A Clearer Path to Care

Mapping out the best ways to improve online event registrations for SentWell.

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The Challenge

SentWell recognized that their website wasn’t effectively connecting visitors to the right programs and events. They partnered with affinityUX to streamline the experience—reducing confusion and helping clients find the support they need.

Usability and conversion barriers identified across key visitor flows

80%

of insights prioritized as low-effort, high-impact fixes for immediate improvement

20+

Strategic recommendations aligning marketing and SEO efforts around core audiences

Context & Constraints

Through counseling, coaching, and guided retreats, SentWell provides excellent care for workers in cross-cultural community development — but their website needed some care of its own.

For site visitors, the path to care was cluttered and unclear. Pricing and dates were buried, and the differences between counseling, classes, and retreats weren’t easy to spot.

For the SentWell team, time was spent manually triaging form fills and emails, guiding people one by one toward the right retreat or counselor.

The Deliverable

Our analysis revealed key friction points in event registration flows and provided SentWell’s team with an actionable plan.

Highlight

A UX Web Audit clear visuals to identify barriers to engagement and conversions‍

A comprehensive review of SentWell’s Squarespace site targeting key event pages revealed 62 usability and conversion barriers. Findings were ranked by severity, ease of fix, and business impact to prioritize quick wins.

A Redesign Plan — to address each issue making the site more usable and delightful‍

We translated audit insights into a visual roadmap that outlined what to fix first, how to phase updates, and where to invest for sustainable improvement.

A tailored Marketing Playbook — to increase event registrations, strengthen storytelling, and expand digital reach

Extending beyond UX, we developed a tailored marketing strategy with actionable content ideas, SEO and layout recommendations, and competitive analysis — helping SentWell connect their mission to measurable growth.

Improvements Identified

80% of Issues

Are Easy to Fix

Research Method

Study Sampling

A Clearer Path to Care

Mapping out the best ways to improve online event registrations for SentWell.

Client

SentWell

Service

Friction Finder

Timeline

2-3 weeks

Method

Interviews

Participants

30+

Outputs

Slidedeck

work with us explore outcomes

This Might be relevant to you if...

Your Leads apply too early

customers need education before converting

sales/service teams are triaging the same questions repeatedly

your CRM isn't segmented by real customer needs

What Changed?

and how we measured it

improved qualification

+230^%

Increase in prospects reaching "ready-to-apply" stage

Less wasted effort

-64^%

reduction in staff time spent on unqualified applications

higher completion

+230^%

increase in completion of key readiness steps

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The funnel broke at the moment of application

high effort triage

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borrower uncertainty

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inconsistent nurturing

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drop-off / abandonement

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key insights

that informed the plan

INSIGHT #1

readiness confusion-not intent- was the biggest driver of premature applications

evidence