CLIENT WEBSITE REDESIGN
Ivy Lane
A clearer path from services to booking.
Originally designed in Squarespace in 2023, Ivy Lane returned in 2026 for a complete visual and UX refresh. The redesigned website was created and launched using Readdy AI, organizing 20+ treatments into four clear service paths and making booking easier to find.
LIVE SINCE 2023
Still in daily use
HIRED AGAIN IN 2025
Wellness expansion
PROJECT TYPE
Website redesign + expansion
ROLE
Strategy · UX/UI · Copy · Build
PLATFORM
Readdy AI
TIMELINE
2026 · Original 2023
OVERVIEW
Booking, simplified.
Strategy, copy, design, and build for a clearer site — originally Squarespace in 2023, now Readdy AI in 2026.
CORE DESIGN MOVE
treatments → service paths
REPEAT CLIENT
Hired again
2025 expansion
The Challenge
01
Booking was buried
The only booking CTA sat near the bottom of the page, after every section.
02
Services lacked hierarchy
More than 20 treatments appeared in one flat list, making it hard to know where to start.
03
Mobile was hard to scan
Long descriptions and a desktop-first mobile layout slowed comparison.
ORIGINAL SITE
The original site
ARCHIVED WEBSITE SCREENS
Used to audit navigation, hierarchy, CTA placement, and mobile layout.
AUDIT FOCUS
What I reviewed
Three issues guided the redesign:
- CTA visibility
- Service hierarchy
- Mobile scan path
Service Architecture
I grouped services by client concern, giving first-time visitors four clear starting points.
BEFORE
No clear grouping logic
Botox + Dysport
Treatment name
Juvéderm + Restylane
Treatment name
Sculptra
Treatment name
DiamondGlow
Treatment name
Microneedling + Exosomes
Treatment name
+ BHRT + Medical Weight Loss
Equal priority
Treatments presented with equal weight
AFTER
Grouped by client goal
Beauty
Botox + Dysport + fillers
Skin Health
DiamondGlow + microneedling
Hormone Replacement
BHRT
Weight Loss
Medical Weight Loss
Four clear service paths
MAPPING LOGIC
How treatments mapped to each path.
The old list was reorganized into the new navigation.
Beauty
Skin Health
Hormone Replacement
Weight Loss
DESIGN DECISION
Four clear service paths
The service menu became a scannable mobile gateway that connected visitors to consistent detail pages.
MOBILE SERVICE ENTRY · FOUR CLIENT-FIRST PATHS
Visual Direction
I kept Ivy Lane’s green palette, then softened its use with more white space, clear typography, and restrained imagery.
#EDF1DD
Cream Green
#D5DCAD
Muted Sage
#5B6D55
Deep Green
#111111
Ink
#FFFFFF
White
Fraunces
Display + headings
Josefin Sans
Body, labels, UI
UI STYLING NOTES
- More white space reduced choice fatigue
- One primary CTA per screen
- Calmer imagery made clinical services feel approachable
Mobile-First Design
Mobile needed fewer choices, shorter sections, and thumb-friendly spacing so visitors could scan and book faster.
Shop · Award-Winning Products
Membership Pricing
Team + Treatment Menu
Contact + Consultation Booking
Key Screens
01
Homepage + Brand
CLEAR ENTRY POINT
A confident introduction establishes trust and keeps the next step easy to find.
02
Service Overview
SERVICE HIERARCHY
Four high-level service paths help visitors choose where to begin before comparing treatments.
03
Treatment Detail
REPEATABLE PAGE SYSTEM
A repeatable page structure makes benefits, expectations, and next steps easier to scan.
04
Contact + Booking
DECISION SUPPORT
Contact information, consultation details, and booking actions stay close to the decision point.
CORE EXPERIENCE · HOME · SERVICES · TREATMENT · CONTACT + BOOKING
Client Constraints
01
Originally built in Squarespace
A maintainable build the client could update without custom-code dependence.
02
Worked with real content
The redesign respected existing photography, copy, and business requirements.
03
Repeatable modules
Flexible page patterns made future services easier to add without breaking the system.
REAL-WORLD HANDOFF · FLEXIBLE DESIGN SYSTEM
Outcomes
The redesigned site stayed in daily use, and Ivy Lane hired me again in 2025 to expand the system for Wellness.
I love it. It’s so fresh, and everything is easy to see and read.
CLIENT · IVY LANE AESTHETICS
2026
Redesign launched and remains in daily use.
2025
Invited back to add Wellness services.
20+ to 4
Treatments reorganized into four clearer paths.
LIVE SITE · MOBILE EXPERIENCE + 2025 WELLNESS EXPANSION
Reflection
01
Voice matters.
The best copy sounded like the clinic: calm, direct, and easy to trust.
02
Content is design.
Clear labels and service order helped visitors understand options before visuals had to persuade.
03
Design for handoff.
A maintainable system kept the site current and supported the 2025 expansion without a rebuild.
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editorial. digital. refined.
Strong structure, intuitive flow, and an editorial eye across UX/UI, web, and visual design.
Charlotte, NC · Remote / hybrid-friendly
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