Transforming a functional workbook into a strategic tool that educates and converts
Strategic learning materials that position a mental health coach as a premium choice while guiding challenge participants toward genuine results and programme conversion.
Project overview
Helen was running a 5-day challenge bootcamp as part of her visibility and lead generation strategy.
She’d created a workbook in Canva, but it wasn’t delivering what she needed: materials that would help participants achieve real results while positioning her intensive programme as the natural next step.
The workbook had to do double duty, generate genuine value for participants AND convert the right people into paying clients.
What I created
Before touching any design, I spent time understanding Helen’s brand, the challenge’s learning objectives, and her business goals.
My priority wasn’t just making something look professional, it was understanding the number one result participants needed to achieve, whether they joined Helen’s programme or not.
I refined Helen’s original workbook using the ADDIE learning model as the strategic foundation.
This meant restructuring content for how people actually learn and retain information, not just how it looked on the page.
I created tailored infographics that supported the content visually and made complex mental health concepts instantly understandable.
Where I identified gaps in the learning journey, I advised on additional information that would improve participant outcomes.
Custom illustrations
I designed a collection of brain illustrations in Helen’s brand colours and style.
These are visual assets that work throughout the workbook but can now be used consistently across her website, slide decks, and marketing materials.
These custom elements give Helen a distinctive visual language that’s recognisably hers.
Dual purpose
The workbook works both as a fillable PDF and as a print-at-home resource , designed with that dual purpose from the start.
No large areas of solid colour that would drain ink cartridges.
Editable areas sized for actual handwriting, not tiny boxes that frustrate users.
Diagrams and infographics structured to work equally well on screen or paper.
This practical design thinking means participants can engage with the materials in whatever way suits them best, without Helen needing to create multiple versions.
The result
Helen now has learning materials that position her as a premium expert while actually helping participants achieve results.
The workbook does the work of building trust, demonstrating expertise, and converting leads, freeing Helen to focus on delivery and participant support rather than worrying whether her materials undermine her credibility.
