The Client
An Atlanta-based integrative wellness practice offering telemedicine and in-person services. Healthcare-adjacent — which required trust-first UX, clear service pathways, and a professional design language balancing clinical credibility with human warmth. The practice came in with no website, no brand system, and no information architecture.
This was a conversion-architected web build. For healthcare-adjacent telemedicine, trust is the conversion metric — so every IA, design-system, and Figma-to-Webflow decision was a CRO decision. Trust-first hierarchy and mobile-first booking aren’t aesthetics; they’re conversion architecture.
The Challenge
- Started with no website, no brand system, no information architecture.
- Healthcare UX requires specialized trust-building patterns — not standard commercial UX.
- Telemedicine context: users needed to understand services, qualify themselves, and book without friction — a high-stakes journey requiring confidence at every step.
- The Figma-to-Webflow pipeline required design decisions to be build-ready from day one.
The Strategy & Methodology
Full UX strategy from scratch — information architecture, design brief, and design flow.
- UX Strategy — user types, conversion goals, key pages, journey stages.
- Information Architecture — navigation, content hierarchy, URL patterns, page-level priorities.
- Design System — color, typography, spacing, component library in Figma.
- Page Design — all pages wireframed, then high-fidelity in Figma.
- Webflow Development — pixel-accurate build from Figma designs.
- QA + Launch.
Key design decisions: trust-first hierarchy (credentials above the fold); service clarity before booking; warm-yet-credible palette; mobile-first telemedicine UX; a Figma component library mapped 1:1 to Webflow elements.
The Results
| Deliverable | Outcome |
|---|---|
| UX Strategy & IA | Complete — delivered before design work began |
| Figma Design System | Complete — colors, typography, spacing, components |
| Page Designs (Figma) | All pages — high-fidelity, production-ready |
| Webflow Build | Full responsive build from Figma designs |
| Launch | Live website — zero to launch |
Why It Worked
- UX strategy before pixels — starting with IA prevented the most common redesign mistake.
- Healthcare UX expertise — understanding that trust is the conversion metric in healthcare.
- Figma → Webflow pipeline — zero handoff translation loss; design intent preserved in build.
- Component-first design — every element built once, used everywhere, consistent at scale.
Key Takeaways
- Healthcare UX is not standard e-commerce UX — the conversion metric is trust.
- Information architecture before design saves ~40% of revision time.
- Figma-to-Webflow is a pipeline that must be planned at the design stage, not a translation.
- A complete design system pays for itself in the first revision cycle.