FETTLE & BLOOM REDESIGN
FORGOOD REDESIGN

Phase 1 – Ideation, Teamwork & Systematic Process
The redesign of Fettle and Bloom’s website required a structured and collaborative approach to address the needs of a growing dietitian’s practice. My goal was to create a responsive, user-focused platform that not only modernised the site’s appearance, but also improved its functionality and alignment with the client’s vision. This process was grounded in teamwork, systematic execution, and a commitment to creating an impactful digital presence.
A key challenge was demonstrating to the client how their existing website, while informative, lacked the intuitive navigation and clarity needed to fully engage users. The fact they were not surfacing their product offering clearly was a massive missed opportunity. Especially as the core products had USP’s that set her apart from other dietitians.
By gathering user feedback, analysing other independent dietitians sites, and understanding the goals of the practice; I developed a clear strategy to address these issues. This ensured the redesign aligned with Fettle and Bloom’s objectives while also enhancing the overall user experience. Making the products easy to access and understand, whilst also displaying her knowledge across many wide ranging dietary topics would help the client stand out in a crowded industry.
Through open collaboration with the client, I delivered a systematic plan that integrated back-end bug fixes, significant SEO improvements, and new value propositions. These changes resulted in a site that effectively communicates the practice’s unique offerings, builds trust with potential clients, and supports its growing audience.
The process is broken into the following steps, these steps are my main ways of working, which I describe in more detail on my homepage:
- Initial research and goal alignment – Ideation
- Collaborative session – Teamwork
- Design, prototyping, documentation and prioritisation – Systematic
- With all this workflow underpinned by clear strategy and vision – framework
Below are some screen grabs of the initial phases before I developed the new website for Fettle & Bloom. I give a brief overview of what these involved.
Phase 2 – Development & Playback
I concentrated on refining and enhancing the Fettle and Bloom website by firstly creating consistency. As referenced above, the branding and page layouts were totally different on each page. This was confusing for users, also from the feedback it became apparent that the site did not convey what Cristy does.
Focusing on making what products and services Cristy can offer I developed the pages so that the user would quickly identify the flows of the site, regardless of what page they were on. This aligned to the long term vision Cristy and myself defined during the Ideation session. As we progressed, it became clear that addressing SEO challenges was critical to meeting the client’s goals. This involved optimising metadata, improving page structure, and ensuring content aligned with search engine best practices.
Regular communication was central to this phase. I provided bi-weekly updates and demos of new page layouts and functionality to ensure a consistent feedback loop. Between these sessions, I sent email updates to keep the client informed of progress and to allow for additional input or concerns. This approach ensured they felt involved in the process and confident in the direction of the project.
Post-launch, I continued bi-weekly reviews with the client to assess the site’s performance, monitor targets set during the ideation phase, and map out future areas for optimization. This ongoing collaboration ensured the platform continued to evolve and meet both user and business needs. The name Fettle and Bloom doesn’t necessarily say to a user this is a dietitians site, so I wanted to make the brand and Cristy come to the fore. The main areas of focus for this phase were:
- Page and Brand Consistency: Ensured all pages were more accessible friendly and were easy to follow.
- Journey Flow Optimisation: Giving the user clear follow-on journeys as they navigated the site.
- Responsive site – New functionality was responsive with updates to other areas that were not.
- Bug Fixes: Removed any bugs across the site.
- New Features: Delivery of new core product offerings module. New Gut Hub FAQ’s and SIBO page components.
- Playback & Performance Monitoring: Following relaunch there was an increase of 6% in Client requests.
- SEO: Total overhaul of website SEO as previously none of Fettle and Bloom’s pages appeared on searches.
Redesigning Fettle Bloom I realised how important it was to always think of the long term vision. By making these changes it enabled Cristy to grow her business, whilst keeping it simple. The images below are screen grabs of the before and after of the site.
What’s Next?
Discover more of my work by exploring the ForGood project. While Fettle and Bloom presented unique challenges as a comprehensive site overhaul for a dietitian’s practice; complete with back-end fixes, SEO enhancements, and a refined value proposition. The ForGood redesign showcased similar transferable skills applied to a different industry. These projects highlight my ability to adapt my approach to meet the distinct goals of any client, regardless of their field.
Alternatively, delve deeper into the Fettle and Bloom redesign to see how I tackled accessibility, improved navigation flow, and delivered a consistent user experience. With a focus on SEO, I addressed evolving priorities mid-project, ensuring the site met both user expectations and business objectives.
As I advance my career, I remain committed to continual growth and exploration. From incorporating the latest accessibility standards to leveraging mobile responsiveness and AI-driven tools, I aim to stay at the forefront of web development and design. Understanding the role of emerging technologies allows me to craft solutions that are both innovative and future-proof.
Additionally, my neurodiversity provides a unique advantage. ADHD and autism have honed my problem-solving and creative thinking, allowing me to spot patterns, refine workflows, and embrace structured systems that drive efficiency. This awareness enhances my ability to collaborate effectively, bringing fresh perspectives and thoughtful solutions to every project.
These experiences reaffirm my dedication to adaptability and lifelong learning. Whether working on a complex redesign or addressing smaller-scale needs, I am passionate about delivering impactful, user-centred solutions. If you’re considering a redesign or need guidance on your website, feel free to reach out, I’d love to help.
What’s Next?
Discover more of my work by exploring the ForGood project. While Fettle and Bloom presented unique challenges as a comprehensive site overhaul for a dietitian’s practice; complete with back-end fixes, SEO enhancements, and a refined value proposition. The ForGood redesign showcased similar transferable skills applied to a different industry. These projects highlight my ability to adapt my approach to meet the distinct goals of any client, regardless of their field.
Alternatively, delve deeper into the Fettle and Bloom redesign to see how I tackled accessibility, improved navigation flow, and delivered a consistent user experience. With a focus on SEO, I addressed evolving priorities mid-project, ensuring the site met both user expectations and business objectives.
As I advance my career, I remain committed to continual growth and exploration. From incorporating the latest accessibility standards to leveraging mobile responsiveness and AI-driven tools, I aim to stay at the forefront of web development and design. Understanding the role of emerging technologies allows me to craft solutions that are both innovative and future-proof.
Additionally, my neurodiversity provides a unique advantage. ADHD and autism have honed my problem-solving and creative thinking, allowing me to spot patterns, refine workflows, and embrace structured systems that drive efficiency. This awareness enhances my ability to collaborate effectively, bringing fresh perspectives and thoughtful solutions to every project.
These experiences reaffirm my dedication to adaptability and lifelong learning. Whether working on a complex redesign or addressing smaller-scale needs, I am passionate about delivering impactful, user-centred solutions. If you’re considering a redesign or need guidance on your website, feel free to reach out, I’d love to help.