UX/UI Design & Webflow Development

Good Juju is a fitness and lifestyle space that blends training, physiotherapy, community, and café culture under one roof. While the brand itself was already strong — with a clear personality, bold visuals, and distinctive tone — their previous website wasn’t doing the business justice.

Click to view the site → https://www.heygoodjuju.com/ ←

The Problem

Despite strong foot traffic and word-of-mouth, users visiting the site:

• Didn’t fully understand what Good Juju offered

• Struggled to differentiate between services (training, physio, lifestyle, café)

• Couldn’t easily find pricing or packages

• Dropped off before taking action due to unclear pathways

In short: the brand was compelling, but the information architecture and UX clarity were holding it back.

My Role

I provided end-to-end ownership of the website — from UX strategy to UI design and final build.

Scope included:

• UX audit of the existing website

• User persona definition

• User flows & information architecture

• Wireframes (low-fidelity → high-fidelity)

• UI design

• Website build & implementation

UX Decisions & Key Thinking

1. Starting with a UX Audit

Before designing anything, I audited the existing site to identify friction points:

• Overloaded pages with no clear hierarchy

• Services grouped in ways that made sense internally, but not to new users

• Pricing information buried or missing entirely

• CTAs that didn’t clearly map to user intent

This audit became the foundation for every design decision moving forward.

2. Designing for First-Time Visitors

A core UX principle for this project was:

“If you’ve never heard of Good Juju before, can you understand them in 30 seconds?”

To solve this, I:

• Rebuilt the site structure around user intent, not internal operations

• Clearly separated Trainings, Physio, Lifestyle, and Community

• Designed user flows that guide visitors from discovery → understanding → action

• Made pricing and packages easy to locate, reducing uncertainty and drop-off

3. Respecting an Already-Strong Brand

Good Juju already had:

• A strong logo

• Confident colour palette

• High-quality photography and videography

• A clear, playful but grounded personality

Rather than reinventing the brand, my role was to translate it into a functional digital experience:

• UI layouts were kept bold, spacious, and confident

• Typography and spacing were used to create clarity without losing energy

• Imagery was given room to breathe, reinforcing the community-driven vibe

• Interactions and hierarchy supported exploration without overwhelming users

4. Wireframes → High-Fidelity UI

• Low-fidelity wireframes focused purely on structure, hierarchy, and flow

• High-fidelity designs layered in brand expression, visuals, and tone

• This approach ensured UX problems were solved before visual polish

Outcome

The final website:

• Clearly communicates Good Juju’s full range of offerings

• Makes pricing and packages easier to find

• Guides users confidently toward training, physio, or contact

• Feels aligned with the brand’s personality — bold, welcoming, and community-first

Most importantly, the client was extremely happy with the outcome, feeling the website finally reflected who they are offline — but in a clear, user-friendly way online.

Key Takeaway

This project reinforced that great branding alone isn’t enough.

When strong visual identity is paired with thoughtful UX strategy, the result is a website that not only looks good — but actually works.

Personal Training, Physiotherapy, Group Training in KL | Good Juju Barbell Club ↗