Holistiplan Website
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I led the design and development of a new marketing and licensing site for Holistiplan, a B2B tax, estate, and insurance planning platform. The site serves dual purposes: it markets Holistiplan’s offerings and enables financial professionals to self-select into tailored free trials and purchase licenses aligned with their firm size and focus.
Working against a six-week timeline, I managed a cross-functional team of designers, developers, and production artists to bring the project to life—balancing tight deadlines with ongoing agency demands. The end result was a high-converting, user-friendly site that delivered both business impact and a seamless onboarding experience for prospective clients.
Key Skills
UX Strategy | Web Architecture | Team Leadership | Conversion Design
Clarifying the User Journey
The Holistiplan website was built to serve a diverse audience of financial professionals, including CPAs and accounting firms with varying scopes of services. A key UX challenge was creating clear, self-selecting user paths based on how visitors identify and what services they offer clients. This became especially important as Holistiplan expanded from tax planning into estate and insurance planning.
To address this, we introduced a toggle-able pricing table that gave users transparency around product tiers and access to emerging offerings. Content and UX were strategically designed to drive users toward Holistiplan’s core service—tax planning—while positioning other features as value-added extensions. I led a cross-functional team to deliver this site on an accelerated six-week timeline, aligning design, development, and strategy around clear business goals and audience clarity.
