NP Med Solutions
Role:
Web Designer
Brand Strategist
Tools:
Squarespace
Relume.io
ChatGPT
Figma
Timeline:
3 Months
Overview
The Problem
The owner of NP Med Solutions came to me with products, business assets, and a vision, but zero digital presence. We started from ground zero. But the harder problem wasn't the missing website, It was delivering a brand that people can trust.
User research made the stakes concrete: most people choose a wellness provider they already know. Locally, that means word of mouth and referrals. Nationally, it means brand credibility and proven track records. A brand-new local business has neither. So the site had to manufacture the familiarity and credibility a first-time visitor would normally inherit from a referral or a known name.
The Objective
This project was equal parts product design and brand strategy. Launching a business online is both: the site had to function as a clear, usable product and establish a brand people would trust with their health. Every design decision was made in service of one problem. Utilizing AI models to assist in the project was crucial to achieve exactly what I we wanted.
The owner said it directly: clients need to "trust NP Med Solutions, and feel comfortable reaching out." That sentence defined the entire project. Our Goal is to build trust, inform, and drive consultation bookings.
Research
Competitors Local, and National
I analyzed several competitors across both scales, and the dominant pattern: they converge. Similar UI, similar typography, similar color palettes, all very informative, all leaning on trust and results. In most categories, that uniformity would signal an opening to differentiate on novelty. In wellness, it's the opposite. Visual conformity is the trust signal. A site that breaks the category's conventions reads as unestablished or unserious. So the strategic call was deliberate: meet the category's visual expectations to inherit its credibility, then differentiate on clarity and conversion rather than on look.
Brand Study
I studied how the trusted national players earn confidence. Their credibility is grounded in real results, scale, and proven track records. NP Med Solutions can't replicate scale, but it can replicate the brand language that reads as legitimate, and apply it at a local level. The goal was to make a new local business feel as trustworthy as the names clients already recognize.
User Research
The finding that anchored everything: people pick providers they already trust. I found that local companies often get business through referrals and word of mouth, and national companies through the brand, celebrities, ads, commercials, etc. NP Med Solutions had little access to the local market for the time being, and no access through brand recognition or advertising, which made trust the design problem, not a design nicety.
Scope & Strategy
Business Goals & Constraints
Success was a polished, tested website delivered and ready to generate consultations. The build had one hard constraint: Squarespace. The owner knows the platform and will maintain the site after handoff, so it had to live there.
I treated that constraint as a strategic advantage rather than a limitation. Squarespace trades design freedom for structure and clarity. For this project, that tradeoff was correct. I wasn't trying to win on stunning visuals, research had already shown novelty works against trust here. Building inside Squarespace kept me focused on brand and business decisions instead of chasing unnecessary visual flourishes that wouldn't move the goal. Constraint as discipline.
Information Architecture & User Flows
The user flow maps the complete client journey, from first awareness to post-consultation. Working from the target audience outward let me arrange content to match the path a hesitant first-time visitor actually takes, and turn that flow into a focused sitemap.
The conversion path is deliberately short. Landing page establishes credibility and rapport → company overview → products and detail → CTA. A booking option appears on every page. When a visitor clicks book, they land on a calendar, pick a time, and fill out brief info — done. The owner reaches out to consult. The low-friction, ever-present CTA is the structural answer to the conversion goal.
Where I disagreed with the AI's page layouts, I kept the content but discarded the structure, sometimes reworking the content too, always measuring output against the project's objectives rather than accepting it wholesale. AI as a fast junior collaborator; the senior judgment stayed with me.
Design Process
Every visual choice answers the trust problem.
Color: grounded and natural. The palette is calm, natural, and earthy to signal a holistic approach. It feels grounded and inviting, countering the cold, clinical tone clients associate with medical settings.
Typography: professional and simple. Clean, restrained type conveys competence and care. The message a client should absorb without thinking about it: you're in good hands with your health.
Soft UI: low-pressure and inviting. Rounded corners and soft imagery throughout. The intent is comfort: a visitor should feel welcomed, not sold to. Softness lowers the perceived stakes of reaching out.
Wireframes
I sketched out wireframes and basic structure of the websites to explore the flow of the site. I then leveraged ChatGPT and Relume.io as an assistant to create wireframes as well and explore different variations easily. I spent a lot more time exploring prompts and practices to get stronger content and structure choices from the AI. Comparing the sketches and wireframes, my sketches were far more focused on design, and the AI wireframes were more content-focused, I combined the best iterations.
Delivery
Usability Validation
After the designs were complete, I ran five brief usability tests. The site is intentionally simple, minimal by design, so nothing competes with its two jobs of building trust and driving bookings. The tests confirmed that simplicity worked: participants could complete the core tasks and reach the objectives a real client would arrive to accomplish, including locating and starting the booking flow.
A Brand Launched
The finished site gives NP Med Solutions a home base and a working platform to convert visits into consultations. Diving into the niche let me tailor every decision to the owner's clients, comfortable, informative, professional, motivating.
From Idea to Reality
What started as an idea and passion become reality with the delivery of the website. There is now a presence, home base, and a platform for NP Med Solutions to execute business. Diving deep into the niche world of this business allowed me to tailor the website to the needs of the owner, and ultimately the clients and consumers. This website serves as a powerful step forward for NP Med Solutions to make a change in the world.