Designing the website, branding strategy, and marketing assets for a health and wellness company and improving conversions significantly in the process.
1.9 M+
monthly business sales, up from 640K
90x
increase in user satisfaction
141%
increase in Email Campaign Revenue
13%
increase in AOV
Role
UX/UI/Multimedia Designer
Products
Web, Mobile, Brand
Duration
Mar 2023- Present
Challenge
Aletha Health faced a fragmented user experience due to the disconnection between its branded website on Webflow and its Shopify store. This lack of continuity not only undermined the brand's credibility but also highlighted a weak visual identity in need of an uplift, complicating the customer journey and diminishing overall brand impact.
Challenge
Aletha Health faced a fragmented user experience due to the disconnection between its branded website on Webflow and its Shopify store. This lack of continuity not only undermined the brand's credibility but also highlighted a weak visual identity in need of an uplift, complicating the customer journey and diminishing overall brand impact.
Solution
Formulated a web redesign strategy that prioritizes a simplified user flow, enhanced language for comprehension, and new content structure to best organize resources. Designed custom website that solves for branding needs as well as shopping functionality and worked on countless iterations of their existing offering, in addition to seasonal web designs and marketing efforts.
Solution
Formulated a web redesign strategy that prioritizes a simplified user flow, enhanced language for comprehension, and new content structure to best organize resources. Designed custom website that solves for branding needs as well as shopping functionality and worked on countless iterations of their existing offering, in addition to seasonal web designs and marketing efforts.
The design approach I adopted:
01
Research
Stakeholder Interviews
Competitor Analysis
Literature Review
02
Define
Understand Problem
Define Project Goals
Expected Methods
03
Design
Branding + Identity
Sketches
Design Iterations
04
Evaluate
Implementation
Expert Evaluation
User-Based Testing
Design
Recommendations
Stage 1. Research
To gain a comprehensive understanding of the current issues and potential, I conducted stakeholder interviews, competitor analysis, and user interviews.
Based on insights and observations from the research methods, I created a journey map highlighting the pain points and the opportunities for improvement.
Stage 1. Research
To gain a comprehensive understanding of the current issues and potential, I conducted stakeholder interviews, competitor analysis, and user interviews.
Based on insights and observations from the research methods, I created a journey map highlighting the pain points and the opportunities for improvement.
From interviewing 7 potential customers and analyzing customer support data, the target market was refined to three personas:
The Early Adopter
About
Sarah, 35-55, spends long hours at a desk in a high-stress job. Her back pain lingers after work, despite trying various remedies like stretching, massage guns, and chiropractic care. She's open to new solutions but remains skeptical, as nothing has offered lasting relief.
Goals
Find a long-term solution for chronic back pain.
Regain mobility and improve quality of life.
Take control over her health and reduce pain’s impact on daily activities.
Motivations
Sarah is driven by authentic success stories—seeing peers find relief online sparks hope.
She is pragmatic, seeking real-world results before committing to a product.
Practical solutions are key; she needs a product that works and offers a risk-free trial.
Frustrations
Frustrated by temporary fixes; past solutions haven’t provided lasting relief.
Skeptical of new products and questionable claims.
Concerned about whether the product will work for her specific issue and if she can easily return it if it doesn’t.
The Optimizer
About
Alex, 30-35, is health-conscious and experiences occasional back pain. Passionate about fitness, he’s tried wearables, supplements, and recovery tools like the Apple Watch, Oura Ring, and sauna heat exposure. Eager to take control of his health, he’s waiting for the right brand to convince him.
Goals
Achieve optimal fitness and holistic health.
Relieve muscle tension and improve posture and alignment.
Take charge of his health with proven, expert-backed solutions.
Motivations
Trusts fitness experts and wellness leaders for guidance on health and fitness trends.
Seeks education and social proof from trusted sources before making a decision.
Ready to optimize his health but looking for a brand that feels authoritative and credible.
Frustrations
Needs more education and proof that a product works.
Hesitant to try new products unless they are doctor-approved or endorsed by trusted figures.
Concerned about safety, effectiveness, and long-term benefits—needs validation from experts and peers.
The Vitality Protector
About
Eleanor is a 55-70-year-old individual who has dealt with chronic or intermittent back pain. They’re health-conscious and focused on sustainable solutions that support long-term wellness. They avoid trends and prefer proven, simple, and reliable options to maintain their vitality as they age.
Goals
Preserve mobility and stay active as they age.
Find effective pain relief for back and joint discomfort.
Maintain independence with minimal effort and complexity.
Optimize wellness for long-term vitality and comfort.
Motivations
Seeks expert-backed, time-tested solutions for health.
Interested in products that improve mobility and reduce pain.
Wants effortless integration into their routine for sustained health.
Frustrations
Wary of unproven, complex products with hyped-up claims.
Needs clear evidence that a solution will work long-term.
Avoids high-maintenance products that disrupt their routine or require constant effort.
Stage 2. Define
Based on the research insights, I identified the key issues and transformed them into prioritized project goals.
Taking into account Aletha's perspectives, technical considerations, and challenges faced during development., Aletha needs:
Stage 2. Define
Based on the research insights, I identified the key issues and transformed them into prioritized project goals.
Taking into account Aletha's perspectives, technical considerations, and challenges faced during development., Aletha needs:
01
smooth checkout process
so customers are not disrupted in their purchase flow
02
CMS framework + dynamic pages
to keep up with constant upgrades and promotions
02
03
educational resources
educational resources
to solve Customer Service issues and communicate value
Stage 3. Design
Given the research findings, I developed several design concepts to address key needs, including improving the user flow from PDP to checkout, defining Aletha Health’s visual identity and brand guidelines, and creating educational resources to highlight the value of the products.products.
Key design decisions:
Visual Identity: A dark scheme was chosen to help establish a sense of sophistication and consistency across all brand touch points, while allowing accent hues to bring life and energy to key elements. Blue is leaned into to express scientific intelligence.
Language: Messaging was refined to improve comprehension and increase trust, using more simplistic and scientific language to make every interaction feel approachable and credible.
Strategically Place Product Information Above the Fold: Incorporated concise callouts of product value and easy options for payment higher up on the page with a simpler design to create a user-centric design that fosters ease of understanding, trust, and streamlined navigation. Effective information architecture ultimately leads to a smoother user experience, improved conversions, and better customer satisfaction.
Enhance Checkout Process: Streamlined the transition from browsing the website to the checkout process. Simplifying the steps and optimized the user flow to maximize conversion rates. Included an upsell feature alongside a visual progress bar towards free shipping, gamifying the checkout experience to encourage increased spending and ultimately boost average order value (AOV).
Optimized Information Hierarchy for Enhanced UX: Designed website pages with key product details and benefits at the top for quick insights, while placing in-depth engineering and design information lower down, using clear and concise messaging to guide users smoothly through the page and improve overall engagement.
Designed Flexible CMS-Driven Web Pages: Created flexible layouts, such as for the blogs, to allow seamless content changes and updates, ensuring scalability and maintaining a smooth user experience.
How to Videos: Video tutorials were prioritized for customer support and engagement. The videos were directed and edited, with intention to include on the website and social channels.
Collaborated closely with the development team to ensure a smooth transition from design to implementation. Provided ongoing support and guidance during the development phase, addressing any design-related challenges that arose. Played a key role in the website's successful relaunch, monitoring user feedback and engagement post-launch to inform future updates.
Stage 4. Implementation & Launch Support
Collaborated closely with the development team to ensure a smooth transition from design to implementation. Provided ongoing support and guidance during the development phase, addressing any design-related challenges that arose. Played a key role in the website's successful relaunch, monitoring user feedback and engagement post-launch to inform future updates.
Outcomes
Aletha Health received a fully responsive design, including dynamic landing pages, product pages with above the fold content that pushes conversions and site retention, add to cart options, a pop-out cart, blog, education graphics and videos to increase user comprehension of product value, and much more. All designed for easy management via CMS framework.
Outcomes
Aletha Health received a fully responsive design, including dynamic landing pages, product pages with above the fold content that pushes conversions and site retention, add to cart options, a pop-out cart, blog, education graphics and videos to increase user comprehension of product value, and much more. All designed for easy management via CMS framework.
The Early Adopter
About
Sarah, 35-55, spends long hours at a desk in a high-stress job. Her back pain lingers after work, despite trying various remedies like stretching, massage guns, and chiropractic care. She's open to new solutions but remains skeptical, as nothing has offered lasting relief.
Goals
Find a long-term solution for chronic back pain.
Regain mobility and improve quality of life.
Take control over her health and reduce pain’s impact on daily activities.
Motivations
Sarah is driven by authentic success stories—seeing peers find relief online sparks hope.
She is pragmatic, seeking real-world results before committing to a product.
Practical solutions are key; she needs a product that works and offers a risk-free trial.
Frustrations
Frustrated by temporary fixes; past solutions haven’t provided lasting relief.
Skeptical of new products and questionable claims.
Concerned about whether the product will work for her specific issue and if she can easily return it if it doesn’t.
The Optimizer
About
Alex, 30-35, is health-conscious and experiences occasional back pain. Passionate about fitness, he’s tried wearables, supplements, and recovery tools like the Apple Watch, Oura Ring, and sauna heat exposure. Eager to take control of his health, he’s waiting for the right brand to convince him.
Goals
Achieve optimal fitness and holistic health.
Relieve muscle tension and improve posture and alignment.
Take charge of his health with proven, expert-backed solutions.
Motivations
Trusts fitness experts and wellness leaders for guidance on health and fitness trends.
Seeks education and social proof from trusted sources before making a decision.
Ready to optimize his health but looking for a brand that feels authoritative and credible.
Frustrations
Needs more education and proof that a product works.
Hesitant to try new products unless they are doctor-approved or endorsed by trusted figures.
Concerned about safety, effectiveness, and long-term benefits—needs validation from experts and peers.
The Vitality Protector
About
Eleanor is a 55-70-year-old individual who has dealt with chronic or intermittent back pain. They’re health-conscious and focused on sustainable solutions that support long-term wellness. They avoid trends and prefer proven, simple, and reliable options to maintain their vitality as they age.
Goals
Preserve mobility and stay active as they age.
Find effective pain relief for back and joint discomfort.
Maintain independence with minimal effort and complexity.
Optimize wellness for long-term comfort.
Motivations
Seeks expert-backed, time-tested solutions for health.
Interested in products that improve mobility and reduce pain.
Wants effortless integration into their routine for sustained health.
Frustrations
Wary of unproven, complex products with hyped-up claims.
Needs clear evidence that a solution will work long-term.
Avoids high-maintenance products that disrupt their routine or require constant effort.
