Wellness · Digital strategy
Website strategy and information architecture for a wellness practice, focused on how people move from first discovering the practice to actually booking.
The information architecture gives individual, group-program, and corporate audiences clearer routes to the right offering and booking path.
Project details
Focus areas
The challenge
The challenge was never just "make a calming wellness website." Mindfulness with Desiree serves people arriving with very different needs: 1:1 coaching, The Regulated Woman group support, retreats, community experiences, corporate wellness, and the site needed to feel calm, warm, human, and unhurried without becoming unclear, dense, directionless, or generic. All of that inside a client timeline of about 2.5 weeks.
Before designing
With a short timeline, I audited other wellness websites, including Prana Flo, to study service organization, emotional visual design, practitioner credibility, photography, and conversion without aggressive sales pressure. Three principles came out of it and carried into the decisions below.
Calm does not mean empty
Information still needs hierarchy, even when the tone is unhurried.
Trust before conversion
Visitors need to understand the practitioner and approach before being pushed toward a booking.
Different service, different path
Corporate wellness can't use the same information hierarchy as someone seeking 1:1 support.
Booking journey
The website and mobile flow support the path from understanding the practice to choosing a next step.
Service organization
1:1 coaching, The Regulated Woman, retreats, community experiences, and corporate wellness each get their own space in the information architecture instead of competing in one list.
A structured group program built around nervous-system regulation, with a clear booking flow, information hierarchy, and multi-week program structure.
Individual sessions built around a client's own nervous-system and stress needs.
Workshops for teams and organizations, the practice's most business-facing offering.
In-person, multi-day experiences that bring nervous-system education, movement, and community together outside of a client's everyday environment.
Group mindfulness classes and sound-bath events designed for people who want a shared practice.
Emotional design required controlling information density, not only calming colors.
Visitors still needed clear service pathways and calls to action.
The site needed to support individual, group, retreat/community, and corporate visitors.
The experience uses restrained reveals and pacing rather than constant movement.
In their words
“Understand your stress. Change your life.”
Mindfulness with Desiree
The site's real hook is nervous-system education, not generic wellness language. The information architecture had to carry that distinction: separate, legible paths for 1:1 coaching, the group program, and corporate wellness, so each visitor lands on the version of that message that's actually meant for them.
Same brand, different decision-maker
The brand, tone, and typography stay related across both. The image-to-text ratio is the difference: one visitor needs space and reassurance, the other needs structure and proof.
Personal wellness visitor
Corporate wellness decision-maker
Approach
Structuring the offering
The practice runs 1:1 coaching, a structured group program, corporate wellness workshops, and community events. A single undifferentiated site would have asked every visitor to work out for themselves which of those applied to them. The information architecture separates these routes so each audience can recognise itself quickly and reach the relevant next step.
Getting to a booking
Much of the practice's audience arrives from social media on a phone, so the path from landing on the site to booking a discovery call needed to be short and legible on a small screen. That shaped where calls to action sit, how many steps sit between interest and booking, and what someone needs to understand before they commit.
What's next
This phase focused on strategy, structure, visual design, and implementation within a 2.5-week client timeline. Formal usability testing wasn't part of that phase, so the next step I'd prioritize is validating:
The client project is ongoing, while this completed case study documents the strategy, information architecture, and booking journeys delivered so far.