Intersecting Lines
BUSINESS CONSULTING
Dr. Tanya Moore of Intersecting Lines is an accomplished business consultant in the STEM field. She founded Intersecting Lines, an organization that provides strategic facilitation, impact evaluation and research to schools, NGOs, non-profits and for-profit businesses. Dr. Tanya Moore has been featured in prominent publications such as Essence Magazine, O Magazine, Mathematically Gifted and Black, and Black Enterprise. Intersecting Lines has positively impacted organizations such as Blue Cross Blue Shield California, Berkeley Public Schools Fund, College Future’s Foundation and more.
My Role
Brand Designer
Web Product Design & Development
Content Strategy
The Challenge
To restructure the intersectinglines.us website to shift the focus away from ECommerce and pivot toward consulting services.
Defining and visualizing STEM terminology into a nature-centric look & feel that the Client personally gravitates to to give her visual brand a refresh.
To roll out the new visual design to existing content and digital products.
Solutions
Redesign the brand to reflect the personal and professional characteristics of the client.
Redesign the website away from an ECommerce platform and toward the marketing of a professional service website.
My Impact
+14%
Increase in consulting leads QoQ
+40%
Increase in page views QoQ
-15%
Decrease in bounce rate YoY
San Leandro, CA
2020 & 2024
User Research
Based on real world interactions and feedback from Intersecting Lines’ customer base and leads
Clients and partners are finding Dr. Tanya Moore through previously published articles such as O Magazine, Essence and Black Enterprise. However, leads are disrupted by the lack of pathways to connect with Dr. Moore.
Users found HR tools and free templates to be helpful resources but the outdated design and illegible copy prevent further engagement and downloads.
Dr. Tanya Moore is credentialed and sponsored by various prominent organizations and proper representation of her professional and educational background would aid in prospective partners vetting her experience and capabilities.
SITEMAP
Impact and Key Takeaways
+14% QoQ
Increase in consulting leads YoY with improved messaging, user flows and clear CTAs
+40% QoQ
Increase in pageviews once pathways to different service offerings were created, including compelling reviews.
-15% YoY
Decrease in bounce rate with improved navigation and content planning, clear messaging and CTAs.