●Case Study
Kindred Wellness
Kindred meets people on a hard day. The site had to feel like air, not another form.
●The problem
Kindred needed to grow without pressure.
Every conversion tactic that works in commerce is wrong here, which ruled out most of the playbook before we started. Intake asks difficult questions, so pacing and tone had to carry people through it. Reduced motion, high contrast, and full keyboard navigation were requirements rather than options.
●The problem
Services
- Strategy,
- UX/UI,
- Brand Identity,
- Development
●What we did
We slowed everything down.
Fewer choices per screen, plain language throughout, and no urgency mechanics of any kind. No countdowns, no scarcity, no persuasion. Intake was broken into single-question screens with an always-available exit, which paradoxically made people more likely to finish.
●What we learned
Ethics improved the numbers.
Sign-ups rose, and more importantly drop-off during intake fell by half. Removing pressure did not cost us conversion. It bought us trust, and trust converted better.
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