Setting the compass before the journey with the intent of defining goals into a clear, creative direction.

For Kind Heart Services, I clarified the audience of adult children and families, the primary goal of scheduling tours, and the core services offered: a family-run, home-like assisted living experience in Minnesota.

Mood, references, and visual language that translate abstract ideas into a coherent vision.

I shaped the tone around warmth and trust: a calm, welcoming palette, home-forward imagery (comfortable interiors and genuine human moments), and reinforcing copy to reinforce the feeling of comfort, belonging, and genuine care.

Key sections, layout systems, typography, and components, all clean, usable, and brand-aligned.

I designed the structure with conversion in mind: hero with clear CTAs, a simple story section and about page, service highlights, amenities/activities, and trust-building FAQs to reduce uncertainty.

Responsive, accessible implementation that brings the final experience to life.

I built a polished, mobile-first experience with consistent spacing, legible type, and clear navigation to make it easy to schedule tours, find key info fast, and reach the team quickly using an email API.

Ship, measure, and refine, making improvements based on practicality and feedback.

Post-launch, I needed to make improvements on accessibility of certain elements as it's important for all users to feel welcome and be able to easily scan content and navigate the site. This is especially considering the target audience of older adults and their families.