Redesigning and boosting engagement on the Studio Soren website
Overview
While working at Studio Soren as Principal Product Designer, I led the complete design overhaul and strategic direction of their core website, using analytics, behavioural insights, and UX best practices to improve engagement, strengthen storytelling, and increase leads.
The result was a more refined and conversion-focused experience that significantly boosted user interaction and average session duration.
- My role
- Principal Product Designer
- Core team
- 4 people
- Prin. Product Designer
- Product Designer
- UX Content Writer
- Founder
- Methods
- Product Design
- User Analytics & Data
- Framer Development
- Tools
- Figma
- Framer
- Miro
Results
boost in engagement with key content
increase in new leads and several conversions
boost in avg. session duration to 10min 48s
A new direction
Studio Soren’s website no longer reflected the quality of its work or gave project outcomes enough prominence.
I began by reorganising the content around what prospective clients needed to understand, then explored an early design direction.
Learning from the live site
After we aligned on a more concrete draft, we launched the redesigned site. I then added Contentsquare to see whether visitors were reaching and engaging with the work and outcomes we had brought forward.
Scroll, click and attention data guided the next round of improvements.
What grabbed attention?
Despite overall drop-off, three credibility signals attracted the most attention on the page from our users:
- The comparison between Studio Soren and other options.
- The reviews of Studio Soren by clients.
- The big brands logo's near the top of the page.
Applying the findings
Based on the behavioural data, I prioritised two key changes to reduce friction and surface high-value content earlier in the experience:
- Lean into big brand logo use, enhance their power with brands colours, and then overhang brand cards just over the fold to make them more visible.
- Reduced the vertical footprint of case study content to improve scanability and minimise unnecessary scrolling.
Redesigning the hero
Because a significant proportion of visitors were leaving from the hero section, I revisited the messaging and visual hierarchy to better communicate the studio's value proposition immediately.
The final product
The final website combined a stronger visual identity with a more effective content hierarchy, shaped by both stakeholder input and real user behaviour.
The result was a more engaging experience that increased content consumption, strengthened trust, and generated new business opportunities.
