Digital transformation of a wellness brand's landing page
In 2004 they began as a local massage chain based in Texas called Massage Heights.
Services
UX Strategy, Information Architecture, Interface Design, Systems Thinking, Conversion Optimization, Content
The primary challenge was an outdated landing page that prioritized utility over intent, creating friction for first-time visitors and members.
I conducted a comprehensive audit of the current site map, identifying critical drop-off points in the sign-up flow.
The redesign transitions a traditional service page model that emphasizes utility to a premium brand educating customers on it's philosophy.
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The problem
The existing platform struggles to reconcile its legacy service-led approach with it's recent rebrand as a premium wellness retreat. The primary challenge was an outdated landing page that prioritized utility over intent, creating friction for first-time visitors and members. The goal was to re-map the information architecture to emphasize the new membership paths before individual service offerings. Secondary goal was to effectively guiding different user personas towards their goals. The brand standard required a generic, franchise-wide aesthetic, which created a disconnect for local Retreats. Making each location unidentifiable to the next. The challenge was to maintain brand consistency while ensuring the local experience felt authentic and approachable for its specific community. I made the deliberate design choice to break away from sterile, stock-heavy brand assets in favor of high-quality, authentic photography of this location’s actual interior and exterior spaces.
Research & Discovery
They've grown to a wellness jugernaut that touts 100+ locations across the United States. This project focuses on a strategic redesign of the Heights Wellness digital ecosystem, transforming a legacy transactional landing page into an intuitive, member-centric page that aligns with the brand’s recent rebrand and growth objectives.
The solution
I conducted a comprehensive audit of the current site map, identifying critical drop-off points in the sign-up flow. I restructured the navigation to prioritize discovery of their new Legacy Paths. While the body of the page maintains a clear, streamlined path for non-members and new customers. By aligning the digital experience with the brand’s new premium positioning it modernizes the page for shoppers and reduces cognitive load. To bridge the gap between corporate requirements and local personality, I integrated custom-captured imagery into the redesigned interface. This decision transformed the digital experience from a generic service portal into an immersive, localized destination. The design now leverages visual storytelling to create an immediate sense of place and trust, distinguishing this location as a tangible, premium wellness retreat rather than just another franchise branch.
The outcome
The redesign transitions a traditional service page model that emphasizes utility to a premium brand educating customers on it's philosophy. By re-architecting the landing page and navigation, the site intuitively directs users based on their relationship with the brand. Resulting in a more cohesive feel that reduces page bloat and supports the company’s push for increased membership acquisition. This "local-first" visual strategy significantly improves customer trust and clarity. By replacing generic assets with authentic location photography, the platform better serves as a marketing tool for the local team, effectively converting curious local visitors into engaged members who feel a connection to the space before they even arrive.
What's next
The next phase would be to focus on scaling these design patterns into a unified component library across their other touchpoints. This maintains consistency across the .com website, mobile app, and desktop portal, ensuring that future marketing campaigns and feature updates can be deployed with speed and architectural integrity.
