Solo end-to-end redesign of a premium longevity studio's website. Revenue grew 716% and revenue per visitor grew over 10x in the first 15 days post-launch.
Telomere Fitness is a science-backed longevity studio in Toronto: 500+ clients, 100+ five-star reviews, and an in-person experience that converts almost everyone who tries a class. The website told none of that story. A premium, evidence-led offering was presented as a generic gym page, built on BlankBlocks (an obscure no-name builder the previous web vendor had pushed for the commission, not because it served the business). I joined as the sole designer, working directly with the founder. No dev team, no agency, no internal design support. End-to-end ownership, from first interview to live metrics.
The site was failing at three levels. Comprehension: the hero sold reviews instead of value, classes were labeled generically, and the 90-minute three-part session (the actual differentiator) was never explained. Trust: no pricing on the page, no founder credentials surfaced, and broken video placeholders on a premium offering. Conversion: the primary service was buried 5th in navigation, with no clear booking path.
The real problem: These were symptoms, not the disease. The deeper issue was a mismatch between the digital and physical experience. In-studio, Telomere was premium, science-led, and high-touch. The website presented it as a generic gym. That gap was attracting the wrong audience: people who couldn't see the value and didn't convert, and weren't a fit if they did. The redesign's job wasn't to optimize a funnel. It was to make the digital experience match the physical one, so the site filtered for the right people instead of broadcasting to the wrong ones.
Solo designer, end-to-end. I owned every layer of the project, from research and content strategy through design, Framer build, and post-launch measurement. No dev team, no agency, no internal design support.
Why: The founder organized content by service type. Research showed visitors needed to understand the experience first, build trust second, then see options. I reorganized the architecture to follow the user's decision path
Trade-off: Required rewriting all content before design could start. Slower upfront, but every design decision had a reason behind it
Why: Interview transcripts revealed the exact words members use. They say 'recovery,' not 'cool down.' They say 'science-backed,' not 'innovative'
Trade-off: The founder initially wanted bolder, more promotional copy. I used the interview data to justify the shift toward understated, evidence-led language
Why: The old testimonials page had almost no traffic. I placed reviews, credentials, and member results at the exact moments visitors hesitate: before booking, after pricing, alongside class descriptions
Trade-off: Pages became longer. But visitors found answers where they had questions, instead of bouncing to find reassurance
Why: No development budget, no dev team. Framer gave full design control, fast iteration, responsive output, and up to 64% lower platform costs
Trade-off: Learning curve on Framer's CMS. The founder can now update content independently without hiring anyone
15-day post-launch window comparing the existing BlankBlocks site (already running the iteration 1 trial-page improvements) against the new Framer site. The comparison is conservative by design: against the untouched original, the lift would be even larger. The original project goal was a 3-6% lift in conversions.
"The technology being offered at this particular gym is advanced. I can even measure my progress in numbers." (Susan, Telomere Fitness member)
Fewer raw visitors, dramatically higher-quality leads. Visitors were more likely to sign up, show up for their trial, and convert into paying members. The result of fixing comprehension, trust, and conversion, not surface polish.
The metrics in Evidence above translated into a different kind of business: smaller funnel, higher quality, faster runway.
End-to-end product ownership under real constraints, with the business outcome to back it. Five user interviews, a baseline analytics audit, and a competitive scan of 16 brands fed every decision that followed: the IA, the copy, the trust-signal placement, the visual hierarchy. Each Key Decision in this case study has a research input behind it. No dev team, no agency, a non-technical stakeholder, and a tight timeline. The shipped product beat the original 3-6% conversion goal by an order of magnitude.