Eimer O'Neil: Architecting a Conversion-Driven Design Portfolio

I partnered with high-level eLearning designer Eimer O’Neil to transform her digital presence into a high-performance lead generation tool. By integrating a custom filterable portfolio and an automated consultation ecosystem, I bridged the gap between minimal aesthetics and complex functional utility, streamlining her client acquisition process.


Business Impact

The new platform successfully modernized Eimer’s online presence and significantly reduced her administrative load. By automating the discovery and booking phases, the site now serves as a 24/7 digital concierge, ensuring that every lead is captured and organized with zero manual effort.

Strategic Problem

As a successful consultant, Eimer O'Neil required a digital platform that reflected her high-tier industry standing while solving the logistical friction of manual booking and disorganized project showcases. The challenge was to maintain a strict, minimalist "dual-tone" aesthetic without sacrificing the complex functionality needed to manage client inquiries.

Systemic Solution

I engineered a bespoke portfolio ecosystem featuring a specialized filtering system for project discovery and an integrated multi-step appointment engine. This solution replaced passive "contact me" text with an active, automated booking workflow that pre-qualifies leads before a call is ever placed.

Methodology

As the lead strategist, I conducted an audit of her project categories to define a logical filtering architecture. I utilized iterative Figma prototyping to balance the bold, dual-tone visual constraints with the high-usability requirements of a professional service-based website.

Design Strategy

I implemented a high-contrast visual language using a specific blue and black dual-tone palette to convey professional authority and sophistication. This was paired with a minimalist typographic system to ensure that the content remained the primary focus, while the interactive elements provided a hand-holding experience for prospective clients.

Client Collaboration

Working directly with Eimer as her lead design partner, I acted as both a visual designer and a technical consultant. I translated her specific vision for a minimalist but powerful site into a technical reality, ensuring that the final build was optimized for both her personal brand and her target market's expectations.

Operational Design

I architected the portfolio section using a modular logic that allows Eimer to update her project library independently. The multi-step form and calendar integration were designed as a plug-and-play ecosystem, ensuring the site grows alongside her consultancy without requiring constant technical maintenance.

Reflection

This project proved that for solo consultants, the website is the primary project manager. I learned that a minimalist design doesn't mean less design—it means every pixel must serve a purpose.