Len Forkas
Refreshing Len Forkas's digital presence
Clarified his message, showcased credibility and made it easy to book speaking engagements.
Clarified his message, showcased credibility and made it easy to book speaking engagements.
Clarified his message, showcased credibility and made it easy to book speaking engagements.
Role
UX/UI Designer
Team
Lansdowne Technology Consulting
Tools
Duration
2 months
(Feb 2025 - April 2025)
The Opportunity
The Opportunity
The Opportunity
We shaped Len Forkas’ brand by clarifying his story and creating an experience that highlights his work as an entrepreneur, endurance athlete, and motivational speaker. The site serves as a hub for his story, speaking engagements, and impact across corporate, nonprofit and athletic audiences.
KEY METRIC
KEY METRIC
Users can quickly understand Len’s core traits and values, and find key booking information 45% faster.
Users can quickly understand Len’s core traits and values, and find key booking information 45% faster.
Users can quickly understand Len’s core traits and values, and find key booking information 45% faster.
By analyzing the brand’s mission and users’ shopping behaviors, I identified the key website sections and elements that drive engagement and encourage visitors to make a purchase.
Over the course of two months, I worked closely with Len and the development team to give his official digital presence a fresh update.
By analyzing Len's goals, values, and his target audience, I identified the content structure, messaging, and calls to action to encourage visitors to quickly understand his expertise and book him with confidence.
Over the course of two months, I collaborated closely with stakeholders and the development team to create the brand’s first official digital presence from scratch.
Over the course of two months, I collaborated closely with stakeholders and the development team to create the brand’s first official digital presence from scratch.
By analyzing the brand’s mission and users’ shopping behaviors, I identified the key website sections and elements that drive engagement and encourage visitors to make a purchase.
The Approach
UX Research
COMPETITION ANALYSIS
Summary:
Summary:
A strong, credible personal brand with compelling visuals; multiple CTAs and navigation paths engage users but can overwhelm—key booking and purchase CTAs need more emphasis.
A strong, credible personal brand with compelling visuals; multiple CTAs and navigation paths engage users but can overwhelm—key booking and purchase CTAs need more emphasis.
Summary:
Summary:
A good, inspiring brand with engaging visuals and clear navigation, but CTAs are subtle and the website overall feels outdated.
A good, inspiring brand with engaging visuals and clear navigation, but CTAs are subtle and the website overall feels outdated.
AFFINITY MAPPING
USER PERSONA
Persona 1
Persona 2
Persona 1
Persona 2
Persona 1
Persona 2
COMPETITION ANALYSIS
Summary:
Summary:
A strong, credible personal brand with compelling visuals; multiple CTAs and navigation paths engage users but can overwhelm—key booking and purchase CTAs need more emphasis.
Summary:
Summary:
A good, inspiring brand with engaging visuals and clear navigation, but CTAs are subtle and the website overall feels outdated.
insights
insights
Insights from user research and competitive analysis guided the design direction:
Insights from user research and competitive analysis guided the design direction:
Insights from user research and competitive analysis guided the design direction:
Clear Core Message Drives Engagement
Clear Core Message Drives Engagement
Clear Core Message Drives Engagement
When Len’s core message and accomplishments are immediately visible, visitors can quickly understand his purpose and are more likely to stay, explore, and build trust.
When Len’s core message and accomplishments are immediately visible, visitors can quickly understand his purpose and are more likely to stay, explore, and build trust.
When Len’s core message and accomplishments are immediately visible, visitors can quickly understand his purpose and are more likely to stay, explore, and build trust.
Frictionless Actions Increase Conversions
Frictionless Actions Increase Conversions
Frictionless Actions Increase Conversions
Clear, intuitive booking and purchasing paths and CTAs help event organizers, fans, and partners take action confidently without hesitation or confusion.
Clear, intuitive booking and purchasing paths and CTAs help event organizers, fans, and partners take action confidently without hesitation or confusion.
Clear, intuitive booking and purchasing paths and CTAs help event organizers, fans, and partners take action confidently without hesitation or confusion.
The Ideations
STYLE GUIDE
Rooted in Len’s belief that success is built through trust, respect, and shared purpose, the visual style emphasizes strength through unity.
Rooted in Len’s belief that success is built through trust, respect, and shared purpose, the visual style emphasizes strength through unity.
Rooted in Len’s belief that success is built through trust, respect, and shared purpose, the visual style emphasizes strength through unity.
A deep blue paired with black, white, and dark gray establishes credibility and confidence, while Helvetica, Poltawski Nowy, and Poppins balance authority with approachability—supporting a clear, human-centered story focused on teamwork and impact.
A deep blue paired with black, white, and dark gray establishes credibility and confidence, while Helvetica, Poltawski Nowy, and Poppins balance authority with approachability—supporting a clear, human-centered story focused on teamwork and impact.
A deep blue paired with black, white, and dark gray establishes credibility and confidence, while Helvetica, Poltawski Nowy, and Poppins balance authority with approachability—supporting a clear, human-centered story focused on teamwork and impact.
DEEP BLUE
DEEP BLUE
HEX: #003CFF
HEX: #003CFF
RBG: (0, 60, 255)
RBG: (0, 60, 255)
WHITE
WHITE
HEX: #FFFFFF
HEX: #FFFFFF
RBG: (255, 255, 255)
RBG: (255, 255, 255)
BLACK
HEX: #00000
RBG: (0,0,0)
SILVER
HEX: #777777
RBG: (119, 119, 119)
DARK GRAY
HEX: #333333
RBG: (51, 51, 51)
BLACK
HEX: #00000
RBG: (0,0,0)
SILVER
HEX: #777777
RBG: (119, 119, 119)
DARK GRAY
HEX: #333333
RBG: (51, 51, 51)
BLUE
HEX: #13AE5C
RBG: (19, 174, 92)
BLACK
HEX: #000000
RBG: (1, 1, 1)
WHITE
HEX: #FFFFFF
RBG: (247, 248, 244)
SILVER
HEX: #777777
RBG: (247, 248, 244)
DARK GRAY
HEX: #333333
RBG: (247, 248, 244)
Helvetica
Helvetica
Helvetica
Bold - Headings
Bold - Headings
Bold - Headings
Poltawski Nowy
Poltawski Nowy
Poltawski Nowy
Italics - Sub headings
Italics - Sub headings
Italics - Sub headings
Poppins
Poppins
Poppins
Regular - Paragraphs & Buttons
Regular - Paragraphs & Buttons
Regular - Paragraphs & Buttons
Final Design
Desktop version
Homepage
Homepage
The homepage delivers instant clarity. Len’s mission, credibility, and impact are unmistakable at first glance—pulling visitors in, building immediate trust, and giving them a clear reason to keep scrolling, exploring, and connecting.
Speaking Page
Speaking Page
The Speaking page sells the message in seconds. Len’s credibility, presence, and purpose hit immediately—showing why he’s trusted on stages from boardrooms to TEDx, building instant trust, and making it unmistakably clear why he belongs on stage and why audiences listen.
Giving Back Page
Giving Back Page
This page proves Len's impact the moment you land. Len’s purpose, impact, and credibility are unmistakable at first glance—pulling visitors in, building instant trust, and giving them a clear reason to stay, scroll, and believe in the work behind HopeCam.
Mobile version
IMPACT
IMPACT
45%
45%
Faster Comprehension - Users understand Len’s values and find booking info faster.
Faster Comprehension - Users understand Len’s values and find booking info faster.
Faster Comprehension - Users understand Len’s values and find booking info faster.
3 → 10/month
Contact form submissions
1st search raking
for “Len Forkas” across Google search results,
3 → 10/month
3 → 10/month
Contact form submissions
Contact form submissions
1st search raking
1st search raking
for “Len Forkas” across Google search results
REFLECTIONS
REFLECTIONS
Through this project, I learned that a personal branding site isn’t just about looking good—it’s about clarity and guiding users. By distilling Len’s multi-faceted career into a cohesive story, I helped visitors grasp his value instantly. Seeing the site drive more inquiries, traffic, and rise to the top of Google showed me how design can create real impact.
Through this project, I learned that a personal branding site isn’t just about looking good—it’s about clarity and guiding users. By distilling Len’s multi-faceted career into a cohesive story, I helped visitors grasp his value instantly. Seeing the site drive more inquiries, traffic, and rise to the top of Google showed me how design can create real impact.
Through this project, I learned that a personal branding site isn’t just about looking good—it’s about clarity and guiding users. By distilling Len’s multi-faceted career into a cohesive story, I helped visitors grasp his value instantly. Seeing the site drive more inquiries, traffic, and rise to the top of Google showed me how design can create real impact.
Featured Work
Featured Work
Featured Work
More Projects
More Projects
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tracyho2901@gmail.com
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Get in touch
tracyho2901@gmail.com
Linkedln
Get in touch
tracyho2901@gmail.com
Linkedln
Get in touch