Peachy Day website
Leading web design for desktop and mobile
Summary
Peachy Day was preparing to launch their app and wanted to establish their website to better showcase their mission and product features. As Peachy Day’s freelance Content Designer, I led content and design for their core web pages in close collaboration with the Founder. Since launching, website views have gone up by 64%.
Intro
Peachy Day is a migraine care app that helps people track symptoms, understand their headache patterns, and find relief with data-driven solutions.
Challenge
Peachy Day wanted a website that better supported their app launch by showcasing their offerings, values, and long-term vision. While the team had a strong sense of their mission, there was still a lot to clarify and build.
Refining brand identity and site structure
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Key pages, like “About Us", were missing
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Brand identity was still taking shape
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Core components like the footer and call-to-action buttons hadn’t been built yet
Improving visibility and appeal of the app
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The site didn’t explain what the app could do
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There was little content about why users should download it
Aligning content with the company’s values
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No content spoke to Peachy Day’s guiding principles or the people behind the product
Peachy Day’s original website
Goals
The main goals I wanted to achieve were:
Solidify Peachy Day’s brand identity
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Explore and understand the migraine care landscape
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Define Peachy Day’s core descriptors and what makes them unique
Develop a scalable site structure
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Focus on essential pages like, the homepage and About Us page for the app launch, while considering future content needs
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Use on brand, inclusive, and easy to understand language
How I helped
Competitive analysis
Exploring how other companies approach the migraine care and mental health space
I looked at several websites ranging from migraine specific trackers to general chronic pain management, to understand digital health standards.
Content audit focused on readability, web page performance, accessibility, and content discrepancies between sites
Through this analysis, I identified several design and content opportunities for differentiation:
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Establish a cohesive brand identity and overall messaging strategy
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Show legitimacy through recognizable logos and clear social proof
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Prioritize a clear call to action to download the app
Brand voice
Crafting a unique and impactful brand identity
I led two design thinking sessions to iterate on Peachy Day’s brand voice. The first session focused on exploratory thinking, diving into the mission and values behind Peachy Day. The founder and I spent 2 to 5 minutes on each question, adding sticky notes to the board and reflecting on Peachy Day’s short-term and long-term vision.
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What are we trying to solve? Why does it matter?
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What are our core values and beliefs?
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What makes us unique?
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What helps us build trust with people?
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What first impression should people have of us?
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How might we want people to describe us to their friends?
In the second session, I created a group of commonly recognized company logos. We then examined how Peachy Day may be similar or different from them by using green stickers to note desirable traits and red stickers to note undesirable traits. We came back and discussed how we voted, diving into concepts like what builds brand loyalty and memorability.
I jotted down adjectives we discussed along the way along with common themes I noticed throughout our session. After the session, I synthesized common words and phrases into the pillars of Peachy Day’s brand voice.
Site structure
Building out the information architecture
I made a site map to visualize the architecture and core page information
Design and implementation
From Figma wireframes to final designs, and incorporating feedback along the way
During the design process, I focused on:
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Keeping text approachable, on-brand, and concise
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Following accessibility and SEO best practices
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Conveying Peachy Day’s brand voice
Once finalized, I implemented the designs in Wix.
Results
A successful launch and room to grow
Website views have gone up by 64% since the launch, with more monitoring underway. In the meantime, the content and systems I helped design give Peachy Day a flexible, scalable foundation for future updates.
Takeaways
Here are my takeaways from working on this project as a first time freelancer:
Design one version at a time
It was tempting to design for desktop and mobile simultaneously, but I found it more efficient to focus on one layout first. For this project, I started with desktop and then adapted for mobile, which made the process smoother.
Build in extra time for feedback
I underestimated how many rounds of feedback there would be—from the Peachy Day team, clinical advisors, and the accelerator program. I learned to navigate diverse input while keeping Peachy Day’s core values and brand identity front and center.