The existing site was rigid and couldn't meet MOOV's growing business needs:
Information overload
Dozens of scattered pages with confusing navigation paths and redundant content
No mobile strategy
80%+ mobile traffic with no mobile optimization
Unclear value proposition
150+ service offerings with no clear way for users to find what they needed
Can't scale
MOOV is expanding to new locations but the site structure couldn't accommodate growth
Poor conversion
Users couldn't navigate intuitively, leading to drop-off
They needed a complete digital overhaul that could clarify their offering, work for their mobile-heavy audience, and scale as they opened new clinics.
My Role
As Contract Art Director, I led visual design and UX direction while collaborating with a cross-functional team:
01
Directed overall visual strategy and UX approach for the redesign
02
Led information architecture restructuring and navigation design
03
Designed the complete responsive design system and component library
04
Directed content strategy from a visual hierarchy and UX perspective
05
Collaborated with copywriter on content structure and messaging flow
06
Worked with developer on implementation and technical feasibility
07
Partnered with content strategist and client lead to ensure business goals aligned with design decisions
My focus was translating their clinical complexity into an intuitive, premium digital experience that actually converted.
My Approach
Art direction for premium positioning
MOOV needed to feel premium without feeling exclusive — aspirational without being intimidating. Every visual choice, photography featuring real body types and ages, clean layouts with warmth, professional but not clinical tone communicated "this is for you, whoever you are." The design system made it consistent, and the art direction made it welcoming.
Mobile-first, always
With 80%+ mobile traffic, every decision started with the small screen. Designed components that worked beautifully on phones and scaled up, not the other way around.
System over one-offs
With 150+ services, the temptation was to show everything. Instead, focused on helping users answer one question: "What do I actually need?" Used clear hierarchies, focused pathways, and progressive disclosure.
Test and validate
MOOV positions as high-end wellness, but the design needed to feel welcoming, not intimidating. Balanced aspirational lifestyle imagery featuring diverse age groups and fitness levels to communicate to their 30-50 year old audience.
Built for scale
Designed knowing they'd expand to more locations. Created flexible patterns that could accommodate new clinics, services, and physicians without requiring redesign each time.
What I Built
Information Architecture Restructuring
Consolidated dozens of scattered pages into a clear hierarchy organized around MOOV's three core pillars: Beauty, Performance & Recovery, and Longevity. Created focused pathways that help users understand exactly what services they need and how to access them.
Responsive Design System
Designed a mobile-first component library that addressed their immediate audience needs (80%+ mobile users) while providing flexibility to scale to new locations and maintain brand consistency across all touchpoints — from mobile screens to billboard formats.
Service Discovery Experience
Designed a quiz system to help users navigate 150+ service offerings by asking simple questions about their goals, then providing personalized recommendations — removing the overwhelm and creating clear paths to booking.
Multi-Location Templates
Created scalable page templates for landing pages, service pages, and location pages that maintained brand consistency while allowing each clinic to highlight location-specific offerings and physician teams.
Expandable Marketing System
The system proved flexible enough to expand beyond digital — from templated landing page variations for paid social campaigns to large-format outdoor advertising, including billboard creative that maintained brand consistency across completely different mediums.
Outcomes
Improved Engagement
Post-launch, the site saw a 66% increase in sessions and 133% increase in engaged sessions, with engagement rates climbing nearly 50% on both desktop and mobile.
Dramatically Better Conversion
Streamlining the site architecture enabled major conversion improvements, with users clicking on "Book Now" climbed from 8% to 88%. Users could now navigate intuitively, discover services, and complete bookings without friction.
Scalable production
The new design system allowed the marketing team to create new landing pages and campaigns without custom design work, and also allowed flexibility to scale to OOH marketing
Business Growth Enabled
The new digital presence supported MOOV's aggressive expansion, providing the foundation for their multi-state growth and establishing them as a credible player in the premium wellness space.