Feldenkrais Movimento & Apprendimento
Client
Associazione Culturale Feldenkrais Movimento e Apprendimento — Rome
Role
UX/UI Design · Information Architecture · SEO · Framer Development
Duration
4 months
Scope
Redesign · IA · CMS · Redirects · Technical SEO
An Invisible Authority
An association with more than 30 years of history, nine training cycles in Rome and international authorisation from AIIMF and the EuroTAB Council — none of which was visible online. The previous site buried the four-year programme under generic pages, gave no clear entry point to open days or ongoing segments, and lost search traffic on high-intent queries. The challenge was to turn decades of institutional credibility into a structure a prospective student could actually navigate.
Two Audiences, Two Paths
Research surfaced two distinct visitors: professionals — physiotherapists, osteopaths, psychologists, musicians, dancers, athletes — evaluating whether the method fits their practice, and authorised teachers looking for continuing education segments. I split the architecture accordingly: a professional-segments section that speaks to each category directly, a dedicated four-year programme path, and a separate professional-update track with the current Rome 9 edition. Credentials, teacher bios, testimonials and an FAQ were placed to answer objections in the exact order they appear.
A Calm, Editorial System
The visual direction is quiet and editorial: generous whitespace, restrained typographic scale, small-caps eyebrows and a numeric counter system for the metrics that carry the association’s authority — cycles, years, authorised teachers, total hours. Every section was prototyped as a reusable block so the association can compose new pages — open days, events, teacher profiles — without breaking rhythm or asking a designer.
Building and Migrating
Built in Framer across three breakpoints with CMS collections for courses, segments, teachers, testimonials and events, so the organisational lead can publish independently. The migration was the delicate part: legacy URLs were mapped one-to-one with permanent redirects — including accented paths — and every page received a written title and meta description targeting the real search intent. Structured metadata, clean heading hierarchy and internal linking between the programme, update track and contact flow completed the SEO layer.
Live Multi-Page Site
Live at feldenkraismovapp.it: a multi-page site with a self-managed CMS, a full redirect map preserving link equity from the previous domain structure, and two clear conversion paths — free admission interview for the four-year programme, and segment enrolment for authorised teachers.