Bream
- Webflow
Role: Web Design (in collaboration with other Web Designers), Web Development
Bream is a wellness and creativity platform designed for older adults and their caregivers. Its mission is to foster joy, connection, and mental well-being through a curated library of classes and community offerings. I joined the team to work on a marketing site that could speak clearly to two audiences – care organisations and individual users, while honouring the nuance of designing for an older demographic. Informed by ongoing user research, analytics, and behavioural insights, the site evolved through data-led UX improvements.
Designing for two distinct audiences
The dual-audience model required careful messaging and flow – communicating personal benefit and emotional resonance to individual users, while also providing strategic value and clarity for organisational buyers.
We also needed to ensure the site would be responsive, accessible, and welcoming to users across age groups and tech comfort levels.
We had to create a site that would:
- Feel welcoming and intuitive for older users (who often face accessibility and digital friction)
- Clearly communicate value to organisational buyers
Breams offers art, wellness, movement, and nutrition classes designed specifically for older adults and their caregivers to help with their physical, emotional, and mental health.
Iterating via user research and UX optimisation
Following the initial site launch, I worked closely with the team on site optimisation sprints. Our process was grounded in extensive user research – testing assumptions, gathering feedback, and using real-world insights to guide both visual design and content structure.
- We designed, conducted and analysed user interviews to understand the challenges, and priorities of older adults, both in the context of product offering and website use
- We used Crazy Egg website analytics and optimisation tool to get insights user behaviour, identify drop-off points, and detect confusion
- We refined copy, layouts, and flows based on the data and feedback
The design employs color schemes to visually separate the two audiences, ensuring clarity and ease of navigation.
Outcome
The new website supports both Bream’s business goals and its social mission, making wellness more accessible and joyful for older adults.
Users can explore Bream's class library and filter by category, difficulty and duration.