Penlago: Wellness Site Redesign

Introduction

Penlago is a fasting retreat in Jamaica, grounded in the idea that wellness should feel restorative, not intimidating. When the team approached me, the retreat was still preparing to open. Their need: a website that didn’t just sell fasting—but educated, reassured, and invited users to join the movement.

As the sole designer and front-end developer, I aimed to weave together storytelling and practicality — capturing both the serene Jamaican mountains and the science behind fasting — in a way that moved visitors from curiosity to commitment.

Problem Space

Retreat websites in the wellness world tend to swing to extremes:

• Some lean sterile and clinical — dense text, jargon-heavy.

• Others skew overly commercial — before/after photos, weight-loss promises.

Neither approach felt right for Penlago’s audience: people seeking meaningful transformation, not just a quick fix.

When I spoke with early fasting program participants, several themes emerged:

• Fasting was deeply personal — more than weight loss, it was about balance, clarity, and emotional healing.

• People needed supportive, nonjudgmental space — the stigma around wellness can be isolating.

• Cost, accessibility, and trust were real concerns.

These voices guided every design choice. The site needed to teach, not just sell. It needed to invite, not pressure.

“What I’m offering is more than detox — it’s a journey back to balance.”

Design Approach

Wireframes & Conversion Logic
I started with hand sketches: rough paths through how someone might discover, explore, and finally sign up. Though most of my design came through just developing itself.

Visual Identity & Emotional Palette
To balance serenity and vitality, I chose a palette of green (growth), beige (warmth), and coral (soft energy). Rounded icons, soft photography of real people in nature, and clean, readable typeface all worked together to make the brand inviting and credible.

Narrative Structure
I organized the site like a journey:
Hero → Goals → Community → Guidance → Activities → CTA.
Each section builds trust, reinforces identity, and gently guides forward — like a retreat brochure you can scroll through.

Execution & Iteration

I built the frontend with Tailwind CSS + JavaScript, designing responsiveness from day one.

During iteration:

• I stress-tested the goal module with longer statements, unfamiliar vocabulary, and zero context to ensure clarity.

• I refined the photography choices: natural over staged, diverse over homogeneous, emotive over static.

• I tested copy that leaned toward countable benefits (detox, clarity) instead of abstract promises.

The balance was crucial: if any part felt too “wellness salesy,” trust eroded. If too technical, warmth was lost.

Outcome & Impact

The site became more than a landing page — it became proof of concept.

• Over 100 sign-ups in month one, all organic, with no paid promotions.

• Hundreds of visitors arrived via search, thanks to SEO foundations built in early.

• Users reacted to the goal-based pathway as intuitive and empowering.

The “What is your goal?” section emerged as the conversion star — a direct bridge between user motivation and site structure.

Reflection

Penlago taught me that trust becomes the user interface. Every design decision — from tone to layout to image — carries emotional weight.

“If design is teaching, then trust is the curriculum.”

I learned that in wellness, people need both assurance and breathing room. Good UX isn’t just about removing friction — it’s about letting users feel understood.