Case Study
Designing with empathy
A psychological service designed for people in emotional distress
Tabuk Villája was founded by a therapist–business duo to help independent psychologists offer their services in a legally sound, emotionally safe, and professionally supported environment.
The problem was clear: most therapists lacked a proper workflow, faced legal uncertainty, and had no structured way of managing clients. Meanwhile, people looking for help found only scattered or vague information online.
Brought clarity and calm to a growing operation.
I designed and built the site from MVP to launch, shaped the emotional UX, and introduced Airtable and Make to streamline ops as the business scaled.
2024 Q1
From idea to validation
An MVP that proved the market need
We launched the first version of the website in early 2024, designed around what the initial 12 psychologists believed their clients needed. The goal wasn’t polish, it was proof.
The result? A fully booked location within months. The MVP confirmed that the demand was real and gave us just enough traction to move forward with a more thoughtful design and strategy.
2024 Q4
A more human redesign
Adapting the experience to the emotional state of the visitor
The second version of the site launched at the end of 2024, based on a full redesign.
This time, we moved away from generic wellness aesthetics and focused on emotional alignment. No smiling stock photos. No cheerful tones by default. Instead, we introduced a video-rich, calmer interface that adapts to the visitor’s mindset without overwhelming them.
The new structure offered clearer navigation, deeper content, better search UX, and stronger booking logic. As the business opened its second location, the redesign supported a growing user base and a more refined service experience.
2025 Q1
Scaling without burnout
Automating operations while staying personal
As demand grew, it became clear the business couldn’t scale through spreadsheets and manual workflows. The team was spending more time managing admin than building the service.
We started with the most urgent issue: contract management. A 3-day automation effort replaced hours of back-and-forth, freeing up 60 minutes per day.
Next came a custom Airtable-based CRM. It now tracks every lead and therapist, automates onboarding steps, and centralizes communication. All without losing the human touch.
Results at a glance
As Tabuk Villája scaled, we kept things simple on the surface while building smart systems underneath.
Full booking in 2 locations
Every available slot filled. A third venue is on the way.
Therapist network growth
New professionals keep joining mostly by referral.
120 min saved each day
Automation reclaimed over 70 hours every month.
5.0 and 4.4 Google rating
Clients feel seen, informed, and emotionally safe.
Zero spreadsheet ops
Custom CRM enables stress-free, scalable growth.
Clients found clarity, therapists found structure, and the team finally had time to focus on what mattered.