A website that had grown without a plan
Pheromone is a women’s wellness space with an established identity, an active social presence and a loyal audience. Its website had expanded alongside the business, eventually reaching 300 pages with inconsistent navigation.
The brief was to make the site understandable for both new and returning visitors while keeping it easy for the client’s team to update.
Four sections, with names people understand
We reduced ten categories and thirty subcategories to four main areas: schedule, offline, online and shop. We renamed subcategories, removed duplication and repaired dead ends.
The homepage was rebuilt around the questions visitors needed answered. Practice selection, booking information, room hire and the shop became part of a clearer structure.
Design reviewed in context
The team developed a prototype in Figma and brought printed layouts to the client meeting. Reviewing the pages on paper helped keep the conversation focused on the structure and content.
Product pages received a consistent format. Registration was added to support customer communications, alongside the calendar and other features specific to the project.
What changed
The project replaced a disconnected collection of pages with an organised website and a coherent homepage. The client retained an editing workflow its own team could use.
The project took two months, from the first conversation to the final refinements of the working website.
