Platform
Website
Category
MARKETING WEBSITE
Timeline
~2-4 weeks
Momentum Health is a hormone-optimization and wellness telehealth brand — hormone therapy, peptides, advanced lab diagnostics, and a custom supplement line, RPM™. We redesigned the brand's full marketing site, with RPM™ as the flagship piece the redesign was built to showcase.
The goal — multiple conversion paths, one coherent brand
We ran 45-minute remote 1:1 interviews with 14 consumers and 8 financial advisors, preceded by a 120-respondent screener survey used for segmentation and recruitment.
Redesigning Momentum's marketing site is as much a brand-positioning challenge as a design one: unify hormone therapy, peptides, diagnostics, and a new supplement line under one identity, spotlight RPM™ as the flagship product, and balance clinical credibility with aspirational, premium energy — without alienating first-time visitors.
To ensure every design decision was grounded in real user needs, we followed a structured Design Thinking process—from understanding user behaviors to validating solutions through iterative design.
01
Empathize
02
Define
03
Ideate
04
Usability Testing
01. EMPATHIZE WITH USERS
No formal end-user interviews were conducted. Discovery was brief- and audit-driven — appropriate for a brand redesign. Personas below are synthesized from the brief, the existing site's testimonials, and category analysis, not primary research.
Research goals
The research focused on identifying the precise visual and verbal cues needed to balance high-end luxury with an athletic, sporty edge. This involved auditing the existing site to preserve its core energy and clarity while eliminating elements that compromised a high-end experience, alongside analyzing competitor wellness and supplement brands to establish a more elevated positioning than conventional clinic and TRT platforms.
What discovery drew on
The discovery phase was informed directly by the client's brief—which established the modern-luxury-meets-sport aesthetic, the multi-service architecture, and RPM™ as the flagship product—paired with an in-depth audit of the live site to evaluate its content, structure, tone, and the aesthetic gaps needed to bridge into a truly premium experience.
Empathy map
Interview notes clustered around trust in the builder, clarity of layout, and a desire to picture themselves in the space.
Says
"Does this feel like a luxury lifestyle brand or just another clinic selling TRT?" · "Where do I start if I want lab testing versus supplements?" · "How does RPM™ fit into my routine?"
Thinks
"I want premium, clinical-grade care, but I don't want a generic medical portal or an aggressive fitness-bro site." · "If this process feels sketchy or complicated, I'll find another provider."
Feels
Skeptical of typical online wellness claims; seeking reassurance and credibility; excited by an aspirational, modern lifestyle experience but wary of clinical friction.
Affinity Mapping
Clustering feedback from user interviews and empathy maps separated individual opinions from behavioral trends, pinpointing key drop-off points around clinical credibility, service clarity, and the showcase of RPM™.
02. DEFINE
We reframed the brief from "redesign a clinic website" to "elevate a complex telehealth platform into an aspirational performance brand with RPM™ at the center."
PAIN
GAIN
Personas
"The Mid-Life Performance Seeker"
"I'm putting in the work—eating clean, hitting the gym—but the results just aren't there anymore. I need a credible solution to get my edge back, but I don't want it to feel like a tedious hospital visit."
Persona 1: "The Mid-Life Performance Seeker"
01
/
03
03. IDEATE
01
Editorial token system
Brand typography, high-contrast sports accents, and clinical data badges treated as a shared design system—so wellness protocols, lab diagnostics, and physical products maintain a cohesive, luxury aesthetic across every page.
02
Progressive clinical disclosure
Surfacing high-level benefits, active ingredients, and targeted outcomes first, while tucking deep diagnostic biomarkers and dosing protocols behind intuitive interactions so the experience educates without overwhelming.
03
Flagship anchoring
Positioning RPM™ as a hero product throughout the user journey—using dedicated product modules, bundle integration, and direct add-to-cart patterns to convert routine telehealth visitors into daily supplement subscribers.
User flow
The Wireframes & Low-Fidelity Prototype
High-fidelity screens
04. VALIDATION
No formal user testing was conducted during this design phase. Validation relied on regular design reviews and critique with key client stakeholders, aligning interface decisions with brand positioning and clinical nuances. Post-launch analytics and conversion funnel tracking across telehealth onboarding and RPM™ checkouts remain the priority metrics for future optimization.