GoodWerk Wellness
In this comprehensive case study, I unravel the intricate process behind creating a responsive and engaging website for GoodWerk Wellness, a platform aimed at empowering personal health journeys. I'll walk you through my solitary venture from conceptual wireframes to interactive high-fidelity prototypes, highlighting how tailored research and user-centered design converge to rejuvenate a digital space for wellness aficionados.
( 2024 CASE STUDY )
Duration
64 hours
Client
GoodWerk Wellness
Role
UX/UI Designer
Crafting the GoodWerk Experience
GoodWerk Wellness, founded by Haley Werk Rice and known as "your relatable nutrition girly," is a budding personal nurture coaching business dedicated to empowering individuals through personalized wellness coaching. With its origins rooted in Haley's own transformative health journey, GoodWerk Wellness aims to extend its reach beyond social media engagement by developing a dedicated online platform. This move is poised to enhance its visibility and client engagement, underpinning the brand's commitment to personalized health and fitness coaching.
goodwerk instagram
Designing for Wellness in a Digital Age
The lack of a responsive and professional website hampers GoodWerk Wellness's ability to effectively reach and retain a wider audience in the competitive digital landscape. Potential clients often turn to online resources to find and connect with wellness services, making a solid online presence indispensable for growth. Currently reliant on social media, GoodWerk Wellness faces limitations in controlling its narrative and fully showcasing its offerings, underscoring the need for a comprehensive website to establish a stronger brand identity.
Goals:
Establish a Strong Online Presence
Optimize for Accessibility and Responsiveness
Create an Informative and Engaging Platform
Lay the Foundation for Future Expansion
Foundations of Wellness: The Brand Discovery Interview
Before diving into the digital currents, I sat down with Haley, the heart of GoodWerk Wellness. Our conversation was an enlightening exploration of the brand’s ethos, Haley's personal journey in wellness, and her vision for empowering others. This interview laid the cornerstone for a website design that would not only embody the spirit of GoodWerk Wellness but also resonate deeply with its audience.
“I want them [clients] to feel like they can relate to me, but also a very cool vintage vibe. something different than you would see from a normal "nutritionist/health coach" website. I don't want it to feel too overwhelming, just comfortable but cool!”
Mission
Helping others make sustainable lifestyle changes with a realistic and relatable approach to achieving optimal health and wellness.
step 2: competitive analysis
step 3: survey insight
step 4: Affinity Map
step 5: persona
Business Goals
GoodWerk Wellness is on a mission to magnify its online footprint, drawing in a wider audience with an engaging platform that converts interest into active participation, and plans future growth into new wellness territories
User Goals
The design of GoodWerk Wellness's website centers on providing trustworthy and actionable wellness insights, tailored to the individual user's journey. It's designed for ease of finding and applying vital wellness information, with tools that encourage the adoption and maintenance of healthy habits.
Common Goals
GoodWerk Wellness unites the ambitions of business growth with user empowerment, weaving a commitment to trust and education into a user experience marked by an engaging and intuitive website interface
Technical Considerations
The technical blueprint for GoodWerk Wellness's website is focused on responsive design, performance, and scalability within the Squarespace ecosystem, ensuring a seamless user experience across devices and laying groundwork for future content expansion and SEO optimization.
Sustainable Lifestyle Adoption
Individuals prioritizing holistic health seek accessible ways to weave sustainable wellness routines into their daily active lifestyles.
How might we encourage users to engage and embark on their journey to sustained healthy living?
Blueprint for Wellness: Feature Set Foundation
After honing in on the core needs from my 'How Might We' statements, I curated a prioritized feature set that anchors the user's digital voyage in practicality and engagement. Aligning with real-world constraints and user-focused outcomes, I weighed each feature by its impact, placing crucial user journey touchpoints at the forefront. This meticulous approach to prioritization not only reflects a strategic UX mindset but also mirrors the essential decision-making required in today's digital landscape.
Sitemap
Navigating Wellness: Refining the Sitemap Journey
In the design odyssey of GoodWerk Wellness, the initial sitemap was a compass pointing to an array of possibilities. As my sketches evolved, so did the navigation structure—shaped by insights and user-centric design principles. The final navigation emerged streamlined, focusing on the essential elements: Services, Wellness Resources, Core Values, Coach, Contact, Profile, and Search. This refinement process was less about elimination and more about clarity, ensuring users could navigate their wellness journey with intuitive ease and direct access to the most impactful content.
user flow
Charting the Wellness Journey
In designing the user flow for GoodWerk Wellness, I mapped a clear and purposeful path from initial discovery on Instagram to the confirmation of a wellness journey start. This streamlined journey focused on key interactions, guiding users effortlessly from learning about services to booking a consultation. Reflecting the essence of GoodWerk's approachable and user-centric brand, each step was optimized for engagement, simplicity, and a frictionless experience, ensuring users felt supported as they took their first steps towards personal wellness.
From Wireframes to Visual Harmony
At the heart of GoodWerk Wellness’s digital transformation was a design process dedicated to an empathetic and user-focused experience. It started with raw sketches, capturing the essence of the brand’s ethos, which then evolved into mid-fidelity wireframes, laying out the structural blueprint of the website. Each wireframe was a stepping stone toward a cohesive user experience, anticipating the needs and navigation patterns of the end user. With the structure in place, I then crafted a moodboard, infusing visual inspiration and brand personality into the design. This creative interplay led to the development of high-fidelity wireframes, which encapsulated both functionality and aesthetics, ready to be tested and refined through user feedback.
Visual Focus: Designing for Optimal User Interaction
As I journeyed through the design process for GoodWerk Wellness, I leveraged AI-powered heatmap technology to understand how potential users would interact with our wireframes. This analysis was critical to ensure the layout we chose would intuitively lead users to key information and actions seamlessly. Here's what the heatmaps revealed about my design options:
Hero Message & Subheadings: My first layout captured attention with a strong visual hierarchy, effortlessly directing users through the content.
Call-to-Action Buttons: These elements stood out, inviting clear pathways for user engagement.
Content Clarity: The chosen layout's high clarity score meant users could easily understand the site's offerings.
Focused Engagement: Even less prominent features like secondary CTAs benefited from the overall targeted user attention.
The layout I finalized ensures that the key elements—branding, messaging, and calls to action—not only grab attention but also guide users toward taking meaningful steps in their wellness journey.
moodboard
Usability Test Plan: GoodWerk Wellness Website
This usability test will evaluate the GoodWerk Wellness website's user experience for desktop and mobile platforms, focusing on the ease of navigating service offerings, learning about the coach, and the site's aesthetic appeal.
research goals
Determine the ease of finding a wellness plan that fits a user's budget and goals.
Assess the process of enrolling in a selected service.
Evaluate the accessibility of information about the wellness coach.
Collect feedback on the aesthetic and general feeling of the GoodWerk website.
Usability Insights: Sculpting the User Experience
The usability testing of GoodWerk Wellness's website honed in on user interaction with services, comprehension of the coach's philosophy, and overall satisfaction with the site's experience.
Performance Metrics
The success metrics for GoodWerk Wellness indicated a strong performance overall, with particularly notable success in direct task completion rates. While the mis-click rate was moderate, completion time and user satisfaction remained satisfactory.
User Feedback on Service Exploration
After viewing the services page, users expressed positive sentiments about the branding, describing it as fresh and modern. They associated the platform with wellness and healthy lifestyle coaching, targeting individuals in their 20s and 30s. However, some users needed clarification on the imagery of shoes, suggesting the potential for a more straightforward representation of services.
User Feedback on Design Aesthetic
Participants praised GoodWerk Wellness's novel branding approach, appreciating its clean and modern aesthetic. However, there were mixed opinions regarding shoe imagery, with some finding it engaging while others finding it potentially misleading. Overall, users felt excited about starting a wellness journey but noted some ambiguity regarding the services offered.
Moving Forward with Adjusted Iterations
Service Page Imagery
Action: Update the imagery on the services page to ensure a more straightforward representation of services, possibly replacing the shoe imagery with more directly relevant visuals.
Reasoning: Addressing user feedback regarding the potential confusion caused by the shoe imagery will enhance the clarity and effectiveness of the service presentation.
iterations
Final Presentation: The Wellness Journey Comes to Life
After iterative refinement based on user feedback, the vision for GoodWerk Wellness's website culminated in a final prototype. This embodiment of the project's evolution showcases a design that's not only visually compelling but also user-centric in functionality, ready to guide users on their wellness journey.
Lessons Learned: A Designer's Reflection
The GoodWerk Wellness project was more than a design task; it was a transformative journey, blending my graphic design principles with the depth of UX. Transitioning from graphic to UX design, I learned to marry visual harmony with functional clarity. I embraced the complexities of user needs, business objectives, and aesthetic grace. From the client's vision to the users' feedback, each step was a note in the composition of this digital experience. The project sharpened my skills in empathy, refined my understanding of user-centered design, and underscored the profound impact of marrying visual beauty with functional design. Reflecting on this experience, I emerge as a designer and storyteller, crafting spaces where every interaction is an opportunity for connection and every element echoes the brand's heart. GoodWerk Wellness's digital transformation is a testament to the power of design that listens, engages, and inspires.