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Lead Designer


UX Design UX Research UI Design SCSS AngularJS

I served as Lead Designer from concept through to implementation of WellCaster, an innovative web-based platform that helps wellness and fitness professionals manage their clients, marketing, and day-to-day activities.

A fast-paced project run in true startup fashion, this one encompassed the length and breadth of my skillset, and included usability testing and research, wireframing, visual design, and frontend development.


Revolutionizing the Wellness Industry

WellCaster is an innovative online platform that is revolutionizing the way wellness businesses are promoted, managed and grown from within. Designed for independent sports, fitness and wellness professionals, the platform provides an integrated branding, scheduling, messaging and payments tool in a clean, user-friendly interface that complements the day-to-day ebb and flow of life as a health practitioner.


The startup's founders reached out to NYC-based studio Clevertech, where I was freelancing, to help turn their dream into a reality, and I was brought on as Lead Designer in an tight agile team.

Inspired by their uplifting vision (and an occasional health nut myself), it was an easy mission to say "yes" to.

In true startup fashion, my role was fairly fluid, and encompassed the length and breath of my skillset, but ultimately I was responsible for all UX, visual design, and frontend tempting and stylesheets over the course of the two-month dash to a kick-ass MVP.

Early doors - conceptualisation and wireframing

The Approach

Working closely with users, stakeholders, and our amazing developers, each of us spread across the world, brought with it a unique set of complexities.

I'm a firm believer in the magic of product teams having a user-centric mindset from the get-go though, and one of my first undertakings was to foster this by actively involving each and every team member in remote user research and interview sessions with our pool of trainers, nutritionists and wellness gurus.

Understanding the pain points of our target audience helped us focus as a team on the core set of experiences that the platform aimed to unburden our users from - something I felt was essential in the short timeframe we had to work.

"Release 1" of WellCaster focussed on scheduling and managing clients (our single biggest user pain point), and allowed users to monitor and visualize their schedules and bookings in a sleek, customisable mobile- and tablet- friendly package.


Visual Design

When it came to WellCaster's visual language, I wanted to keep the overall aesthetic as clean and forgiving as possible - a direct antithesis to the clumsy, cluttered interfaces that our users had become accustomed to with tools currently on the market aimed at the health and wellness industry.


The overall design and interface needed to be able to handle a certain level of complexity while maintaining a crispness and clarity uncluttered by unnecessary flair - a fully responsive experience that worked within the parameters of the screen rather than trying to disguise them.

From Vision to Reality

I was responsible for all three prongs of the app's design output - UX, UI, and coding up our frontend templates and stylesheets (something I like to call 'full stack design').

This put me in a unique position where I could not only put usability considerations at the top of the priority list when it came to developing the app's frontend, but also directly facilitate the implementation and infrastructure to make it all happen. A core tenet of my approach was that the interface design should drive and facilitate exceptional page load speeds, clean stylesheets, and template code adaptability.


Built to Grow

WellCaster was one of the first webapps built on CleverStack, an Angular and NodeJS stack that enables rapid prototyping through the use of the latest open source development tools used by companies like Google, Facebook, LinkedIn and more, and in addition to the awesome product we rolled out for WellCaster I'm proud to say that our work helped shape the way for future CleverStack users to turn their visions into tangible applications.

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