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

  • Redesign to align with business goals

  • Customer interviews and testing

  • UX Design and Information Architecture

  • Brand and UI Design

Partners & Stakeholders

  • Studio Owners

  • Web Design Consultant

  • 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.

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SoulMind Redesign MacBook-min.jpg

Results

  • 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.

Where to start?

Business goals drove the redesign process.

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Attract new customers

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Increase orders of most

profitable products

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Streamline quote process

Who to target?

Through sales analysis:

  1. Determined most profitable products: 
Signs, Wood Stickers, Event Swag

  2. Identified customers most likely to order most profitable products:  Office Managers, Events, Small Business

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Small Business Owners

Name tags

by SoulMind

Office Managers

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Event

Caterer

Event

Planner

Award by 

SoulMind

Admin. Assistants

Research & Testing

Methodology

  1. User Interviews with repeat customers. 

  2. Remote A/B tests with potential users in target categories.

  3. In-person Usability Tests of design iterations

Findings - User Pain Points

  1. Products and services not clear.

  2. User can’t find easily what they need.

  3. In efficient quote process.

Improved Information Architecture

A single page put too much mental load on the user.

Moving to a multipage IA allows customers to find exactly what they need quickly.

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Single Page → Multipage

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Optimized UX

An Inviting Home Page

Intuitive navigation guides user through the process of working with the studio.

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Clear explanation of Services

Educates on studio capabilities and best practices leading to higher customer satisfaction.

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Targeted Customer Focused Galleries

Inspires and guides customers to profitable products.

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Quote Request Form

Detailed form streamlines the quote process, increasing productivity.

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Increased Brand Recognition

Consistent Branding across digital and print

Strategy Branding Design Marketing Small Business
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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

  • 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.