Strong ChoicesE-Commerce Website, LMS App04 / 05
Expertise into experience.A wellness venture takes shape.
Guiding Strong Choices from course content to a digital business, through platform strategy, creative direction, and a website built around learning and commerce.
Courses, coaching, and everyday wellness resources brought together for Strong Choices.
Turning a practitioner’s expertise
into a digital business.
Elizabeth had developed a series of courses around perimenopause, menopause, and whole-body health. As a functional diagnostic nutrition practitioner launching a new venture, she needed a way to bring that expertise to people: a place to discover her work, choose a program, and continue learning.
My role began with helping her define what the business needed. From there, I planned, designed, and built the website, led the creative direction, and partnered with Thinkific on the app integration. I brought in content specialist Miriam L. to help Elizabeth shape the courses and lead funnels.
Three priorities shaped the work.
Build around the business.
And the person running it.
Elizabeth initially wanted to use GoHighLevel for the website and lead funnel. Working through the business and product requirements brought the longer-term needs into focus: selling programs, delivering course content, supporting a mobile app, and managing it all after launch.
I recommended Shopify with an integrated learning platform. The deciding factor was ongoing management: Elizabeth needed to be able to update and moderate her own content. Shopify, Thinkific, and ActiveCampaign gave commerce, learning, and lead generation a defined place in the setup.
From requirements to a working platform
- A website and storefront
- ShopifyThe website, program and product pages, and checkout, with a custom-developed theme.
- Courses and mobile learning
- ThinkificThe learning environment and app integration, developed in partnership with Thinkific.
- A way to reach new clients
- ActiveCampaignLead generation to support the programs, with content and funnel planning alongside Miriam L.
The recommendation considered both the customer experience and the work of maintaining it after launch.
Different ways to get support.
A clear place to start.
The offer spanned self-guided programs, personal coaching, professional certification, and products. The site needed to explain those choices while making room for visitors who were still learning about Elizabeth’s approach.
The structure gives each offer a distinct destination. Resources and the blog provide ways to explore; program and coaching pages explain the support available; the shop handles products. Existing members have a separate sign-in route to their courses.
The offer, organized
View live site (opens in a new tab)Programs
Wellness courses
- Sexy Bones
- Nervous System Reboot
- 30-Day Liver Cleanse
- 90-Day Body Composition
- 90-Day Myco Detox
- 90-Day Whole Body Detox
- 90-Day Brain Reboot
Personal support
- 1:1 Coaching
Certification
Professional education
- Perimenopause Coach Certification
Shop
Products
- Supplements
- Elizabeth’s Favorite Things
Resources
Free starting points
- Perimenopause Quiz
- Hormone & HRT guides
- Nervous system support
- Circadian rhythm guide
Further reading
- Histamine & mold eBooks
- Hormone health eBook
- Educational Resources
Blog
Lifestyle & nutrition
- Recipes
- Biohacks
- Meditations
- Workouts
Member login → Course library · Account & checkout · About Elizabeth · Contact · Policies
Redrawn from the public navigation in September 2026, with resource titles grouped for readability. It documents the current site; the original planning sitemap is available as a PDF (opens in a new tab).
Finding the balance on the homepage
Wellness, education, and commerce share the same page.
- Introduce the offerThe opening leads into featured programs and client stories, giving visitors context for the choices ahead.
- Keep it personalA dedicated founder section brings Elizabeth’s practice and perspective into the experience.
- Support explorationRecipes, articles, and exercises sit alongside products, with course access through the app below.
The sketch establishes the page sequence before visual design: an introduction, the offer, the practitioner, and useful content to return to.
An earthy expression
of strength and wellbeing.
Elizabeth wanted a dark, moody brand. I explored that direction through mood boards and color studies, using earthy tones and natural textures to connect the identity to health and nature.
Deep browns give the site its weight, while lighter stone and plaster tones create space for reading. That range lets the design move between an expressive brand introduction and the detail a course or product page needs.
Natural materials and muted photography establish the visual direction.
- Plaster#ebe3db
- Stone#a79b90
- Clay#9b8977
- Bark#58483b
- Espresso#1a1714
Five tones from the palette exploration, moving from light plaster to deep brown.
The visual direction applied across the introduction, programs, products, and founder story.
Program pages explain the commitment, articles make room for learning, and product pages bring purchase options forward. Shared type, color, and imagery keep those different tasks connected.
Bringing the website
and learning experience together.
I developed the Shopify theme and partnered with Thinkific on the app integration. Alongside the website, ActiveCampaign supported lead generation, with Miriam helping Elizabeth organize the course content and funnels.
The theme development also became an early application of AI-assisted e-commerce work. I used Shopify’s MCP server as part of the workflow, exploring prompt engineering within a live project while leading the design and development.
The course introduction, supporting detail, and enrollment options brought into a single page.
A starting point
for the conversation.
The perimenopause quiz gives prospective clients a focused introduction to Strong Choices. It sits alongside the broader website as a dedicated lead-generation experience.
Lead funnel · Content collaboration with Miriam L.A foundation for
the next stage of the business.
The work gave Strong Choices a website and storefront, a learning platform and app, and a lead-generation setup. Elizabeth’s courses became part of a wider experience that connects her practice, educational content, and products.
Planning for the founder’s day-to-day work shaped the platform choice as much as the design. The result brought the venture’s immediate needs together, with content management considered from the beginning.
A shared identity across programs, coaching, certification, resources, and the shop.
Strategy · Creative direction · DesignA Shopify website, Thinkific learning and app integration, and ActiveCampaign lead generation.
Development · Integration · Content collaboration