2025
Web & UI/UX
Creative Process & Workflow
Design System & Branding
[Overview]
A Unified ABA Practice Management System
Duration
Role
Team
Solution
Outcomes
Tools
When a website holds a brand back, not forward.
Before the redesign, ABA didn’t really have a website. They had isolated pages with no story, no structure, and no users to stay.
Key Findings from UX Audit
The website wasn’t just outdated. It was structurally incapable of supporting the company’s objectives.
Navigation with No Direction
Users couldn’t tell where to goInvisible in Search
No content → No SEO footprintFragmented Brand Experience
Every section looked very differentNo page actually converted
The pages weren’t built for actionStructure That Couldn’t Scale
No space to add new services or resources
Introducing a brand mascot
We explored several mascot directions — people, logo creatures, abstract shapes. But what felt uniquely “ABA”?
You may take a look at detailed user stories and user flows.
Chameleon: Perfect Representation of the Brand
Say Hi to Cleo the Chameleon!
→ Behavior changes with environment → perfect metaphor for ABA
→ Universally friendly, non-age-specific
→ Works as a subtle guide across pages without feeling childish
ABA wasn’t just one service, it was four. So we used gradient swatches, and built a color-coded system that helps users instantly understand where they are.
Rebuilding the website from the inside out
Purpose-Driven, High Converting, and Visually Compelling Redesign
