- Constraint
- No performance data verified, so no number appears
- Client
- Rufous & Co., a design studio with a services practice and a store
- Scope
- Strategy, design and development with the founders
- Stack
- Web, storefront
A studio site and storefront designed and built with the founders
Full-scope website design and development for a design studio with an online store. Client: Rufous & Co., A design studio running a services practice and a store.
A visitor arrives wanting to buy 1 print. Another arrives wanting to commission 6 months of design work. They land on the same page and read the same sentence, which is trying to be true for both of them and is therefore specific to neither. The buyer cannot find the price. The client cannot find the process. Both of them do the same thing, which is to scroll to the bottom, find a single contact form, and decide to deal with it later. The studio had 2 businesses and 1 door, and the door was labelled for nobody.
2 revenue lines cannot share 1 route. Somebody always loses the coin toss.
What was actually happening?
Services and product competed on every page. The portfolio was arranged for the studio rather than for a person deciding whether to hire it, so the proof took work to reach. The contact page opened with pleasantries instead of asking for the brief, which is the only thing the studio actually needed in order to reply.
Every figure below is a real capture of the live page. Each frame caps its height and scrolls inside itself, so a full-page capture can be read end to end without leaving the figure. Both frames are reachable by keyboard. Nothing here is a mockup or a drawn schematic.
1. How should a studio homepage handle 2 different buyers?
2. What does a services page need to say before it asks for the brief?
3. How should a design portfolio be arranged for a buyer?
4. Can a store share a design system with the studio site?
5. What should a contact page ask for first?
Before against after, with the measured column
| What | Before | After | Measured |
|---|---|---|---|
| Routing | 1 blended route | 2 routes, services and store | Not measured |
| Portfolio | Arranged for the studio | Skimmable in 1 scroll | Not measured |
| Contact | Pleasantries, then a form | The brief asked first | Not measured |
| Storefront | Visually detached | Same design system as the site | Not measured |
What was built?
- 2 separated routes 1 for services and 1 for the store, each with a single action.
- A portfolio built to be skimmed in 1 scroll, with the work legible before any click.
- A contact page that asks for the brief in the first field rather than the last.
- A storefront on the same design system as the site, so both revenue lines look like 1 company.
What changed, and what is not claimed?
This was a founder-led full-scope engagement covering strategy, design and development with the founders. 5 page types shipped, and each revenue line carries its own route and its own single action. No performance number is claimed for this engagement.
What this case cannot tell you
- Whether separating the 2 routes raised enquiries or orders.
- Whether the portfolio change affected time on page or enquiry quality.
- Whether asking for the brief first improved reply rates.
- Whether the storefront conversion rate moved.
The honest limitation
No analytics for this build have been verified, so no performance claim appears here. What is known is the scope: strategy, design and development, run with the founders.
This engagement runs as Website Design.
Pick a time. We set the baseline on the call.
Mobile conversion rate, AI-referred traffic and lead count, measured before any work starts. You leave with the window and the number, whether or not you hire me.
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