Designing a Wellness Marketplace for Holistic Practitioners
The Vibe Inside project involved creating a digital platform for a startup focused on connecting holistic health practitioners with the general public. The client’s aim was to expand awareness of alternative wellness practices while giving practitioners a space to showcase their services. The project’s objective was to design an intuitive, user-friendly website that educates users about holistic treatments, builds trust through clear communication, and facilitates easy discovery and booking of practitioners.
Research, UX Design, UI Design, Testing
Questionnaire, Interviews, Figma, ClickUp
The Problem
The primary challenge was designing a platform that would resonate with a dual target audience: holistic practitioners seeking visibility and new clients, and members of the public curious about alternative wellness options. While the platform needed to appeal to both groups, the focus was placed on educating and building trust with the public—many of whom were unfamiliar with holistic practices. This required a clear, credible, and inviting digital presence that could demystify services, convey professionalism, and establish legitimacy before any engagement.
The Solution
Although the initial goal was to build a full-service wellness marketplace, the project shifted in the final month toward a purely educational hub due to a client-led pivot. Communication challenges within the team limited our ability to execute the original vision. Despite this, the experience gained during the early stages — conducting user research, synthesizing findings, and iterating on design solutions — was significant. Following the double diamond framework, we developed a strong foundation and learned valuable lessons about collaboration, adaptability, and designing with multiple user groups in mind.
Process
Research & Analysis: We began by identifying the needs of both holistic practitioners and potential clients. We conducted user surveys, interviews, and competitor research to understand trust barriers, digital literacy, and platform expectations. This helped us frame our user personas and key experience goals.
Defining the Information Architecture: From the research, we created user flows and mapped out the core functionalities: practitioner listings, educational resources, booking, and user profiles. We aimed for intuitive navigation that reduced cognitive load and made discovery feel effortless.
UX Design & Wireframing: Using Figma, we wireframed the site structure—prioritizing clarity, accessibility, and a calming aesthetic aligned with the wellness theme. I helped lead the UX team in coordinating layouts and ensuring cross-functional consistency with the development team.
UI Design & Branding: I hosted a brand discovery session with the client and led the creation of the visual identity, including logo design, color palette, and typography choices that conveyed warmth, professionalism, and tranquility. We applied the brand consistently across the UI for trust and aesthetic harmony.
Collaboration & Iteration: Working closely with the dev team, we handed off components and supported the implementation of key features. Our iterative feedback loops ensured that design decisions met both technical feasibility and user needs.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
Revamping the e-commerce website proved to be a game-changer in enhancing user experience and driving sales. By simplifying the navigation and checkout process, we created a more enjoyable shopping experience that significantly boosted conversion rates and customer satisfaction. This project highlights the critical role of UX design in the success of e-commerce platforms.