SPIN VFX's website wasn't converting visitors into leads or effectively showcasing their portfolio of work. Despite being an industry leader, their digital presence was undermining business goals.
High bounce rate
68%
on project pages
Low conversion rate
2.1%
for contact inquiries
73%
of traffic on mobile with poor mobile experience
Average session duration
47s
Primary Users
Creative directors, producers, and showrunners researching VFX partners
Primary Goal
Evaluate studio capabilities and credibility before reaching out
Critical success factors
Portfolio quality, technical capabilities, cultural fit
Increase qualified lead conversion by
35%
Reduce bounce rate on project pages by
40%
Improve mobile engagement metrics by
50%
Support recruitment with culture content
Information Architecture Redesign
Before
After
Result
52% reduction in navigation-related exits
Actions
Project Discovery Experience
Before
After
Designed an interactive project grid with advanced filtering
Result
64% increase in projects viewed per session (2.1 → 3.4)
41% decrease in exit rate from portfolio pages
Actions
Multi-select filters with real-time results (Genre, Platform, Year, Service)
Large hero images showing key frame from each project
Hover states revealing project metadata without clicking
"Sort by" options: Recent, Alphabetical, Most Viewed
Mobile-First Redesign
Problem
73% mobile traffic with 68% bounce rate on mobile
Solution
Ground-up mobile-first responsive redesign
Actions
Optimized image loading (lazy load, WebP format, responsive images)
Touch-friendly UI with 44px minimum touch targets
Simplified navigation with hamburger menu and smart defaults
Progressive disclosure patterns for complex content
Results
Mobile bounce rate: 68% → 39% (43% improvement)
Mobile conversion rate: 0.8% → 2.7% (238% improvement)
Page load time: 8.2s → 2.1s (74% faster)
Business Impact
Lead conversion rate: 2.1% → 3.8% (+81% increase)
Bounce rate: 68% → 42% (38% reduction)
Average session duration: 47s → 3m 12s (+306% increase)
Pages per session: 2.1 → 4.7 (+124% increase)
Engagement Metrics
Project views per session: 2.1 → 3.4 (+64%)
Contact form submissions: +89% overall
Mobile engagement: Bounce rate improved 43%, session duration +284%
Return visitor rate: 12% → 23%
Business Outcomes
Contributed to 3 major contract wins in first 6 months post-launch
Improved studio's competitive positioning in RFP processes
Strengthened brand perception with clients and talent
Reduced sales cycle by providing better self-service resources
What Worked
Mobile-first approach paid dividends given 73% mobile traffic
Advanced filtering gave users control without overwhelming them
Rich project context significantly improved conversion rates
What I'd do differently
Conduct more extensive usability testing pre-launch
Implement A/B testing framework from day one
Build more robust analytics instrumentation for micro-interactions
This project reinforced that great product design requires balancing business goals, user needs, and technical constraints. By focusing on measurable outcomes and user-centered design principles, we transformed SPIN VFX's website from a digital brochure into a strategic business tool that drives leads, supports recruitment, and properly showcases world-class work.
The redesign demonstrates that even in creative industries, data-driven design decisions and clear success metrics are essential for proving impact and continuously improving the product.
