BoomerangFX

A single login for an entire aesthetic practice.

BoomerangFX is an AI-powered clinic software and marketing platform for private-pay healthcare: med spas, cosmetic surgery, dermatology and other cash-pay practices. It brings four products, RUN, GROW, ELEVATE and LEARN+, under one platform, used by more than 10,000 practices in 20+ countries.

The site already existed, but the visual style was dated and didn't match where the company is now, including AUVIA™, its new AI clinic co-pilot, which had no real presence yet. The brief: take the internal team's wireframes, raise the visual system to an enterprise SaaS level, and ship a fully responsive production site in Webflow.

My role

Refining the design with Marketing and Leadership.

The team already had wireframes and a rough direction. The job was to sharpen that, not override it: walking through each section with Marketing and Leadership, and testing whether one visual system could hold four different products without feeling generic.

Process

1. 1

   Wireframe audit

   Reviewing what the internal team had already built.

2. 2

   Co-creation workshops

   Working through layout and messaging with Marketing and Leadership.

3. 3

   Visual system pass

   Sharpening type, color and hierarchy across every section.

4. 4

   Final mockups

   Locking the direction before it moved into Webflow.

5. 5

   Webflow build

   Building the site, refining details directly in the browser.

Three key decisions

01 Messaging hierarchy

What we did. Worked with Marketing to decide, section by section, which product leads and which supports, instead of giving all four equal weight everywhere.

Why. A page that treats four products as equally important treats none of them as important. Visitors need a clear entry point before they can take in the rest.

02 Enterprise, not clinical

What we did. Refined the type scale, color use and imagery so the site reads as a serious enterprise SaaS product, not a generic medical template.

Why. The buyer is a practice owner or executive comparing BoomerangFX to other growth platforms. The site has to look like the category leader it's positioned as.

03 Designing in the browser

What we did. Leadership reviewed and signed off on direction in Figma, but a fair number of refinements (spacing, copy, small layout calls) happened directly in Webflow once the build was live.

Why. Some decisions are easier to make in a real, responsive browser than a static frame. Treating Webflow as part of the design process kept the site closer to what leadership wanted.

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Built inside Webflow, structured to stay easy to maintain.

The build follows Finsweet's Client-First naming system, so anyone on the marketing team can duplicate a section, swap copy and images, and trust it won't break the rest of the page. BoomerangFX's brand system is still evolving, so the site was built on a consistent internal system, ready to absorb a more finished brand later instead of needing a rebuild.

Colors, spacing and type sizes were set up once, at the system level, before a single section was built. A brand update later means changing it in one place, not hunting through dozens of pages.

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Four breakpoints, one connected system.

Text and spacing adjust smoothly as the screen narrows, instead of jumping at fixed widths. Desktop, laptop, tablet and mobile each got their own design pass, since many of BoomerangFX's visitors browse from their phones.

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Built to feel fast for real visitors.

A hero video, product demos and animated counters can get heavy fast, so every interaction was weighed against its load cost. Real visitors, measured by Google over a 28-day window, get Core Web Vitals passing on both desktop and mobile.

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