Friction
A site that needed to grow up
We designed StretchDollar's first website to support their early growth. Since then, their audience has widened, and the site still spoke mostly to small-business owners.
The brief this time: make it more mature, speak to brokers too, and keep the approachable character people already liked.
Calibration
Brokers first, small businesses still welcome
We restructured the site around brokers and kept clear paths for small-business owners and their employees. The look got more grown-up, the architecture got simpler, and we cut what was no longer needed. The plain-English tone stayed, Dolly included.
Build
What we built
We rebuilt the public site from the ground up:
- Broker section: An overview, a portal page and an ICHRA guide written for brokers.
- Interactive budget calculator: Lets employers work out an ICHRA budget instantly, no login needed.
- State-by-state guides: ICHRA guides and legal pages built as CMS templates, so the team can add new states without a developer.
- Animated Dolly: Their mascot and Head of Stretching now peeks around corners and wags her tail across the site.
- Performance and motion: GSAP-driven interactions, Core Web Vitals work and an accessibility pass.
Velocity
Grown up, still friendly
StretchDollar now speaks to brokers without losing the straight-talking education small-business owners came for.
It looks more mature, it's easier to navigate, and Dolly is busier than ever.
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