Synergy in Sanctuary

Audience

Their customer base varies widely by age, technological literacy, language and background. As a result, we prioritized quantitative testing, context of use, and inclusivity. While methods like personas and journey mapping were useful, they were secondary due to their potential for bias. By focusing on measurable outcomes, we designed a universally accessible interface and interaction model free from assumptions about user behavior, aimed at abating pain points.

Objective

Frida' Home needed a platform that effectively communicated their value proposition and supported promotion, while also streamlining client interactions. The solution had to offer flexibility for integrating payment and scheduling systems in the future. We established 'Synergy in Sanctuary' as a core theme, along with three emotive waypoints to which brand voice and visual principles could be anchored; efficiency, harmony and integrity. This foundation provided a powerful narrative and framework that would enable their values to resonate throughout all touchpoints. A language built on the absence of redundancy and carefully considered necessity.

Approach

The design system and technical infrastructure were optimized for dynamism, driven by an adaptable set of modules and components. This architecture helps realize continuity and consistency across devices. It is agile and purpose-built to minimize discrepancies during iterative development of the website and to accommodate the organization's growth. It was imperative that fundamental elements like content, structure, usability, typography, and color keep the audience at their core, with storytelling delineating key benefits the company adds to their daily lives. Micro-interactions, copy, trust signals, and user flow further reinforced this cohesion, creating an emotionally evocative and human-centered experience.

Copywriting required verification translations of English to Spanish were natural and articulated the same sentiment, context, and meaning. We analyzed function and content words for Latin roots and cognates—words that share similar spelling and meaning across both languages. This approach made the English copy more intuitive and natural when translated into Spanish.

Validation

Initial analytics suggest promising performance, with ongoing monitoring planned for further validation. The contact form conversion rate is 4%, with an average completion time of 40 seconds, reflecting its minimal input requirements. Approximately 50-60% of homepage visitors navigate to the Services page, and 16% proceed to the contact form, indicating an intuitive user flow.

A preliminary System Usability Scale (SUS) score of 82 suggests excellent usability, based on an early study with 5 users. Initial A/B testing with 5 participants found that a carousel hero improved service location speed by 33-50% (reducing time from 15-20 seconds to ~10 seconds) compared to a single-column layout. While these findings indicate potential usability improvements, further testing is needed to confirm statistical significance.

Early accessibility testing, combining automated tools and manual checks, suggests 85-90% screen reader compatibility and 85-90% keyboard navigation success. A small-scale usability test with 5 participants found that English- and Spanish-speaking users had comparable task completion rates, though broader testing is required for confirmation.

Performance benchmarks are strong, with a Largest Contentful Paint (LCP) of 1.2s and total load time of 2.0s on a high-performance 4G connection, ensuring a smooth user experience. Organic traffic has shown 5% month-over-month growth, aligning with Frida's long-term goals.

A re-engagement email campaign is planned to improve conversion, and the serverless architecture supports future payment and scheduling integrations. The Payload CMS allows for easy content updates with minimal technical effort.