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HealthWay
The Challenge
While working at HealthWay Family of Brands, one of my largest projects was leading the redesign and migration of HealthWay.com from WordPress to Shopify.
As the HealthWay brand evolved and expanded its product offerings, the existing website no longer supported the company's goals. The site had become outdated both visually and technically, making it difficult for customers to navigate and nearly impossible for internal teams to efficiently maintain. In addition, HealthWay and Intellipure operated on different platforms, creating inconsistencies in branding, customer experience, and day-to-day operations.
The objective of the project was to create a modern website that would better serve both HealthWay's authorized dealer network and end consumers while establishing stronger synergy between the HealthWay and Intellipure brands.
Project Goals
The new website needed to:
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Migrate HealthWay from WordPress to Shopify.
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Modernize the visual identity to better reflect the evolving HealthWay brand.
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Create a scalable website that was easier for internal teams to maintain.
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Support both dealers and end consumers through customized user experiences.
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Improve navigation and information architecture.
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Strengthen the connection between the HealthWay and Intellipure brands.
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Create a secure dealer portal with exclusive content and pricing.
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Improve performance, accessibility, and overall usability.
Evaluation of the Current Site
Before beginning the redesign, our team evaluated the existing website to identify opportunities for improvement.
Some of the largest challenges included:
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An outdated visual design that no longer reflected the HealthWay brand.
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Difficult navigation that made important information hard to find.
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A large number of outdated, broken, or unnecessary pages.
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Missing educational content about the company's technology and products.
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A website built primarily for dealers with very little consideration for consumers.
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No secure dealer portal capable of displaying dealer-specific pricing or content.
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A backend that was difficult for internal teams to update and maintain.
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Limited connection between the HealthWay and Intellipure brands despite serving related audiences.
The website no longer reflected how customers interacted with the company or how the brand had evolved.
Research and Discovery
The project began with extensive discovery sessions involving stakeholders across the organization. Together, we identified the biggest frustrations with the existing website and established priorities for the redesign.
During this phase we:
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Reviewed the existing website page by page.
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Identified outdated and unnecessary content.
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Evaluated customer pain points.
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Discussed the needs of both dealer and consumer audiences.
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Researched Shopify apps and functionality required for the new platform.
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Created an initial sitemap based on the existing site to understand the current information architecture.
This research provided the foundation for every design and structural decision that followed.
Planning the Site
Using the research findings, I developed a completely new sitemap designed around customer needs rather than the structure of the previous website.
After the sitemap was approved, I created wireframes for the entire website to establish page layouts, navigation, and user flows before development began.
Once the wireframes were finalized, I led the front-end build of the website within Shopify - from page creation and content organization to overall site structure and launch preparation.
One of the biggest design challenges was creating a website that effectively served two distinct audiences.
Rather than forcing both audiences through the same experience, we created separate customer journeys that began directly on the homepage.
Visitors could immediately identify themselves as either:
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Consumers
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Authorized Partners
From there, each audience experienced content, navigation, and resources specifically designed around their needs.
Building Two Experiences
in One Website
One of the most unique aspects of this project was creating both a public website and a secure dealer experience within the same platform.
Public Experience
The public-facing website focuses on education and product discovery.
Consumers can:
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Learn about indoor air quality.
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Explore HealthWay technologies.
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Compare products.
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Take the Design Your Clean Air Plan quiz.
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Find an authorized dealer.
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Learn whether a HealthWay or Intellipure product is the best fit for their needs.
Dealer Experience
Authorized partners have access to a password-protected experience that includes:
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Dealer-only product listings.
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Custom pricing.
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Private navigation.
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Sales resources.
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Video library.
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Dealer-specific content.
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Event calendar.
This structure allows one website to serve two completely different audiences without sacrificing usability.
Creating Brand Synergy
Another major objective of the redesign was strengthening the relationship between the HealthWay and Intellipure brands.
Several initiatives helped connect the two websites into a more cohesive customer journey. These included:
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Creating the Design Your Clean Air Plan quiz, which recommends products from either HealthWay or Intellipure based on customer needs.
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Moving HealthWay replacement filters to the Intellipure website to streamline purchasing.
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Updating the About page to clearly explain the relationship between the two brands.
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Creating a more consistent visual and user experience across both websites.
Outcome
The completed website delivers a significantly improved experience for customers, authorized partners, and internal teams alike.
Key improvements include:
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Faster page speeds and improved performance.
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Modern visual design aligned with the HealthWay brand.
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Simplified navigation and clearer information architecture.
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Improved accessibility.
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Easier day-to-day website management.
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Enhanced ecommerce experience for authorized dealers.
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Dedicated customer journeys for both consumers and partners.
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Stronger integration between HealthWay and Intellipure.
The migration to Shopify also created a scalable foundation for future growth while simplifying website maintenance and supporting the company's evolving digital strategy.
My Contributions
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Led front-end strategy for the WordPress to Shopify migration.
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Conducted website research and content evaluation.
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Created the sitemap and complete website wireframes.
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Built the Shopify website from the ground up.
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Designed user journeys for both consumers and authorized partners.
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Planned the dealer portal experience and navigation.
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Improved website usability and information architecture.
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Created stronger integration between the HealthWay and Intellipure brands.
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Coordinated the website through launch.
Before and After
