Website Redesign

Giving Halo Neuroscience website a fresh new look and feel.

Giving Halo Neuroscience website a fresh new look and feel.

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Project overview

Our website is our calling card. It’s how we make our first impression, and it’s the how we sell our product. As our company has grown and changed our website has had to change as well.

Education: Our biggest challenge in everything we do at Halo is to educate our audience about brain stimulation. The website is on the frontline of that effort. How would we rethink the experience to answer the questions that our audience has.

Conversion: We are a mission driven company but the reality is that our success is measured on how much product we sell. To increase sales we needed to know more about our customers. As we proceeded with our site refresh we needed the ability to understand specifics about our customers’ behavior when they are on our site.

My Role was to wireframe, design, and implement our system.

Halo Digital - Design Director: Andy Slopsema. Director of Growth Marketing: Courtney Marshall.

Users in your backyard

While our focus is on the end user we couldn’t ignore the fact that a key stakeholder was our marketing team. We collaborate closely with them and we used this opportunity to get insights into what the site needed to do for them to be successful. Their primary needs were:

Advanced metrics and analytics

It’s important for the team to be able to react quickly to incoming feedback, or to try new things in a timely manner. Empowering people on any team to be a part of our design collaboration would be a huge win. Our approach consisted of the development of our new design system as well as rethinking the platform the site would live within.

As a company we weighed different options. Would we continue to build and maintain the site from scratch ourselves? This would provide us with ultimate customization but would not meet our goals of flexibility and analytics. We looked at various platforms like Shopify and Squarespace, and Webflow. The advantages here were how easy they were to update as well as the metrics they provide. After discussion and some serious “pro’s and con’s” whiteboarding sessions we decided to move forward using the Shopify platform.

Embrace the platform

As a platform Shopify is relatively easy to use and provides robust ecommerce metrics and analytics. Our early challenge was to think about the kind of experience we were creating and how well that fit within the Shopify world. We experimented with different themes while doing our own wireframes and prototypes to find the overlap between what was readily available and what we would need to customize.

Systems are so hot right now

The systemization of the site design was going to be a big part of making it easy to update while maintaining consistency throughout. Although we were starting with a new platform we were still going to be “building the plane while we were flying it”. We started small by standardizing the brand elements and how they were used on the site (typescale, colors etc). We then identified patterns that we commonly used and built up a library of components. This system developed with collaboration and feedback from team members who would be working on the site as a kind of usability testing.

Content was developed collaboratively with our design system making sure we were designing for what we were saying. Understanding the way people read websites key messages worked into headlines to improve scan-ability.


A key result that we’re most proud of is how we’ve streamlined collaboration. This has empowered marketing + design to create web content, test and iterate much faster. Shopify’s analytics have also been impactful. Having more control of over the site analytics allowed the team to put in place optimization strategies faster. Which helped ensure that all digital marketing efforts are relevant and targeted.

Launch… and begin again
The site went live early in 2019 but that was really only the beginning. An ecommerce website is a dynamic living thing that needs to react to user feedback as well as the needs of internal stakeholders. Monthly usability sessions allow us to stay on top of how people interact with site and continually refine the experience. Weekly collaboration sessions with the Marketing team are where we create the roadmap for the sites continued evolution. Based on marketing goals we plan for new pages, content updates and tweaks to design patterns.

HS2 Packaging