The Calm & Co

CASE STUDY

Calm & Co, a newly launched wellness studio, needed a website that welcomed new visitors, built trust, and simplified bookings. Their team faced high overhead answering the same client queries and managing multiple therapist calendars manually, leading to scheduling conflicts and inefficiencies.

I designed an inviting and informative website that not only showcases their services but also provides a seamless booking experience, reducing staff workload and enhancing customer satisfaction.

User Research
UX/UI Design
Usability Testing
Branding
75%
Task Success Rate
60%
Increased Trust Score
My role

As the lead UX/UI designer, I designed a seamless, intuitive website for Calm & Co, focusing on user experience, booking efficiency, and trust-building. My responsibilities included UX strategy, wireframing, UI design, and usability testing to create a warm and inviting self-care experience.

I also developed the brand identity for Calm & Co, shaping its visual language and tone. Explore the branding process here.

Timeline
2 months
Tools used
Figma, Miro, Abobe Illustrator
Mockups of the website
Table of Contents
  1. Problem
  2. Goal
  3. Target Audience
  4. Features
  5. Research Approach
    5.1 Research Goals
    5.2 Research Findings
    5.4 User Journey Map
    5.5 User Flow
  6. Site Map
  7. Wireframes
  8. High Fidelity Screens
  9. What I learned
  10. Future Scope
Problem
As a newly launched wellness studio in Mumbai, Calm & Co faced challenges in managing client inquiries and appointment scheduling. Without a website, staff had to manually provide information about services, pricing, and availability, leading to high overhead, scheduling conflicts, and inefficiencies. They needed a centralized, seamless system to enhance client experience and streamline operations.
Goal
To design a warm, inviting, and informative website that:
  • Builds trust with new visitors through clear service details and a professional digital presence
  • Reduces staff workload by providing easy access to key information
  • Simplifies online bookings for both new and returning clients
  • Reflects the brand’s ethos of self-care and wellness
Target Audience
Women in Mumbai, aged 30-60, looking for natural, non-invasive facial rejuvenation and relaxing self-care treatments. They are health-conscious individuals who prefer holistic beauty and wellness over cosmetic procedures and seek a trusted, convenient booking experience.
Booking system
Seamless Online Booking

Users can browse services, select a therapist, and book appointments effortlessly. The real-time calendar ensures availability, reducing scheduling conflicts.

Personalized User Accounts

Clients can track past visits, manage appointments, and save details for faster bookings. Tailored promotions and packages enhance retention.

Personalized experience
Trust building experience
Informative & Trust-Building Experience

Clear service descriptions, FAQs, and pre-visit details help new users feel confident, building trust and encouraging bookings.

Research Approach

My research combined competitive analysis and user research, providing valuable insights to guide the website’s design. I explored user pain points with booking systems, identifying friction areas and expectations for a seamless experience. Additionally, I studied user psychology and behaviors related to self-care and facial spas, ensuring the website fosters trust, relaxation, and ease of use while aligning with industry best practices.

Research goals
Understand how users discover and choose wellness services online, especially for first-time bookings.
Explore expectations around trust, service clarity, and credibility for new wellness brands.
To compare competitor websites to analyze strengths, weaknesses, and industry best practices.
Uncover user preferences for pre and post-treatment engagement.
To analyze competitor loyalty programs and user retention strategies for insights.
Research findings
Research Findings

I explored the psychology and motivations behind non-invasive facial treatments, identifying key themes that shaped both the design system and brand language:

  • Stress Relief & Relaxation – A way to unwind and de-stress.
  • Self-Care & Confidence Boost – Pampering to feel good.
  • Appearance Enhancement – Maintaining a youthful glow.
  • Social Influence & Trends – Inspired by beauty trends and peers.
  • Personal Time & Bonding – A solo retreat or a self-care date.
  • Holistic Wellness – Part of a broader health and wellness routine.
Mockups of the website
User Journey Map
I created a user journey map to understand user pain points and areas of improvement.
User journey map
Mockup of the booking page
User Flow
I created this user flow to map out the key touchpoints and decision paths users take when exploring the website and booking a service. It helped ensure the experience is intuitive, goal-driven, and aligned with both user needs and business priorities.
User flow
Mockups of the webpage
Site Map
I created this site map to organize the website’s content structure and ensure easy navigation for users. It helped define a clear hierarchy that supports both discovery and task completion, like booking or managing appointments.
Wireframes
I created wireframes to visualize the layout, structure, and key interactions before moving into high-fidelity design. This helped me focus on usability, user flow, and content hierarchy.
Services
Services
Menu
Menu
Home page
Home page
FAQ
FAQ
Contact us
Contact us
Booking confirmation
Booking confirmation
Booking page wireframe
Booking page
Booking information
Booking information
About us page wireframe
About us
Design Systems
As this is a start up, I created an atomic design system. I took the brand colours and typography as a starting point, and built the design system as follows:

Typography

>

Colours

>

Buttons

>

Icons

>

Cards

>

Layout

Typography for Design System
Colors for Design System
Forms for Design System
Media Components for Design System
Iteration
Earlier I had started with a desktop version of the wireframes, but soon I realised that mobile-first would be a better approach for this project.

From

To

Home page mobile version
High fidelity screens
I translated the wireframes into high-fidelity screens to bring the brand to life through visuals, tone, and interaction. This stage allowed me to refine the user experience, apply the visual identity, and ensure the final design felt polished, intuitive, and aligned with Calm & Co’s calming and trustworthy personality.
Home page mobile version
Home page
About us page mock up
About us
Contact us
Contact us
Services page mock up
Services
Booking page
Booking page
Sign up
Sign up
Log in page mock up
Log in
Booking information
Booking information
Appointment confirmation page mock up
Booking confirmation
FAQ page mock up
FAQ
Menu page
Menu page
My account
My account
Personal details
Personal details
Past visits
Past visits
Packages page mock up
Packages
Offers page mock up
Personalised offers
75%
Task Success Rate
60%
Increased Trust Score
What I learned

This project taught me how to design a calming, user-friendly experience by aligning user psychology with business goals. I learned to simplify booking flows based on real pain points and use research and visual design to build trust, clarity, and credibility for a wellness-focused brand.

Further Scope

The next phase of the project could include launching the live website and conducting real-world usability testing to validate design decisions. There’s also potential to expand features like automated reminders, payment integration & referral incentives. Over time, adding client feedback loops and analytics tracking can help refine the user journey and support business growth.