The International WELL Building Institute (IWBI) is a world-renowned, public-benefit corporation that promotes health and wellness through environmentally responsible building. Our website redesign project gave IWBI a modular site that improved user experience, met the full needs of product owners, and kept the integrity of the site and design intact.

International WELL Building Institute (IWBI)

UX Strategy and Design


Stakeholder Interviews

User Interviews

Needs Assessment

Persona Development

Contextual Inquiry

Customer Empathy Mapping

Customer Journey Mapping

Product Roadmap Planning & Prioritization

Workshop Design & Facilitation

Ideation and Co-Design Workshop

Branding Workshop


User Experience

User Interaction

IWBI needed Tonic to unify three existing sites (; Digital Standards; WELL Online) in order to better align their brand with new marketing messaging and to improve the overall user experience.

In the sites’ former state, IWBI’s site visitors weren’t having the best user experience possible. The new site needed to serve the organization’s marketing needs, be a resource for WELL-certified builders, and have a flexible enough design to allow the website to grow with the organization.

In addition to the redesign, there was also a need to tell a cohesive story that gave visitors a clear path to education.

Deploying Solutions

After we assessed IWBI’s needs, it was clear that the best place to start was to focus on uncovering the user’s true behavior and needs. Interviews with power users and analysis of the site analytics helped us uncover how the users truly wanted to engage with the site.

Once the research was complete, we had a collective user point-of-view (POV) that could act as the foundation for truly impactful execution. With this foundation in hand, we conducted a day-long workshop to explore how these findings translate within the brand, overall site UX, and navigation.

Together with IWBI we uncovered key customer insights and designed the tools they needed to transform their content into an impactful site that speaks to and is easy to navigate for each of their audiences.

We recommended and designed a more robust navigation system and iconography library that allowed the viewer to easily explore the site or quickly find what they are looking for. Our modular design also gave IWBI’s internal developers the ability to make quick updates to the site.

Overall Visitors Increased by


Bounce Rate Reduced to


Avg Site Sessions Increased by


Returning Users


Average Page Views

6.34 Pages


IWBI’s new UX strategy and site design has proven to have impact on their users: analytics improved; customers and IWBI workers alike have expressed their approval of the new website.


Operation Smile