Project: Moonbloom Website Template-Designing a System, Not a Single Site
Role: Sole designer and developer — UX/IA, template systems design, e-commerce structure, and photography
Moonbloom Healing Studio is a Squarespace template built for a specific niche: wellness practitioners — therapists, spas, yoga studios, healers — who need a bohemian, natural aesthetic without building from scratch. The design challenge here was different from a single-brand site: the information architecture had to be flexible enough to serve several distinct business types (a therapist booking sessions, a studio selling retreat spots, a spa selling products) while still feeling cohesive and intentional out of the box.
That meant designing for three separate conversion paths at once — email list growth, product purchases, and event/retreat bookings — and making sure none of them competed with or confused the others. The result had to work immediately for a buyer who'd never touched web design, while still being structurally sound enough to customize.
Homepage/hero : The homepage had to signal 'this is for you' instantly to a specific demographic — bohemian, natural, wellness-focused — using a dreamy 70s-inspired font and botanical photography to set that tone before a single word was read.
Mobile mockups :Responsiveness was demonstrated directly rather than assumed, alongside imagery that reinforced exactly who this template was built for.
Email capture page :Growing a mailing list as well as customer inquiry needed its own clear, low-friction path separate from booking or buying, since not every visitor is ready to commit to either yet.
Site map: The IA had to support three distinct user goals at once — join the list, buy a product, book an experience — without any of them crowding out the others.
E-commerce integration: Shop and product pages were built as a fully separate path from bookings, since a wellness business often sells both physical products and experiences, and conflating them would confuse either kind of buyer.
Events/retreats page:Retreats, classes, and events were intentionally separated from standard product checkout — a multi-day retreat purchase has a completely different decision-making process than adding a candle to a cart.
Events/retreats page (cont): This separation held consistently across the template, so any buyer adapting it for their own retreats or classes would inherit a structure that already respected that distinction.
About page: The about page reflects original photography "this meadow-at-sunset shot", taken by me to show buyers how their own personal photography could elevate the template beyond its defaults."