As the over 50 age group quickly ascends to the majority, it becomes increasingly important to provide solutions specifically for this community. Enter Lakeview PTP, an eCommerce website that provides physical therapy products specifically for active adults over 50 years old.

While health and fitness sciences have allowed us to stay at our physical peak longer, members of this age group still have specific needs. Those over 50 years old are much more prone to exercise-related injuries and participate in much more low-impact based fitness and physical therapy activities.

Lakeview PTP aims to provide these communities with a website where appropriate products can be easily found and securely bought.

While considering insights gained from interviewing the target demographic, as well as from auditing both direct and indirect competition, it became clear that most websites offering physical therapy products were unreasonably busy in layout. Since these products can vary greatly in both functionality and purpose, the most important goal became overcoming this challenge. Since physical therapy falls under the general health sciences umbrella, it also made a lot of sense to aim for a clean, clinical aesthetic.

Early wireframes (to the right) show the attempt to solve this problem from early ideation through graphic layout alone, and then supported later with a clean color scheme, typeface collection, and graphic hierarchy.