Fountain Life aims to revolutionize longevity through a proactive care model that leverages AI diagnostics and vetted therapeutics. Though their vision for healthcare was exciting and innovative, their website looked outdated in comparison.

Since Fountain Life’s founders are highly regarded thought leaders in health and wellness, it was crucial for us to find the visual intersection between sleek and authoritative. We had to communicate that longevity care wasn’t a fad; it’s the only way forward.

After conducting thorough research, we discovered that the website was lacking the aspirational content that resonated with their target users. They were too focused on their technology and not promoting the value props or services that give them a competitive edge.

Our stakeholder insights gave us plenty of inspiration for positioning Fountain Life’s practice as a better alternative to traditional healthcare. With this qualitative data in mind, we started with a new sitemap to plan user journeys between landing pages and new pages. Once our team and the stakeholders were in alignment, we could begin planning the content.

By redesigning the website page by page to circumvent usability issues and strategically map out content, we defined seamless user journeys for each persona type while drawing attention to their most persuasive value props.

To capture Fountain Life’s identity, we refreshed the logo, color palettes, and typography to project a more sophisticated look and feel. Once the static content was nailed down, we strung everything into a clickable prototype to experiment with animations, scrolling behaviors, and screen transitions to make the content feel more dynamic.

A sleek interface was just the beginning. For a client like Fountain Life, we had to ensure it was easy to use and delivered measurable results. Using the Optibase tool, we ran A/B tests with original and redesigned home pages to quantify the impact of our changes.

We presented different home pages to segmented portions of website users, testing items like header images, CTA copy, and navigation designs. Compared to the old home page, our redesign produced a 30.29% conversion rate — a 105% improvement!