Parsley Health
IN PROGRESS
WEB + MOBILE
UI/UX DESIGN
BRAND DESIGN
Project Overview
Parsley Health is a functional medicine provider offering physician-led, root-cause care through a membership model. I was brought in to redesign their main website, translating a detailed content brief from the product marketing team into a cohesive visual experience across the Homepage, Complete Care page, and Insurance page.
My Role
My role as a designer was to translate structured content and messaging that was handed to me and making decisions about visual hierarchy, layout, component selection, and how to guide users through a conversion-focused experience. The copy and section strategy came from the PM; the design language, structure, and execution were mine.
The Challenge
Parsley sits in a crowded, often confusing space — somewhere between traditional healthcare, telehealth, and wellness. Their audience arrives skeptical: they've been dismissed by conventional doctors, overwhelmed by data from DTC lab platforms, or priced out of concierge care.
The site needed to do three things simultaneously:
Build immediate trust and credibility
Clearly explain a care model most people have never encountered
Convert visitors toward two distinct entry points, which include joining Complete Care or checking insurance coverage
Previous Design
Design Decisions
HOMEPAGE
The brief called for a full-bleed hero with text overlay, which I treated this as an opportunity to lead with emotion and confidence rather than clinical sterility. The icon grid below the hero immediately conveys the key selling points.
The stats section needed weight without overwhelming the page. I used a stats grid with no imagery, letting the numbers breathe.
The comparison table positioning Parsley against traditional PCPs, DTC lab platforms, and concierge clinics, required careful visual treatment so that it translated across different screen sizes.
INSURANCE PAGE
Trust and clarity were the primary design goals here. Insurance is inherently anxiety-inducing, because people worry about hidden costs and coverage surprises. The brief handled this well in copy, so my job was to make the "Coverage Clarity" module (what insurance covers vs. what membership provides) as scannable and reassuring as possible. Two-column treatment, no visual clutter.
What I learned
Working from a PM-written brief is closer to real-world product design than starting from a blank canvas. The design problem I was faced with weren't "what should this say", they were "how do I make this hierarchy work," "where does this user need a pause vs. a push," and "how do I translate this copy into visuals."
Measuring success
To measure success, we'd want to see significant improvements in two key areas: insurance eligibility check-starts (a primary acquisition lever) and Complete Care enrollment conversions.