Designing a scalable digital presence for a fast-growing wellness app
About the client
Carbon Diet Coach is a U.S.-based wellness company operating under Reform, LLC. Founded by nutrition experts Dr. Layne Norton (Ph.D.) and Keith Kraker (B.S. in Dietetics), the company combines expertise in nutrition science, coaching, and digital product development. Their mission is to make evidence-based nutrition accessible to a broad audience through innovative technology and practical guidance.
About the project
The Carbon Diet Coach app provides personalized nutrition guidance through an adaptive, science-based system. Instead of rigid diets, it tailors recommendations to each user’s lifestyle and progress, making healthy habits more sustainable. Key features include weekly diet adjustments, progress tracking, and flexible goal setting — all designed to support long-term results for a broad user base.
About the client
Carbon Diet Coach is a U.S.-based wellness company operating under Reform, LLC. Founded by nutrition experts Dr. Layne Norton (Ph.D.) and Keith Kraker (B.S. in Dietetics), the company combines expertise in nutrition science, coaching, and digital product development. Their mission is to make evidence-based nutrition accessible to a broad audience through innovative technology and practical guidance.
About the project
The Carbon Diet Coach app provides personalized nutrition guidance through an adaptive, science-based system. Instead of rigid diets, it tailors recommendations to each user’s lifestyle and progress, making healthy habits more sustainable. Key features include weekly diet adjustments, progress tracking, and flexible goal setting — all designed to support long-term results for a broad user base.
Client’s challenges & expectations
Carbon Diet Coach faced the challenge of moving beyond a niche bodybuilding audience and positioning itself as a mainstream nutrition coaching app. Their old website was too simplistic and failed to communicate the product’s science-based approach, updated branding, and broader appeal.
The client expected us to create a clean, credible, and easy-to-navigate digital presence that would resonate with everyday users, differentiate them from competitors like Noom and MyFitnessPal, and support consistent marketing with scalable design assets.
Our approach
- Strategy & research
- Competitor analysis of both fitness-niche apps (MacroFactor, RP Diet) and mainstream players (Noom, MyFitnessPal, WW)
- Audience review based on personas: nutrition enthusiasts, time-strapped parents, and long-time dieters
- Definition of brand voice and tone to reflect the shift from bodybuilding roots to a broader wellness market
- UX & structure
- Information architecture for a clean, clear website flow that emphasizes benefits without clutter
- Wireframes and user flows built around quick understanding and easy navigation for non-expert users
- Mobile-first design approach to ensure accessibility on all devices
- Visual identity & assets
- Translation of updated branding into web design: typography, color palette, and iconography
- Creation of custom illustrations and visuals to differentiate from stock-heavy competitors
- Design of app store slides, marketing graphics, and support for app audit updates
- Website design & development
- High-fidelity mockups for all key pages, aligning content with clear CTAs and persuasive messaging
- Implementation in Webflow for a responsive, fast, and easy-to-manage site
- Animation and micro-interactions to highlight the app’s science-based but approachable character
- Design system & guidelines
- Delivery of a reusable design kit with scalable components for future website and product needs
- Documentation to ensure consistency across app, website, and marketing touchpoints
- Webflow usage guide for the client team to maintain and expand the site independently
Results
The new website created a professional, trustworthy digital presence for Carbon Diet Coach, aligning the brand with a wider audience and strengthening its position in the competitive wellness market. With a clear structure, refined messaging, and a consistent design, the client built a scalable foundation for marketing and user acquisition.
- Business value
- Improved first impression with a trustworthy, professional website aligned to the app’s updated brand identity
- Clearer product story that differentiates Carbon from mainstream competitors
- Flexible Webflow setup enabling the client’s team to easily manage and expand content
- Scalable design system and assets (icons, app store slides, audit updates) supporting consistent communication across digital channels
- A streamlined, conversion-ready website that better engages target personas and supports growth in subscriptions
Client’s challenges & expectations
Carbon Diet Coach faced the challenge of moving beyond a niche bodybuilding audience and positioning itself as a mainstream nutrition coaching app. Their old website was too simplistic and failed to communicate the product’s science-based approach, updated branding, and broader appeal.
The client expected us to create a clean, credible, and easy-to-navigate digital presence that would resonate with everyday users, differentiate them from competitors like Noom and MyFitnessPal, and support consistent marketing with scalable design assets.
Our approach
- Strategy & research
- Competitor analysis of both fitness-niche apps (MacroFactor, RP Diet) and mainstream players (Noom, MyFitnessPal, WW)
- Audience review based on personas: nutrition enthusiasts, time-strapped parents, and long-time dieters
- Definition of brand voice and tone to reflect the shift from bodybuilding roots to a broader wellness market
- UX & structure
- Information architecture for a clean, clear website flow that emphasizes benefits without clutter
- Wireframes and user flows built around quick understanding and easy navigation for non-expert users
- Mobile-first design approach to ensure accessibility on all devices
- Visual identity & assets
- Translation of updated branding into web design: typography, color palette, and iconography
- Creation of custom illustrations and visuals to differentiate from stock-heavy competitors
- Design of app store slides, marketing graphics, and support for app audit updates
- Website design & development
- High-fidelity mockups for all key pages, aligning content with clear CTAs and persuasive messaging
- Implementation in Webflow for a responsive, fast, and easy-to-manage site
- Animation and micro-interactions to highlight the app’s science-based but approachable character
- Design system & guidelines
- Delivery of a reusable design kit with scalable components for future website and product needs
- Documentation to ensure consistency across app, website, and marketing touchpoints
- Webflow usage guide for the client team to maintain and expand the site independently
Results
The new website created a professional, trustworthy digital presence for Carbon Diet Coach, aligning the brand with a wider audience and strengthening its position in the competitive wellness market. With a clear structure, refined messaging, and a consistent design, the client built a scalable foundation for marketing and user acquisition.
- Business value
- Improved first impression with a trustworthy, professional website aligned to the app’s updated brand identity
- Clearer product story that differentiates Carbon from mainstream competitors
- Flexible Webflow setup enabling the client’s team to easily manage and expand content
- Scalable design system and assets (icons, app store slides, audit updates) supporting consistent communication across digital channels
- A streamlined, conversion-ready website that better engages target personas and supports growth in subscriptions
Collaborating with Halo Lab provided valuable insights that shaped our strategy and helped us create an intuitive, human-cantered design. It was truly fulfilling to work closely together in bringing health monitoring from clinics into everyday life. I especially enjoyed leading the development of the React Native app, BLE device pairing, local biosignal processing, and machine learning integration, all ensuring that Rytmo delivers both reliability and scalability.
Mohammad Malekzadeh
Senior Researcher and Technical Lead, Rytmo
Results
Daryna P.
Project Manager
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