KVF
A personal trainer from Texas with a real audience and no product to sell it. Courses had no structure, videos had no platform, customers had nowhere to purchase. This is not a website project — it's a digital product built from a person's expertise.
An audience is not a business
Kasey had reach, trust, and expertise — all locked inside Instagram. Workout courses existed as content, not as products. Premium videos had no home. When a follower was ready to pay, the answer was "DM me." The audience scaled; the business couldn't.
Expertise without a product
- All discovery, trust, and sales inside one Instagram account
- Courses = scattered content, no structure or pricing
- Payments negotiated in DMs, videos delivered ad hoc
- Zero owned marketing channels
A structured paid digital product
- Branded platform where visitors discover, understand, and buy
- Programs packaged with structure, pricing, and a trial week
- Paid video-course experience with progress tracking
- Owned mailing list built by the registration gate
The platform is the funnel
The information architecture wasn't decorated with a shop — it is the sales funnel. Every screen has one job in the journey:
The audience arrives from her feed — brand photography keeps Kasey recognisable
Landing
Programs packaged as products: structure, outcomes, pricing
Try
Free trial week with progress tracking — experience before payment
Purchase
Email-gated registration → passcode → purchase flow
Membership
Video platform: courses, progress tracking, content that sustains trust
The email gate does two jobs at once: it controls access to premium content and builds the first marketing channel the business actually owns.
The product, on its shelf
- First screen sells the transformation, not the trainer's biography
- Programs presented as products — cards with structure and clear pricing paths
- Trial week is the primary CTA — lowest-friction entry into the funnel
- Brand photography throughout — the person stays central, the product stays structured
From follower to member in four screens
Program page
Offer packaged with structure and outcome — "what you get, what changes"
Email registration
Visitor receives a passcode and link — access controlled, list grows
Purchase
Paid access to the full program — a real transaction, not a DM negotiation
Membership experience
Embedded video courses with progress tracking — paid content that feels like a product
Built for where the audience actually is
The audience arrives from Instagram on a phone. Every step of the journey — discovery, trial, registration, purchase, video playback — was designed mobile-first.
Personal expertise became a product that sells itself
The shipped platform closed the loop Instagram never could: visitors discover the trainer, understand the offer, purchase access, and consume premium content — in one owned system, with applications and course purchases flowing through it. The mailing list gave the business its first owned marketing channel.
"Before: 'DM me for the program.' After: a product that sells and delivers itself."
Revenue and list-size figures are the client's private data — outcomes stated qualitatively.
Role
Brand, product packaging, funnel, platform design & build
Platform
Squarespace, extended past standard limits with custom code
Deliverables
Identity, website, purchase flow, paid video platform, blog
Status
Shipped — live product
Design the business model, then the pages
The most valuable design work happened before any screen: deciding what is free, what is gated, what is paid, and how a visitor moves between those states. Once that architecture existed, the visual design had a job to do — and did it.
Related: Social Organizer — communication architecture; the Design Archive — identity systems and web products.
Why it was built this way
Trial week as the front door
ReasonFitness is bought on belief. Letting people experience the method — with progress tracking — converts better than any sales page.
Email gate before free content
ReasonOne mechanism, two jobs: access control for premium content and the first marketing channel the business actually owns.
The person stays the brand
ReasonThe audience follows Kasey, not a logo. The system structures her presence instead of replacing it.
Mobile designed first, desktop second
ReasonThe entire funnel starts on a phone inside Instagram. Every step was designed for that reality, not adapted to it.