuring sale-focused content like courses and books, were given priority to enhance user interaction.

During this phase, I made design decisions such as strategically placing snippets of testimonials to entice users to explore further, and incorporating a quick contact form for easy access.

Subsequently, I created rapid sketches illustrating different interface versions. This iterative approach allowed me to experiment with various information layout variations and refine decision hierarchies to ensure an optimal user experience.

BRANDING AND DESIGN (LAYOUT, COLOR, AND TYPOGRAPHY) DECISIONS

Drawing inspiration from the essence of the Wiethaler method—harmony, balance, and vitality—I selected a palette that reflects these qualities.

Color . Typography

Image Treatment

Given that incontinence is a deeply personal and often daunting issue, I opted for a color palette that exuded comfort and reassurance. Soft, soothing blues and greens were selected to evoke a sense of calm and serenity. Additionally, powerful imagery showcasing the method in action was incorporated to provide visual reassurance and instill confidence in visitors.

These colors also symbolize growth, renewal, and rejuvenation, reinforcing the message of empowerment and transformation inherent in the method.

THE FRAMEWORK

Leveraging WordPress for site development allowed us to display different versions at various stages directly on the site, simplifying the process for both Veronika and myself.

A critical design decision emerged during this phase with the creation of a dedicated ‘method page’. This choice was pivotal as it was essential to comprehensively explain the primary aspect of Veronika’s practice on the website. Further details regarding this decision are provided below.

Throughout the process, a series of deliberate design decisions were made to enhance the effectiveness and user-friendliness of the website. These decisions include:

Content Hooks Before Header: Strategically placed content hooks provide quick access to essential information such as the address, email, and contact number, ensuring users can easily locate pertinent details without navigating through multiple pages.

Sticky Header: Implementation of a sticky header ensures consistent branding and easy access to the menu, allowing users to navigate seamlessly throughout the website without losing sight of important navigation options.

Prominent Call-to-Action Buttons: Inclusion of prominent call-to-action buttons for actions such as ‘Take an Appointment’ and ‘The Method Page’ in the header encourages user interaction and guides visitors towards key conversion points.

Background Carousel: A background carousel featuring imagery of pelvic floor exercises was incorporated to visually engage visitors and highlight key aspects of Veronika’s method. This dynamic visual element captures attention and reinforces the core principles of the method, promoting further exploration and engagement.

In the ‘About Me’ section, we included an author’s note to infuse a personal touch and offer insight into Veronika’s background, expertise, and profound passion for her work. This addition, complemented by a profile picture, was strategically crafted to cultivate a deeper sense of identification and trust with the audience and instil confidence in her expertise and the effectiveness of the Wiethaler method.

The courses were prominently displayed to ensure users could easily stay updated and book appointments. Clear and concise presentation of the available courses facilitated quick navigation and access to relevant information, empowering users to make informed decisions about their participation.

The ‘Published Books and DVDs’ section was meticulously crafted with a focus on establishing a trust-based system. Clear and prominent calls-to-action were strategically integrated, guiding visitors towards purchasing Veronika’s books and DVDs.

Additionally, reviews and testimonials were showcased to reinforce credibility and instill confidence in the quality of the products. Secure payment options and transparent shipping and return policies were also highlighted, further enhancing the trustworthiness of the system.

Following the testimonials, videos were prominently displayed in all three languages – Italian, English, and German, featuring Veronika herself explaining the intricacies of pelvic floor health. These videos provided valuable insights and expertise directly from Veronika, further building trust and credibility with the audience.

To streamline communication and provide quick access to information, simple contact forms were implemented. These forms allowed visitors to submit inquiries or requests directly through the website, facilitating efficient and convenient communication with Veronika and her team.

THE MULTI-LINGUAL SETUP

Multi-lingual menu

To ensure a systematic approach to multilingual website development, I initially set up the Italian language version as the foundation. Once this version was nearly complete, it served as a template for the remaining languages, namely German and English. I utilized the WPML (WordPress Multilingual Plugin) to seamlessly edit and create a cohesive structure for language segregation, ensuring consistency and efficiency across all language versions of the website.

THE METHOD PAGE

Wiethaler’s method was the most important element of the website. It essentially set her apart from her competition and acted as her unique selling point against the pool of information available online. Once I started putting all the information together, I realised that the content about the method was extensive. It had to be coherently presented in order to create the trust and credibility that we were aiming for.

Appropriate images were important for clarity in description. We used available anatomical phantoms where possible and were also lucky to get help from companies who provided us free access to their proprietary images.

E.g., detail diagram showing male and female pelvis

The New Method

THE IMPACT

Since the launch of the website, it has gradually grown in popularity. Analytics show a considerable increase in the user engagement around the dates of professional courses between April – December every year.

There was a 20% increase in monthly visitors and a 52% increase in subscriptions from German clients.

User types, and engagement from various regions.

Average monthly site visit has increased after the addition of the new feature – ‘Announcement Section’ – before the top hooked content.

An innovative web experience showcasing a new method developed by Veronika Weithaler, a pelvic floor therapist, aimed at significantly improving the quality of life for individuals struggling with pelvic floor, prolapse, and incontinence issues.