Case Studies
Kirsten Conner
My Role
Brand Design, Web Design, Webflow Dev
Team
Michael Draper: UX Copywriting, SEO
Year
2022
Overview
A prolific member of Seattle's Interior Design community, Kirsten Conner has been beautifying residential spaces in the Seattle area for nearly two decades. Designing bespoke homes that capture each owner's unique story, Kirsten's work encompasses new build construction to exciting room refreshes. Two Wolves led an extensive website migration and redesign, highlighting her offerings and portfolio with a modern, dynamic, mobile-friendly website. In addition, we completely overhauled her visual identity with a fully responsive logo kit.
Challenge
Diverse Portfolio and Elevated Aesthetic to Reposition in the Market
As Kirsten's competitors increased, so did similar services and lower prices. Meanwhile, I observed a gap in the number of interior designers catering to higher-income clients. So I repositioned Kirsten's services by rehauling her marketing strategy and elevating brand appeal and user experience. Kirsten hired Two Wolves to migrate her website to Webflow and improve the site's accessibility, mobile-friendliness, and back-end functions by implementing a comprehensive CMS to a dynamic, brand-forward website.
Solution
Attract and Engage her Target Audience and Elevate Brand Appeal
Two Wolves knew the website was crucial for reaching Kirsten's ideal clients. This project wasn't just a redesign. It was a chance to elevate Kirsten's brand and simplify the user journey. Through prototyping, testing, and user surveys, we made recommendations for highlighting her offering and communicating her abilities and new position in the market. I optimized Kirsten's client journey, starting with the site map and information architecture. I mapped every page and component of the site to the user's needs, giving her clients a clear path forward and nurturing them through impactful content, including a robust CMS outlining her portfolio, awards, blog, social proof, and transformations.
I overhauled her entire visual identity as well. The new mark is a modern and clean monogram with a neutral, subdued palette that blends nicely with the myriad of projects and palettes featured on the site.
Result
Building Brand Equity and Improving Overall User Experience
A more strategic focus and elevated aesthetic have improved the website user experience and strengthened brand equity. As a result, Kirsten can easily engage the right clients, increasing inquiries and retention that directly support her business goals. These improvements have also increased the number of online and periodical features and contributions, further cementing her position and authority in the market.
8.6%
Increase in time visitors spent on the website
90%
Increase in digital and print features
