SoulMind Studios Redesign
Landing new customers, growing profits and
increasing productivity with a new website.
I was an employee of SoulMind Studios.
My Role & Responsibilities
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Redesign to align with business goals
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Customer interviews and testing
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UX Design and Information Architecture
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Brand and UI Design
Partners & Stakeholders
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Studio Owners
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Web Developer
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Existing Customers
Summary
Problem
High bounce rate due to confusing navigation and lack of clear brand voice.
Solution
New bold design with product at the forefront and clear navigation design patterns.
Results
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Doubled customers in target demographic in 6 months.
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Reduced quote to order time by 50%.
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Improved Brand Recognition through consistent branding.
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Increased revenue by 40% by refining market placement.
Where to start?
Business goals drove the redesign process.
Attract new customers
Increase orders of most
profitable products
Streamline quote process
Who to target?
Through sales analysis:
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Determined most profitable products: Signs, Wood Stickers, Event Swag
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Identified customers most likely to order most profitable products: Office Managers, Events, Small Business
Small Business Owners
Name tags
by SoulMind
Office Managers
Event
Caterer
Event
Planner
Award by
SoulMind
Admin. Assistants
Research & Testing
Methodology
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User Interviews with repeat customers.
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Remote A/B tests with potential users in target categories.
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Usability Tests of design iterations
Findings - User Pain Points
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Products and services not clear.
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User can’t find easily what they need.
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In efficient quote process.
Improved Task Flows
A single page put too much mental load on the user.
Moving to a multipage structure allows customers to find exactly what they need quickly.
Single Page → Multipage
Optimized UX
An Inviting Home Page
Intuitive navigation guides user through the process of working with the studio.
Clear explanation of Services
Educates on studio capabilities and best practices leading to higher customer satisfaction.
Targeted Customer Focused Galleries
Inspires and guides customers to profitable products.
Quote Request Form
Detailed form streamlines the quote process, increasing productivity.
Increased Brand Recognition
Consistent Branding across digital and print
Reflection and Results
Lessons Learned
Multiple pages & WordPress platform was successful in the short-term, but proved too much to keep up with for the small company without dedicated web maintenance.
Successes
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Doubled customers in target demographic in 6 months.
-
Reduced quote to order time by 50%.
-
Improved Brand Recognition through consistent branding.
-
Increased revenue by 40% by refining market placement.