Mobile Coming Soon
This case study is optimised for desktop. A mobile experience is on the way.
S-Collective was generating strong traffic, but there was an opportunity to better convert that interest into action through clearer messaging, earlier trust signals, and more direct conversion paths.
Full UX and CRO audit across messaging, hierarchy, trust, and mobile performance — followed by a complete redesign.
40% increase in conversion, 52% reduction in mobile drop-off, and highest single-month revenue in month three.
S Collective is a Plano, TX motorsport lifestyle brand with strong traffic but a low-converting funnel. We led a full UX/UI redesign—rebuilding information architecture, user flows, and visual identity—delivering a 40% increase in customer acquisition within 90 days.
S Collective had a strong brand and real traffic. The opportunity was to align the experience more closely with how high-intent visitors make decisions — through clearer hierarchy, trust placement, and conversion structure.
A mobile-first redesign focused on conversion psychology—simplifying navigation, rebuilding service pages, and introducing trust signals at key decision points.
The redesign increased conversion by 40% within 90 days, with mobile drop-off reduced by 52%. By month three, S Collective reached its highest monthly revenue to date. — Impact of the S Collective redesign, 90-day post-launch review
I conducted a UX and conversion audit to identify opportunities to improve clarity, trust, and conversion performance.
The goal was to assess how effectively the experience supports user decision-making.
Key Focus Areas
The audit focused on three critical areas.
Organizing audit findings to identify patterns across messaging, hierarchy, and conversion flow. — Website Audit v1.1, December 2025
The homepage created a strong visual impression. We identified an opportunity to pair that with clearer messaging around what S Collective offers, who it serves, and what visitors should do next.
This lack of clarity introduced early friction, forcing users to interpret the offering and reducing engagement.
Download Full UX Audit (PDF)
The hero section was visually compelling. We saw an opportunity to add a clearer value proposition and primary CTA to better guide first-time visitors.
Key Observations:
Without a clear value proposition or visible next step, users are forced to self-navigate. This increases friction early in the experience and reduces conversion potential. — Audit Finding #1
Core services were hidden behind a horizontal carousel, requiring interaction to discover. High-value offerings risked never being seen.
Key Observations:
Hiding core services behind interaction increases cognitive load and reduces clarity. Users should be able to scan all offerings instantly without requiring input. — Audit Finding #2
Trust signals were buried below the fold, delaying credibility at the moment users form their first impression.
Delayed trust validation increases hesitation for high-value services. Credibility signals are most effective immediately after the hero, where users are deciding whether to continue. — Audit Finding #3
~80MB of hero video assets caused significant mobile load delays, preventing content from reaching users at the most critical entry point.
Performance degradation occurred before value or trust could be communicated, causing users to drop off prior to reaching meaningful content.
Slow load times introduced friction at the first interaction, reducing engagement and increasing early abandonment. In service-based businesses, delayed visibility directly limits inquiry generation and conversion potential. — Audit Finding #4
Personas were key to understanding and segmenting distinct user intents, guiding content prioritization, trust placement, and conversion strategies.
High-value client focused on protection, quality, and trust.
Needs premium credibility + proven results
Performance-driven user seeking technical expertise.
Needs clear capabilities + engineering-level communication
Exploring upgrades with lower confidence.
Needs education, reassurance, and guided entry points
These intent profiles informed content hierarchy, trust placement, and conversion positioning across the experience.
These findings compounded across the experience—reducing clarity, delaying trust, and limiting conversion at every stage.
They directly informed the redesign strategy: improving clarity, surfacing trust earlier, and creating accessible conversion pathways.
The redesign focused on three levers: clarifying the value proposition, surfacing trust earlier, and reducing friction across the conversion path.
Five friction points limited conversion across the experience:
Six principles guided every layout, content, and interaction decision.
Every entry point must answer: what is this, who is it for, and what should I do next.
Credibility signals must lead conversion—not follow it.
Services must be scannable without requiring interaction.
Support both high-intent and exploratory users with matched conversion paths.
Each section earns the next scroll—no dead ends, no decision fatigue.
Load speed is a UX decision—optimised for mobile first.
The navigation was redesigned around user intent, prioritizing core services and reducing ambiguity in category structure. The logo was repositioned to strengthen brand recognition, and both primary and secondary CTAs were introduced to support immediate action and concierge-style engagement.
Unclear hierarchy and generic labels → Requires interpretation before action
Clear service grouping and elevated CTA → Enables fast scanning and immediate action
Key Improvements
The revised navigation reduces friction and enables users to move from discovery to action without hesitation.
The hero was redesigned to prioritize clarity before visual styling, using wireframe exploration to define structure, messaging, and conversion hierarchy. Early concepting focused on making the value proposition, trust cues, and primary actions easier to understand at first glance.
Component-first planning helped define the information hierarchy before visual design began.
Rapid iteration refined layout, messaging, and CTA placement before moving into final UI.
A more effective structure would:
Key Improvements
The final hero translates early wireframe decisions into a clearer, trust-building first impression with a stronger path to action.
The redesigned service grid eliminates interaction friction, making every core offering immediately visible and scannable at a glance.
Hiding primary services behind interaction introduced friction and delayed decision-making. Core services should be immediately visible and scannable without requiring clicks.
A static, scannable service grid was introduced to prioritize clarity and fast discovery. More dynamic layouts were reserved for deeper storytelling further down the page.
Brand authority positioned early reduces hesitation and increases CTA engagement before users are asked to act.
The homepage had no immediate conversion path, requiring high-intent users to scroll or navigate before taking action.
Delaying access to conversion points increases friction and drop-off during peak interest. High-performing service sites surface CTAs early and repeatedly to capture intent before it decays. — Brand Authority Finding
The redesign moved from concept to delivery across a structured six-week sprint — coordinating visual design, development handoff, and content migration in parallel.
The redesigned site launched on schedule with zero critical issues. Within the first 30 days, form submissions increased by 40% — matching the projected target established in research.
Five principles I'll carry into every future project — distilled from what worked, what didn't, and what I'd approach differently.
Starting with user interviews revealed that the homepage's biggest problem wasn't visual — it was structural. Without research, the redesign would have addressed symptoms instead of causes.
Early brand workshops with the S Collective team prevented mid-sprint pivots. Every design decision had a shared reference point — which made feedback faster and revisions fewer.
Designing mobile-first forced hierarchy decisions that improved the desktop layout too. The constraint became a feature — shorter copy, clearer CTAs, tighter flow.
Every image, font, and animation has a load cost. Keeping this in mind during design — not just in handoff — resulted in a site that felt as fast as it looked.
Setting success metrics before launch kept post-launch analysis honest. The 40% form increase was meaningful because we defined what success looked like before the site went live.
This project reinforced that great UX is a process discipline — not a visual style. The most impactful decisions happened before a single frame was opened in Figma.