Situation
Peter Saxe, a jazz musician and educator in Chicago, had improvisation courses and needed a site that could promote his career and sell those courses. He also needed to self-manage blog content after launch.
Constraint
One brand had to hold performer, teacher, and merchant. Ecommerce could not look bolted on.
Decision
I handled project management, organizational strategy, brand, UI design and development, WooCommerce integration, and blog content strategy and copywriting—so the store, the story, and the CMS were one system.
Outcome
The site supported sales of improvisation courses and a clearer personal brand.
What I would do again
Give a solo educator a CMS they can run without a retainer. The product is independence.
What I would change
I would have specified course objects (modules, price, access) before theming, instead of stretching a blog into a catalog.