CASE STUDY
Designed the UX architecture, user journey, and backend systems to transform a new wellness business into a structured, scalable website built for growth.
PureGenix Wellness
Health & Wellness
UX Architecture · Website System Build
WordPress · WooCommerce
SYSTEM ARCHITECTURE
Project Overview
PureGenix Wellness needed more than a collection of pages. The business had multiple programs, research content, wellness products, custom orders, and different paths visitors could take through the site. The challenge was bringing those pieces together into a structure that felt clear and easy to navigate.
The project focused on building that structure as a complete system integrating the information architecture, primary conversion journey, WooCommerce experience, and supporting backend tools into a single, coherent website.
QUICK FACTS
Industry
Health & Wellness
Project Type
Full Website System
Platform
WordPress + WooCommerce
Focus
UX Architecture + Conversion Flow
Systems
Commerce + CRM + Automation
Build
Strategy, Design + Development
The Challenge
The website needed to support several different parts of the business: peptide programs, research content, wellness products, custom orders, and affiliate information. Without a clear information architecture, these different paths could easily compete for attention, making it harder for visitors to understand where to go.
The bigger challenge was connecting those pieces into a coherent journey. The website needed to help visitors move from discovery to the right program or product, while WooCommerce, forms, CRM, and supporting automation worked together behind the experience.
BUSINESS
Multiple offers needed a clearer path from discovery to the right program or product.
UX
Different visitor needs created multiple journeys that had to remain clear and easy to navigate.
STRUCTURAL
Programs, research content, products, custom orders, and supporting pages needed one coherent information architecture.
OPERATIONAL
Commerce, forms, CRM, and supporting functionality needed to work together as one connected system.
UX Architecture
The architecture brings the website’s programs, research, products, custom orders, and conversion paths into one clear structure. Each part has a defined role, while the underlying systems work together to support the customer journey.
01
Organise around user intent
The architecture brings programs, research, products, custom orders, and conversion paths into one clear system built around the customer journey.
02
Make conversion paths visible
The quiz was positioned as a clear entry point into the conversion journey, helping visitors move toward a relevant program or product.
03
Connect the experience to the backend
WooCommerce, forms, CRM, and supporting functionality were structured to work behind the customer journey as one connected system.
KEY DECISIONS
DECISION 01
Make the quiz a global entry point
DECISION 02
Separate research, programs & commerce
DECISION 03
Structure WooCommerce around the journey
DECISION 04
Connect forms, CRM & automation
PROBLEM
The architecture brings programs, research, products, custom orders, and conversion paths into one clear system built around the customer journey.
REASONING
Because the quiz is available globally in the header, visitors can enter the guided conversion path from anywhere on the website instead of having to find a specific page first.
DECISION
Keep the quiz visible in the global header so visitors can enter the guided path from any page.
PROBLEM
Programs, research content, and products serve different visitor needs, but placing them within the same undifferentiated path could make the website harder to understand.
REASONING
Giving each area a clear role helps visitors identify the type of information or offer they need without competing paths creating unnecessary confusion.
DECISION
Separate programs, research, and commerce into distinct sections while keeping them connected through a consistent site structure.
PROBLEM
The commerce experience needed to support different products and program paths without making the buying process feel disconnected from the rest of the website.
REASONING
Product discovery and checkout should feel like a continuation of the customer journey rather than a separate store experience.
DECISION
Structure WooCommerce around the website journey so visitors can move naturally from the relevant program or product into purchase.
PROBLEM
Forms, customer data, and follow-up processes needed to work together rather than operate as isolated parts of the website.
REASONING
Connecting these systems creates a more consistent flow of information and reduces unnecessary separation between customer actions and backend processes.
DECISION
Connect forms, CRM, and supporting automation so customer information can move through one coordinated backend workflow.
WEBSITE SYSTEM
The website brings content, commerce, forms, CRM, and supporting functionality into one coordinated system, with each tool serving a clear role behind the customer journey.
Core CMS and website foundation.
Product, cart, and checkout system.
Frontend layout and page-building system.
Structured custom content and dynamic data.
Custom functionality and site-level logic.
Forms, quiz inputs, and data collection.
Customer data and CRM workflows.
Secure payment handling at checkout.
Interface Highlights
The quiz stays visible in the global header, giving visitors a consistent way to enter the guided conversion path from anywhere on the website.
The program catalog gives each option a clear place in the experience, helping visitors understand the available paths without overwhelming the page.
The shop organizes products into a clear browsing experience, making it easier for visitors to explore available options and move toward purchase.
The quiz breaks the selection process into clear steps, helping visitors move toward a relevant program or product without navigating the catalog on their own.
