ThriveKraft
Business Website Case Study
Background
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The project involved redesigning the website of a personal trainer originally branded as VitalChew. The old website (www.vitalchew.com) was underperforming in user engagement and did not effectively communicate the trainer’s brand or services. Additionally, the client decided to rebrand as ThriveKraft, reflecting a refreshed, holistic approach to health and fitness.
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Challenge
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The primary challenges identified with the old website were:
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Poor Information Architecture: The navigation was confusing, with unclear menu items and redundant tabs (e.g., separate Europe and US stores and a standalone product tab). This made it difficult for users to find what they were looking for.
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Lack of Clear Call to Action (CTA): Visitors had no clear direction on what to do next, whether it was booking sessions or learning about programs.
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Visual Overload and Clutter: Pages contained excessive text, overwhelming users and detracting from engagement.
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Amateur Visual Presentation: Low-quality images and inconsistent design elements diminished the professional perception of the trainer’s brand.
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Brand Disconnect: The visual and UX design did not align with the trainer’s holistic, calming brand identity.
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Research & Discovery
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I approached the redesign by putting myself in the shoes of the trainer’s clients. This user perspective revealed key pain points and expectations:
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Users expect a clear, straightforward path to learn about services and book sessions.
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The site should evoke a sense of calm and trust, reflecting the trainer’s holistic approach.
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Navigation should be intuitive and minimal, avoiding unnecessary complexity.
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Visuals and content should support the brand’s professionalism and warmth.
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Through collaborative brainstorming sessions with the client, we defined the core goals for the redesign:
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Communicate the new brand identity clearly.
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Simplify navigation and information hierarchy.
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Reduce text volume while maintaining informative content.
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Highlight clear CTAs to encourage user action.
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Elevate visual quality with a minimalistic, calming design.
Design Process
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Ideation & Wireframing
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I started by sketching wireframes focused on minimalism and clarity:
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Reduced menu items to only essential categories.
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Structured content to lead users naturally toward their goals (e.g., “About,” “Services,” “Book a Session,” and “Shop”).
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Designed clear, prominent CTAs on every page.
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Balanced text and imagery to avoid overwhelming users.​​​
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Visual Design
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To match the trainer’s holistic brand, I chose a clean white base with two accent colors that evoke calm and energy without overwhelming the senses. Imagery was carefully selected for quality and authenticity.
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Branding
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The client’s decision to rename from VitalChew to ThriveKraft allowed us to refresh the site’s tone and messaging to better align with the vision of thriving holistically through personalized training.
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Final Outcome
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The redesigned website (www.thrivekraft.com) delivers a:
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Streamlined user experience with simplified navigation and clear pathways.
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Visually calm and welcoming atmosphere through minimalist design and soothing colors.
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Improved professional perception with high-quality imagery and consistent branding.
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Enhanced user engagement by strategically placed CTAs that guide users toward booking or learning more.
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A cohesive brand identity that reflects the client’s holistic health philosophy.
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Reflection
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This project reinforced the importance of empathy-driven design and close collaboration with clients. By viewing the website through the users’ lens, we uncovered key usability gaps that informed a strategic, elegant redesign. The shift from VitalChew to ThriveKraft symbolized a fresh start that the new design successfully embodies—helping the client connect authentically with their audience.