Breathewell

01 Designing for clarity and conversion

For the website, I focused on making Breathewell's services easier to understand and creating a clearer path towards conversion.

Rather than leading with information alone, I structured the experience around what customers needed to know before making a decision: what the service is, why they need it, what they can expect, and what action they should take next.

The visual direction was kept clean and approachable while using Breathewell's existing brand language to create trust and consistency.

02 Starting with the users direction

My first direction was to understand what each user actually needed to accomplish.

A customer needed to understand the service and feel confident enough to book. A technician needed quick access to information while doing their work. A franchise owner needed visibility into their team and business activity. Partners needed a simple way to manage referrals and understand their results.

This shaped the structure of each product and prevented the dashboards from becoming collections of features without a clear purpose.

03 Creating a connected digital experience

Breathewell had different audiences interacting with different parts of the business — customers booking services, technicians accessing operational information, franchise owners managing their teams, and partners generating referrals.

My role was to design these experiences as a connected product ecosystem rather than treating each interface independently. I worked across the website, technician operations platform, LMS, franchise and partnership dashboards, and referral system, focusing on making each experience clear for the person using it.

04 LMS design

For the LMS, I wanted the dashboard to answer a simple question:

“What do I need to learn or complete next?”

I structured the experience around training progress, resources, certifications, and recent activity.

The dashboard surfaces the user's current progress, allows them to resume unfinished training, and provides quick access to videos, guides, and SOPs. Certifications were treated as part of the learning journey rather than a separate feature.

I also designed the experience around the different roles within the team, giving technicians access to the material relevant to their responsibilities while giving owners visibility into their team's progress.

05 Franchise Dashboard

The franchise owner experience had a different objective. Instead of asking the owner to navigate through individual records to understand what was happening, I designed the dashboard around visibility and oversight.

Training progress, certification status, team activity, and outstanding requirements became important pieces of the experience.

The direction was to surface exceptions and important actions first — who hasn't completed training, whose certification needs attention, and where the owner may need to intervene.

06 Partnership & Referral System

For the partnership and referral experiences, I focused on making the relationship between referrals, leads, bookings, and commissions easy to understand.

Rather than overwhelming the user with operational data, I focused on giving them a clear view of what they had generated, what was still in progress, what had been converted, and what they had earned.

My Role

I worked across the UX strategy, user flows, information architecture, interaction design, and UI design of these experiences.

My focus was translating Breathewell's business and operational requirements into products that were easier for customers, technicians, franchise owners, and partners to use.