penlago, 2024

CASE STUDY: Penlago Website

Project Overview

Penlago is a Jamaica-based fasting retreat designed to restore health and well-being through supervised water fasting, intermittent fasting, and detox programs. The retreat was in the process of opening in 2024, and it needed a website that could educate, reassure, and convert users into early waitlist sign-ups.

My focus wasn’t just to create a landing page but to establish a digital presence that positioned Penlago as a credible alternative to overseas retreats. I wanted to merge storytelling with design to capture both the serenity of the Jamaican mountains and the scientific credibility of fasting practices.

Outcome:

Over 100 sign-ups and several hundred visitors within the first month, without any promotions. This validated not only the business concept but also the power of user-centered design combined with SEO strategy.

Research

Competitor Analysis

I reviewed more than 20 fasting and wellness retreat websites, ranging from Asia to North America. Most sites fell into two extremes: either very clinical, with heavy text and intimidating language, or too commercial, focusing narrowly on “before-and-after” weight loss photos. Both approaches left gaps for an audience seeking reassurance and personalization. This presented an opportunity for Penlago to stand out by emphasizing clarity, warmth, and inclusivity.

User Interviews

I spoke with participants from Penlago’s online fasting program to understand their motivations and hesitations. What stood out was how deeply personal fasting was to them—it wasn’t just about losing pounds, but about regaining balance in life. Their voices shaped the structure and messaging of the site:

These insights became the backbone of the design: instead of selling a product, the site needed to guide, educate, and invite. It had to feel like a brochure and a mentor rolled into one.

65%

of users said they wanted benefits beyond weight loss (mental clarity, detox, insulin).

50%

highlighted the need for community and non-judgmental support.

70%

expressed concerns about accessibility and affordability compared to Asian retreats.

Design Process

Wireframes

I began with hand-drawn wireframes, iterating through several versions. The breakthrough idea was adding a "What is your goal?" section that let users self-select their health concerns. This gave the site a sense of personalization and empowerment, which later proved to be the highest-performing conversion element.

Visual Identity

I carefully chose the visual language to strike a balance between calmness and vitality. Green was chosen to symbolize growth and health, beige for warmth and inclusivity, and coral to inject subtle energy. Rounded icons and photography of diverse, happy groups reinforced accessibility and community.

Information Architecture

Structured as a narrative journey: Hero → Goals → Community → Guidance → Activities → CTA. This sequence mirrored the experience of flipping through a brochure or being welcomed at a retreat: a steady progression from curiosity to comfort to action.

Outcome

The Penlago site was more than a design project—it was proof of concept for the retreat itself. Without any promotions or ads, the site achieved strong early traction, validating both the market need and the design approach. Most importantly, the “What is your goal?” section emerged as the star feature, showing how aligning design with user motivations can directly drive conversions.