Case Study - 2022

Jumpstart Wellness

Challenge

Create a captivating brand identity for Jumpstart Wellness that encapsulates the essence of an aesthetic and primary care clinic, while reflecting the clinic's core values. Leverage this branding to design a website that seamlessly informs and converts visitors into patients.

Initial Goals

• A versatile logo that captures Jumpstart's core values.
• A website featuring a clear information architecture, empowering users to easily access comprehensive details about the diverse array of services offered by Jumpstart Wellness

Additional Goals

• Shifting our focus from primary care patients to aesthetics clients.

My Role

Graphic Designer, Product Designer, Researcher, Prototyper

Deliverables

Branding, Competitive Analysis, Wireframes, Prototype

Tools

Figma

Competitive Analysis

In the vibrant community of Flushing, Queens, several med spas offer a range of aesthetic and wellness services to cater to the diverse needs of local residents. Understanding the competitive landscape is crucial for Jumpstart to position itself effectively and capitalize on unique opportunities in the area.

Key Observations:

‍Branding and Design: Each website reflects the unique branding and identity of the respective med spa, ranging from sleek and modern to luxurious and serene.
‍Services and Treatments: Competitors effectively highlight their range of services and treatments, using engaging visuals and informative descriptions to showcase their offerings.
‍User Experience: Overall, the websites offer intuitive navigation and clear calls-to-action, making it easy for visitors to learn about the med spas' services and schedule appointments.
Engagement Elements: Some websites incorporate elements like client testimonials, before-and-after photos, and blog posts to engage visitors and build trust.

By understanding the strengths and opportunities for improvement of competitors' websites, Jumpstart can enhance its own website to attract and engage potential clients effectively.

Branding

In crafting the logo for an aesthetic and primary care clinic, my approach was deeply rooted in understanding the essence of the clinic's identity and its dual focus on both aesthetic and primary care services.

The new logo must capture the clinic's values of passion, warmth, and approachability.

Lo-fi Wireframes

Utilizing only my competitive analysis, I began sketching wireframes on paper before converting them into digital in Figma.

Initial lofi wireframe of jumpstart websites landing page.

Design Direction

Pivot in target audience

After gathering additional insights from stakeholders, I made a pivot in the target audience of the website, shifting our focus from primary care patients to aesthetics. As a result, we elegantly streamlined the landing page by removing sections unrelated to aesthetic services and insurance, as they no longer aligned with our refined vision. This strategic decision not only enhances the user experience but also ensures that our online presence resonates powerfully with our new target audience, inviting them into a world of beauty, rejuvenation, and self-care.