SEXOLOGY HUB

"Busting stigmas & unlocking shame through depatholgizing design."

Website Redesign

UI / UX DESIGN

2026

SEXOLOGY HUB

"Busting stigmas & unlocking shame through depatholgizing design."

Website Redesign

UI / UX DESIGN

2026

SEXOLOGY HUB

"Busting stigmas & unlocking shame through depatholgizing design."

Website Redesign

UI / UX DESIGN

2026

TEAM

TEAM

Solo Project

Solo Project

Solo Project

ROLE

UX Researcher // UI Designer

UX Researcher // UI Designer

PR0BLEM

Sexology Hub by Berlin sexologist Sophia Hanseder offers counselling, coaching, and workshops on sexuality, relationships, and personal growth. The existing site communicated professionalism but felt clinical (blue/white palette), text-heavy, and hard to navigate (“About” vs “Approach” confusion).

Sophia wanted a site she could proudly share — one that reflects her “diary-like” non-judgmental space and makes booking intuitive.

PR0BLEM

Sexology Hub by Berlin sexologist Sophia Hanseder offers counselling, coaching, and workshops on sexuality, relationships, and personal growth. The existing site communicated professionalism but felt clinical (blue/white palette), text-heavy, and hard to navigate (“About” vs “Approach” confusion). Sophia wanted a site she could proudly share — one that reflects her “diary-like” non-judgmental space and makes booking intuitive.

PR0BLEM

Sexology Hub by Berlin sexologist Sophia Hanseder offers counselling, coaching, and workshops on sexuality, relationships, and personal growth. The existing site communicated professionalism but felt clinical (blue/white palette), text-heavy, and hard to navigate (“About” vs “Approach” confusion). Sophia wanted a site she could proudly share — one that reflects her “diary-like” non-judgmental space and makes booking intuitive.

GOAL

Just as Sexology Hubs wide target audience we needed a focused design that portrays Sexology Hub’s mission and brand better that feels welcoming to the very diverse audience the praxis wants to attract.

UX PROCESS
INSIGHT

01

Secondary Research

In my secondary research I exlored topics of intimacy in therapy and counselling.

Context

Many people avoid bringing up sex and intimacy in therapy because of shame and fear of judgment. Many therapists feel undertrained and hesitant to address sexual topics. When handled openly and nonjudgmentally, sex‑focused therapy can strongly improve intimacy and wellbeing. Approaches that integrate emotional, relational, and bodily perspectives work best.

01

Secondary Research

In my secondary research I exlored topics of intimacy in therapy and counselling.

Context

Many people avoid bringing up sex and intimacy in therapy because of shame and fear of judgment. Many therapists feel undertrained and hesitant to address sexual topics. When handled openly and nonjudgmentally, sex‑focused therapy can strongly improve intimacy and wellbeing. Approaches that integrate emotional, relational, and bodily perspectives work best.

01

Secondary Research

In my secondary research I exlored topics of intimacy in therapy and counselling.

Context

Many people avoid bringing up sex and intimacy in therapy because of shame and fear of judgment. Many therapists feel undertrained and hesitant to address sexual topics. When handled openly and nonjudgmentally, sex‑focused therapy can strongly improve intimacy and wellbeing. Approaches that integrate emotional, relational, and bodily perspectives work best.

02

Heuristic Analysis

I evaluated the existing Sexology Hub website using Jakob Nielsen’s usability heuristics to identify concrete improvement areas.

Current Issues

System status: Unclear booking/form feedback Language: Confusing labels (Approach/About) Consistency: Variable typography/spacing Aesthetic: Dense text, poor hierarchy Recognition: Services/pricing buried

02

Heuristic Analysis

I evaluated the existing Sexology Hub website using Jakob Nielsen’s usability heuristics to identify concrete improvement areas.

Current Issues

System status: Unclear booking/form feedback Language: Confusing labels (Approach/About) Consistency: Variable typography/spacing Aesthetic: Dense text, poor hierarchy Recognition: Services/pricing buried

02

Heuristic Analysis

I evaluated the existing Sexology Hub website using Jakob Nielsen’s usability heuristics to identify concrete improvement areas.

Current Issues

System status: Unclear booking/form feedback Language: Confusing labels (Approach/About) Consistency: Variable typography/spacing Aesthetic: Dense text, poor hierarchy Recognition: Services/pricing buried

03

Competitive Analysis

I conducted a Competitive Analysis to see how other brands and services go about stigmatized and intimate topics and how Sexology Hub could position itself. Ester Perel — renowned Intimacy & relationship psychotherapist Ana Morin — Couples Therapy and Sexual Therapy in Berlin & Online Julia Henchen — Online-first sexual therapy and counseling PinkTherapy — Directory of LGBTQ+ friendly therapists and counsellors ProFamilia — Counseling center for sexuality, relationships, or parenting

Industry Standards

Opportunity: Evidence-based + emotionally gentle positioning (no eroticism, no dysfunction-only focus). Visual Identity: Most competitors either lean into erotic/entertainment aesthetics or institutional/clinical branding. Tone & Language: Many therapy sites lead with problems: dysfunction, jealousy, anxiety, “what’s wrong.” Problems are still named, but the core promise becomes lightness, space, and shared exploration, not just repair.

03

Competitive Analysis

I conducted a Competitive Analysis to see how other brands and services go about stigmatized and intimate topics and how Sexology Hub could position itself. Ester Perel — renowned Intimacy & relationship psychotherapist Ana Morin — Couples Therapy and Sexual Therapy in Berlin & Online Julia Henchen — Online-first sexual therapy and counseling PinkTherapy — Directory of LGBTQ+ friendly therapists and counsellors ProFamilia — Counseling center for sexuality, relationships, or parenting

Industry Standards

Opportunity: Evidence-based + emotionally gentle positioning (no eroticism, no dysfunction-only focus). Visual Identity: Most competitors either lean into erotic/entertainment aesthetics or institutional/clinical branding. Tone & Language: Many therapy sites lead with problems: dysfunction, jealousy, anxiety, “what’s wrong.” Problems are still named, but the core promise becomes lightness, space, and shared exploration, not just repair.

03

Competitive Analysis

I conducted a Competitive Analysis to see how other brands and services go about stigmatized and intimate topics and how Sexology Hub could position itself. Ester Perel — renowned Intimacy & relationship psychotherapist Ana Morin — Couples Therapy and Sexual Therapy in Berlin & Online Julia Henchen — Online-first sexual therapy and counseling PinkTherapy — Directory of LGBTQ+ friendly therapists and counsellors ProFamilia — Counseling center for sexuality, relationships, or parenting

Industry Standards

Opportunity: Evidence-based + emotionally gentle positioning (no eroticism, no dysfunction-only focus). Visual Identity: Most competitors either lean into erotic/entertainment aesthetics or institutional/clinical branding. Tone & Language: Many therapy sites lead with problems: dysfunction, jealousy, anxiety, “what’s wrong.” Problems are still named, but the core promise becomes lightness, space, and shared exploration, not just repair.

04

Stakeholder Interview

I conducted a stakeholder interview with Sophia to better define the redesign requirements. We explored her mission, values, and working style, how she wants clients to feel when they visit and work with her, and what she sees as the main strengths and weaknesses of the current website.

Project Focus

Sophia’s voice: “I want clients to feel like talking out loud to your diary — no performance, no shame.” Target: Late 20s-30s Berlin professionals (relationship/sexual distress) Pain points: Site not “catchy”; clinical colors; booking hiccups

04

Stakeholder Interview

I conducted a stakeholder interview with Sophia to better define the redesign requirements. We explored her mission, values, and working style, how she wants clients to feel when they visit and work with her, and what she sees as the main strengths and weaknesses of the current website.

Project Focus

Sophia’s voice: “I want clients to feel like talking out loud to your diary — no performance, no shame.” Target: Late 20s-30s Berlin professionals (relationship/sexual distress) Pain points: Site not “catchy”; clinical colors; booking hiccups

04

Stakeholder Interview

I conducted a stakeholder interview with Sophia to better define the redesign requirements. We explored her mission, values, and working style, how she wants clients to feel when they visit and work with her, and what she sees as the main strengths and weaknesses of the current website.

Project Focus

Sophia’s voice: “I want clients to feel like talking out loud to your diary — no performance, no shame.” Target: Late 20s-30s Berlin professionals (relationship/sexual distress) Pain points: Site not “catchy”; clinical colors; booking hiccups

05

User Interviews

The interviews focused on their experiences with therapy around intimate topics, what drove them to seek help, what attracted them to particular counselors, and what barriers prevented them from reaching out.

Therapy Experience

Users want a non‑judgmental, space to talk about shame, relationships, intimacy, and trust. Initial skepticism about cross‑cultural understanding is reduced when Sophia’s qualifications and expertise are clearly visible.

05

User Interviews

The interviews focused on their experiences with therapy around intimate topics, what drove them to seek help, what attracted them to particular counselors, and what barriers prevented them from reaching out.

Therapy Experience

Users want a non‑judgmental, space to talk about shame, relationships, intimacy, and trust. Initial skepticism about cross‑cultural understanding is reduced when Sophia’s qualifications and expertise are clearly visible.

05

User Interviews

The interviews focused on their experiences with therapy around intimate topics, what drove them to seek help, what attracted them to particular counselors, and what barriers prevented them from reaching out.

Therapy Experience

Users want a non‑judgmental, space to talk about shame, relationships, intimacy, and trust. Initial skepticism about cross‑cultural understanding is reduced when Sophia’s qualifications and expertise are clearly visible.

06

Usability Tests

After the User Interviews I let the users explore the Sexology Hub website to see if it functions well and get their opinion on Sophia as a therapist and web presence.

Current Website

Services need to be scannable, with soothing, calming visuals. Her therapeutic philosophy is crucial but currently feels too long and blocky. The existing booking flow works well and can be kept. Many users don’t know what “sexology” means and need a brief, upfront explanation.

06

Usability Tests

After the User Interviews I let the users explore the Sexology Hub website to see if it functions well and get their opinion on Sophia as a therapist and web presence.

Current Website

Services need to be scannable, with soothing, calming visuals. Her therapeutic philosophy is crucial but currently feels too long and blocky. The existing booking flow works well and can be kept. Many users don’t know what “sexology” means and need a brief, upfront explanation.

06

Usability Tests

After the User Interviews I let the users explore the Sexology Hub website to see if it functions well and get their opinion on Sophia as a therapist and web presence.

Current Website

Services need to be scannable, with soothing, calming visuals. Her therapeutic philosophy is crucial but currently feels too long and blocky. The existing booking flow works well and can be kept. Many users don’t know what “sexology” means and need a brief, upfront explanation.

TESTIMONIALS & AFFINITY MAP

R. // 26

Student in Berlin

“It was the first thing my therapist told me was that she said she would serve more as a person to hold hands with to discover something, like a journey helper. And I think what I looked for was someone to help me organize these emotions and thoughts a bit better.”

S. // 36

Prodcuer in Berlin

“Initially I had a great bond with my last therapist, but after delving into relationship issues she kind of went into big sister mode and not therapy mode. It seemed too close and as if she just wanted to tell me what to do instead of listening.”

Prev

Next

TESTIMONIALS & AFFINITY MAP

R. // 26

Student in Berlin

“It was the first thing my therapist told me was that she said she would serve more as a person to hold hands with to discover something, like a journey helper. And I think what I looked for was someone to help me organize these emotions and thoughts a bit better.”

S. // 36

Prodcuer in Berlin

“Initially I had a great bond with my last therapist, but after delving into relationship issues she kind of went into big sister mode and not therapy mode. It seemed too close and as if she just wanted to tell me what to do instead of listening.”

Prev

Next

TESTIMONIALS

R. // 26

Student in Berlin

“It was the first thing my therapist told me was that she said she would serve more as a person to hold hands with to discover something, like a journey helper. And I think what I looked for was someone to help me organize these emotions and thoughts a bit better.”

S. // 36

Prodcuer in Berlin

“Initially I had a great bond with my last therapist, but after delving into relationship issues she kind of went into big sister mode and not therapy mode. It seemed too close and as if she just wanted to tell me what to do instead of listening.”

Prev

Next

Based on our Usability Tests & following Stakeholder Interviews we set on these cure design principles for our flow and further process.

01

SCANNABLE DEPTH

"This would have been pretty valuable to read about first. But would it be too much on the front page. A good amount of condensation would be useful."

  • Mobile-first clarity

  • Scannable depth (bullets over paragraphs)


01

SCANNABLE DEPTH

"This would have been pretty valuable to read about first. But would it be too much on the front page. A good amount of condensation would be useful."

  • Mobile-first clarity

  • Scannable depth (bullets over paragraphs)


02

FUNCTIONALITY

"It's very easy to book appointments or to find the answer to your questions. There's has a lot of information about what she offers, what her services are."

  • Booking flow works well

  • multiple CTAs

  • Duration & pricing info needs to be upfront

02

FUNCTIONALITY

"It's very easy to book appointments or to find the answer to your questions. There's has a lot of information about what she offers, what her services are."

  • Booking flow works well

  • multiple CTAs

  • Duration & pricing info needs to be upfront

03

VISUALS

"Okay, yeah, yeah, this is what I was looking for. I feel like all the information is like there. It's just this website is boring. It really does give template hmm and maybe I don't know."

  • users see website design as outdated

  • imagery doesn't feel inclusive

03

VISUALS

"Okay, yeah, yeah, this is what I was looking for. I feel like all the information is like there. It's just this website is boring. It really does give template hmm and maybe I don't know."

  • users see website design as outdated

  • imagery doesn't feel inclusive

04

FUTURE READY CONTENT

"in my current situation, I would say SEO AI development as I currently haven't done anything about that and Obviously, it will be great if clients can find me so I think that's definitely a high priority."

  • AI features: AI chat bot

  • SEO optimization

04

FUTURE READY CONTENT

"in my current situation, I would say SEO AI development as I currently haven't done anything about that and Obviously, it will be great if clients can find me so I think that's definitely a high priority."

  • AI features: AI chat bot

  • SEO optimization

KARLA tHE REFLECTIVE

// PRIMARY PERSONA

AGE: 30

STATUS: In a Relationship

OCCUPATION: University-educated Professional

LOCATION: Berlin

NEEDS

  • Find non-judgmental space for couples intimacy work 



  • Quickly assess therapist credentials (training, background, philosophy) before booking



  • Book easily without friction 



  • Feel culturally safe: wants professional distance, empathetic & understandable language

PAIN POINTS

  • Website should feel trustworthy and warm, but not generic.

  • “What is sexology?” needs a clear, upfront explanation.

  • Cultural barriers and shame make partners wary of therapy (“Does this mean the relationship is over?”).

  • Users prefer concise, bullet‑point therapist info over long personal stories.

KARLA tHE REFLECTIVE

// PRIMARY PERSONA

AGE: 30

STATUS: In a Relationship

OCCUPATION: University-educated Professional

LOCATION: Berlin

NEEDS

  • Find non-judgmental space for couples intimacy work 



  • Quickly assess therapist credentials (training, background, philosophy) before booking



  • Book easily without friction 



  • Feel culturally safe: wants professional distance, empathetic & understandable language

PAIN POINTS

  • Website should feel trustworthy and warm, but not generic.

  • “What is sexology?” needs a clear, upfront explanation.

  • Cultural barriers and shame make partners wary of therapy (“Does this mean the relationship is over?”).

  • Users prefer concise, bullet‑point therapist info over long personal stories.

KARLA tHE REFLECTIVE

// PRIMARY PERSONA

AGE: 30

STATUS: In a Relationship

OCCUPATION: University-educated Professional

LOCATION: Berlin

NEEDS

  • Find non-judgmental space for couples intimacy work 



  • Quickly assess therapist credentials (training, background, philosophy) before booking



  • Book easily without friction 



  • Feel culturally safe: wants professional distance, empathetic & understandable language

PAIN POINTS

  • Website should feel trustworthy and warm, but not generic.

  • “What is sexology?” needs a clear, upfront explanation.

  • Cultural barriers and shame make partners wary of therapy (“Does this mean the relationship is over?”).

  • Users prefer concise, bullet‑point therapist info over long personal stories.

USER JOURNEY MAP
EARLY PROTOTYPES

Goal: Offer meaningful ways to build deeper in-person friendships because online connections alone leave users feeling lonely and isolated.

Information Architecture

I streamlined the fragmented site into a clear, linear flow to reduce confusion and build trust.


New structure: Home → Services → About → Book


Key insight: Users need intuitive navigation that prioritizes services and Sophia’s credentials upfront, not buried philosophy blocks.

Wireframes & A/B Tests

I tested layouts and content hierarchy to balance emotional warmth with scannability.

Core Tests:

  • Service cards with 3-word tags (“Struggling couples, intimacy blocks”).

  • Gradients vs. stock photos (gradients won for trust + professionalism).

  • Layered philosophy: short summary → expandable details.

Validation:

  • Users wanted Sophia’s values visible immediately but preferred expandable sections for academic credentials.

  • Booking flow tested strong — kept as-is.

Key insight:
Comfort and clarity build confidence — users valued gentle guidance over gamified interactions.

VISUAL DESIGN

I created an aesthetic that conveys care, professionalism, and inclusivity without feeling generic or erotic.


Visual language:

  • Colors: Warm teal (primary), terracotta (CTA), sage (support).

  • Typography: Serif headings + clean sans body text.

  • Imagery: Abstract gradients + simple service icons (A/B tested winner).


Result: Gender-neutral palette that feels safe, spacious, and welcoming to diverse clients.

OUTCOME

Key Screens

Home: Clear “What is sexology?” explainer + service teasers.
Services: Scannable cards with tags linking straight to booking.
About: Qualifications upfront, philosophy layered for depth.
Book: Frictionless flow (proven effective in testing).

FINAL PRODUCT

Outcomes & Feedback

  • Strong emotional resonance: Users felt the redesign created a safe, non-judgmental space — “Finally a site that feels like therapy should feel.”

  • Improved trust and clarity: Sophia’s qualifications and “What is sexology?” explainer immediately reduced cultural skepticism and confusion.

  • High usability: Service cards and linear navigation (Home → Services → About → Book) made finding help intuitive and fast.

  • Visual success: Warm, gradient-based design read as professional yet caring — users preferred it over generic stock imagery.

  • Validated booking flow: Core conversion path remained frictionless while gaining contextual warmth.


Areas for growth: Add client testimonials in form of Google Reviews Google , live availability calendar, and multi-language support for diverse Berlin communities.


Result:
The redesign transformed Sexology Hub into a welcoming digital practice — balancing emotional safety with clear paths to booking and healing.

High‑Fidelity Prototype
The final design translates Mbwenze’s mission into a clean, expressive shopping flow.

  • Homepage: A clear brand statement leads directly into shopping, with deeper storytelling available but never in the way.

  • Product Listing & Detail: Visual clarity and short story snippets connect cultural narratives to practical details like price, size, and sustainability.

  • Mobile: Optimized for vertical flow, larger touch targets, and balanced narrative moments that feel natural on small screens.