Rahima - Portfolio

THE CHALLENGE

ConSoul's existing website failed to communicate their app's value proposition or support their critical business pivot. As a startup preparing for funding rounds, they needed to position themselves strategically for enterprise clients (employers and insurance companies) rather than individual caregivers. The site lacked clear audience segmentation, compelling problem statements, and authentic brand differentiation in a competitive market.

THE CHALLENGE

ConSoul's existing website failed to communicate their app's value proposition or support their critical business pivot. As a startup preparing for funding rounds, they needed to position themselves strategically for enterprise clients (employers and insurance companies) rather than individual caregivers. The site lacked clear audience segmentation, compelling problem statements, and authentic brand differentiation in a competitive market.

DISCOVERY & INSIGHTS

Led stakeholder workshops with ConSoul's founding team to understand their business goals, audience shift, and unique positioning. Conducted competitive analysis of similar B2B caregiver platforms to identify messaging opportunities.

Key insight: Enterprise buyers weren't aware that caregiver burnout was impacting their bottom line—requiring problem-first education before solution presentation. The founders' personal caregiver experience became a powerful authenticity differentiator.

Led stakeholder workshops with ConSoul's founding team to understand their business goals, audience shift, and unique positioning. Conducted competitive analysis of similar B2B caregiver platforms to identify messaging opportunities.

Key insight: Enterprise buyers weren't aware that caregiver burnout was impacting their bottom line—requiring problem-first education before solution presentation. The founders' personal caregiver experience became a powerful authenticity differentiator.

Led stakeholder workshops with ConSoul's founding team to understand their business goals, audience shift, and unique positioning. Conducted competitive analysis of similar B2B caregiver platforms to identify messaging opportunities.

Key insight: Enterprise buyers weren't aware that caregiver burnout was impacting their bottom line—requiring problem-first education before solution presentation. The founders' personal caregiver experience became a powerful authenticity differentiator.

DISCOVERY & INSIGHTS

Led stakeholder workshops with ConSoul's founding team to understand their business goals, audience shift, and unique positioning. Conducted competitive analysis of similar B2B caregiver platforms to identify messaging opportunities.

Key insight: Enterprise buyers weren't aware that caregiver burnout was impacting their bottom line—requiring problem-first education before solution presentation. The founders' personal caregiver experience became a powerful authenticity differentiator.

SOLUTION DESIGN

Created a strategic site architecture with audience-specific landing pages: Employers, Insurance Companies, and Caregivers. Each page follows a problem-awareness-solution framework, opening with surprising statistics that reveal hidden costs, then positioning Console as the strategic solution. Designed the About page around "built by caregivers, for caregivers" messaging to establish authentic connection and expertise. Developed clean, professional aesthetics that appeal to enterprise decision-makers while maintaining empathy for the caregiver experience.

SOLUTION DESIGN

Created a strategic site architecture with audience-specific landing pages: Employers, Insurance Companies, and Caregivers. Each page follows a problem-awareness-solution framework, opening with surprising statistics that reveal hidden costs, then positioning Console as the strategic solution. Designed the About page around "built by caregivers, for caregivers" messaging to establish authentic connection and expertise. Developed clean, professional aesthetics that appeal to enterprise decision-makers while maintaining empathy for the caregiver experience.