The process began with a comprehensive audit of Vessel’s existing website and email ecosystem, strategically aimed at uncovering friction points in the user journey and identifying where the brand’s messaging was falling short. This analysis revealed key areas of opportunity—ranging from high drop-off rates to unclear product benefits—that were hindering both engagement and conversion. Collaborating closely with the internal team, I mapped out the full user journey across touchpoints, aligning design goals with business objectives such as increasing sign-ups, improving retention, and reinforcing Vessel’s positioning as a trusted wellness brand.

With these insights, I developed wireframes that restructured the site’s hierarchy around clarity, simplicity, and education—prioritizing intuitive navigation and a content flow that reduced cognitive load. Complex health data and product functionality were distilled into approachable, visually digestible formats using iconography, step-by-step visuals, and tightly written copy. This strategic approach ensured that users could understand the product’s value quickly and confidently, ultimately supporting better conversion outcomes. Once the framework was approved, I refined the UI with a clean, modern aesthetic tailored to Vessel’s wellness-forward brand—balancing minimalism with moments of warmth to humanize the tech-driven offering.

In parallel, I redesigned their email templates to reflect the new visual system and messaging hierarchy, ensuring a consistent and seamless brand experience from acquisition through retention. Each design decision—across web and email—was guided by the strategic goal of strengthening user trust, increasing engagement, and turning complex health insights into empowering, user-friendly experiences. The result was a digital presence that not only looked more polished but also functioned as a more effective, conversion-focused ecosystem aligned with Vessel’s long-term growth strategy.