Case study · Fashion & Personal Styling
Personal styling website designed for online courses and membership
Caitlin Marwaha needed a connected home for her styling expertise. We brought the free challenge, online courses and CM Style Squad membership together, helping women find the right learning path and return to their content.
to membershipAcquisition funnel
The brief: turn specialist expertise into a connected learning experience.
The original brief was to connect an established styling audience with a clearer online learning experience. Visitors needed a useful first step; course customers and members needed a recognisable home for the content they could access. The standard Kajabi Library did not provide the personalised structure the project needed.
Our design connected the acquisition funnel, personalised dashboard, course and membership content, and checkout journeys. A consistent visual system made each stage feel part of one business, while segment-based navigation helped new learners and existing members find their next step. LaunchPAD and Meteor provided the custom experience on Kajabi.
Funnel design: A free styling challenge gives visitors a first learning experience and a clear route into the paid offers.
Dashboard development: A personalised starting point for different member segments, with content access and navigation grouped around their needs.
Custom membership: A structured place for lessons, navigation and member interaction, supported by Meteor.
Conversion layer: Rule-based offer access, monthly/yearly billing choices, custom checkouts, legal pages and cookie consent.
Built to scale: A shared stylesheet keeps the website, dashboard, lessons and checkouts visually consistent.
The Funnel
A free challenge that introduces the learning experience
The free challenge was the first step into the education business. The landing page explained the offer and led into sign-up, giving visitors a practical introduction to the styling approach before they considered a course or membership.
We treated the homepage and sign-up flow as parts of the same journey. Clear offer information and opportunities for comments and interaction connected the first visit to the member experience shown below.
- Free challenge as the entry offer
- Frictionless sign-up — roadblocks removed
- Homepage architected as part of the funnel
- Comments and interactions driving engagement
CM Style Squad
The Dashboard
One Dashboard, Every Member Segment
The Dashboard is the front door to the platform. Members land on a personalised welcome, the latest video from Caitlin, and clear routes into Products, Studio and Community — with locked tiles doubling as upgrade prompts for the offers they don't own yet.
A slide-out navigation groups everything under Services, Community and Account, so the same build serves a free-challenge lead and a paid annual member without either seeing the wrong thing.
- Personalised welcome message
- Latest video front and centre
- Products, Studio & Community tiles
- Locked tiles as upgrade prompts
- Slide-out nav grouped by segment
- Announcements and member quotes
The Membership
A structured home for lessons and membership
The CM Style Squad needed a refresh — and a better way for members to navigate and consume content. Meteor brought structure to the membership, improved the journey significantly and created a beautiful space for members to learn and share.
Paired with the LaunchPAD Dashboard, the members portal became the go-to place for the latest style lessons and trends — where the standard Kajabi Library couldn't flex.
- Tabs inside posts
- Favourites
- Customisable action bar
- Dedicated announcements space
- Intuitive navigation
- Effective browsing on any device
Conversion Layer
Pricing, Checkouts & Compliance
An Offer Ladder That Ends in a Checkout
An offer-ladder blueprint drove a Pricing page built on an ascension method — outfit guides, the CM Style Squad membership, then CM Style School — with a monthly/yearly toggle matched to Caitlin's sales structure. Advanced permissions and a timed funnel give visitors and members two different, tailored experiences.
Every plan lands on a bespoke checkout with payments handled by Stripe. Names and emails are pre-populated, alternate billing is offered inline, and styling matches the Dashboard and website. Consent is handled too — essential legal pages plus a cookie pop-up for an Australia-based audience.
- Ascension-method pricing page
- Monthly / yearly toggle
- Rule-based plan permissions
- Timed funnel for visitors vs members
- Pre-populated bespoke checkouts
- Legal pages + cookie consent
The Result
One connected styling education experience
The delivered website brings acquisition, learning and purchasing into one recognisable journey, giving visitors a clear first step and members a consistent home for their content.
Explore our website design for online courses and memberships.