Ongoing UX partnership

Bringing UX strategy to a small team — month by month.

They didn't need a one-time audit. They needed UX thinking as part of how they ran the practice.

Client

Medical practice — functional recovery & physiotherapy

Timeline

Ongoing since mid-2024

Role

Strategic UX consultant on retainer

Scope

UX strategy, team alignment, content direction, usability feedback, IDIs

Deliverables

Content strategy

Languages

Spanish, German

Context

A family-run business in the physiotherapy space was preparing to relaunch their outdated website. The current site no longer reflected their expertise, services, or goals — and lacked clear structure. They wanted lightweight, ongoing UX support to realign the site with user needs and business priorities.

Approach

Working within a small team and a lean monthly scope, I provided:

Strategic definition of target users and core use cases.
Content guidance and simplification of legacy site material.
Collaboration across SEO, backend, and blog contributors.
Direction on homepage focus, messaging, and blog structure.
Regular check-ins to maintain momentum without overreach.

Outcome

A streamlined, user-focused site structure aligned with SEO and content goals.
Cross-team clarity on audiences, purpose, and priorities.
Light, scalable processes in place to support future growth.
Strategic decision-making replaced previous ad-hoc changes.
Set the foundation for a structured, user-informed relaunch — focused on clarity, accessibility, and long-term relevance.

The insight

A small team didn't need a one-time fix. It needed UX thinking embedded in how they worked, month by month.

Reflection

Strategy isn't just for big companies. This project showed how even lean, resource-conscious teams benefit from UX thinking — not as a layer, but as a core way of working.

Bringing UX strategy to a small team — month by month.

Other projects.

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Testing a polished insurance flow — and what users actually saw.