Principal Product Designer
Brand refresh and website design for DePalma Studios
Client
DePalma Studios is a full-service product design agency based in Nashville, TN. DePalma focuses on delivering creative, strategic solutions that help businesses build stronger, more effective digital products.
Team
Matthew Whiting — Principal Product Designer
Ana Hill — Illustrator
Floyd DePalma — Content Strategist
Contribution
As the Principal Product Designer, I led the redesign and optimization of the entire site's user experience. Additionally, I developed and implemented a new brand direction for DePalma Studios, aligning the visual identity with the updated user experience.
Brief
The previous website acted as a substantial obstacle in the sales funnel, resulting in a ~70% bounce rate from the existing landing page. Users were redirected from DePalma's impressive Clutch profile to a lackluster web presence, causing the majority to exit the funnel prematurely.
Along with addressing the visitor bounce rate, my task was to improve and redesign the brand, UX and UI of the DePalma Studios website.
Outcomes
Within 2 weeks of the initial launch of the new website DePalma was able to decrease the bounce rate from ~70% to ~32%.
Additional metrics:
Page Views +42%
Average Session Duration +34%
Bounce Rate -38%
