CASE STUDIES

Dusty & Co:
A mobile-first website redesign for class discovery and booking

Dusty & Co:
A mobile-first website redesign for class discovery and booking

Dusty & Co:
A mobile-first website redesign for class discovery and booking

With 80.7% of visitors coming from mobile, I redesigned Dusty & Co’s website, information architecture, and visual identity around a mobile-first experience.

With 80.7% of visitors coming from mobile, I redesigned Dusty & Co’s website, information architecture, and visual identity around a mobile-first experience.

CONTEXT

Client Project · Pottery Studio Website Redesign & Rebrand

ROLE

Sole Product & Brand Designer
Wix Studio build

Sole Product & Brand Designer
Wix Studio build

SCOPE

Research & Analytics · IA & UX/UI Design · Brand Identity · Usability Testing · Wix Studio Development

Research & Analytics · IA & UX/UI Design · Brand Identity · Usability Testing · Wix Studio Development

TIMELINE

Aug–Dec 2025 · Design & Build CompleteAwaiting Client Launch

Why Redesign

Interest was there. The website was losing it.
01 MOBILE-FIRST REALITY
80.7% of traffic came from mobile
Most visitors were browsing on phones, but the site was not optimized for small screens.

Most visitors were browsing on phones, but the site was not optimized for small screens.

02 conversion gap

Interest wasn’t reliably converting to bookings
High drop-off left classes underfilled, limiting booking revenue.

High drop-off left classes underfilled, limiting booking revenue.

03 owner burden
The website wasn’t answering enough on its own
Unclear information created extra questions and follow-ups.

Unclear information created extra questions and follow-ups.

Opportunity

Turn a fragmented website into a clear, mobile-first path from discovery to booking.
Turn a fragmented website into a clear, mobile-first path from discovery to booking.

Redesign Goals

Increase Bookings & Revenue
Reduce Administrative Burden
Strengthen Brand Identity

Existing Experience

Bold personality, but hard to navigate.
Bold personality, but hard to navigate.
Overwhelming & Flat Hierarchy
Overwhelming & Flat Hierarchy
Too much competes for attention.

Too much competes for attention.

Unclear Path to Booking
Unclear Path to Booking
Key booking actions get lost.

Key booking actions get lost.

Fragmented Wayfinding
Fragmented Wayfinding
Users jump across pages and systems.

Users jump across pages and systems.

What We Learned

Testing revealed that the problem wasn’t simply visual clutter. Users were struggling to understand their options, find the information needed to decide, and stay oriented through booking.

Current Website Data Insights Signals that shaped product direction

Current Website Data Insights Signals that shaped product direction

DATA SIGNAL 1: traffic
80.7% of visits came from mobile

80.7% of visits came from mobile

DATA SIGNAL 2: DEMAND + VALUE
33% → Try Class
11% → Semester Class

33% → Try Class
11% → Semester Class

DATA SIGNAL 3: CONVERSION FRICTION
2,621 homepage visits → 13 completed bookings
2,621 homepage visits → 13 completed bookings

User Insights From observation to strategy

User Insights
From observation to strategy

insight 1
Choosing was harder than it should be
Users struggled to understand the differences between offerings, class types, and what was right for them.
Product direction
Organize around how people choose
insight 2
Booking felt disconnected
Different pages, flows, and external handoffs made users unsure where they were in the journey.
Product direction
Create a more coherent path to booking
insight 3
People lacked the information to decide confidently
Users could find information, but not always the right information in the right place to compare options and feel ready to commit.
Product direction
Surface decision-critical information earlier

Redesigning the Experience

01 Homepage

The redesign
Guide visitors to the right starting point
Prioritize the highest-intent pathways and surface the information people need to understand their options and move forward.

Prioritize the highest-intent pathways and surface the information people need to understand their options and move forward.

Clearer Navigation
Clearer Navigation
Consolidated fragmented navigation into clearer, intent-based categories.

Consolidated fragmented navigation into clearer, intent-based categories.

Easier Class Discovery
Easier Class Discovery
Surfaced high-demand, high-value classes upfront with clear, immediate booking actions.

Surfaced high-demand, high-value classes upfront with clear, immediate booking actions.

Stronger Brand Identity
Stronger Brand Identity
A more cohesive visual system reflects the studio’s personality and builds trust.

A more cohesive visual system reflects the studio’s personality and builds trust.

Architecture Information
Consolidate into intent-based categories
previous IA:
New IA:

02 Class Discovery

tRy class
Make a low-commitment class easy to book
Give first-time visitors the essential context upfront, then move quickly into Wix’s native schedule selector for a direct path to booking.

Give first-time visitors the essential context upfront, then move quickly into Wix’s native schedule selector for a direct path to booking.

Quick Orientation
Quick Orientation
Essential class details are surfaced before scheduling.

Essential class details are surfaced before scheduling.

Direct Booking Path
Direct Booking Path
The native Wix scheduler supports a fast, low-friction commitment.

The native Wix scheduler supports a fast, low-friction commitment.

Anchor Navigation
Anchor Navigation
Category chips let visitors jump directly to the section they need.

Category chips let visitors jump directly to the section they need.

semester class
Design a class system that scales
Organize multi-week classes by technique first, helping visitors narrow their options and compare the right classes with confidence.

Organize multi-week classes by technique first, helping visitors narrow their options and compare the right classes with confidence.

Clear Class Grouping
Clear Class Grouping
Wheel Throwing, Hand Building, and Wheel + Hand create an intuitive first filter.

Wheel Throwing, Hand Building, and Wheel + Hand create an intuitive first filter.

Easier Comparison
Easier Comparison
Consistent class information helps visitors evaluate options side by side.

Consistent class information helps visitors evaluate options side by side.

Built to Scale
Built to Scale
The grouped system can accommodate more classes over time without turning the page back into a flat list.

The grouped system can accommodate more classes over time without turning the page back into a flat list.

What changed
Previous Semester Class Page:
Structure Explorations
Option A · Split layout
Option B · Vertical grouping (selected)

03 Membership

the redesign
Support both quick action and deeper consideration
Lead with a concise membership snapshot and immediate CTA, then provide the details people need to evaluate the commitment before offering a second path to join.

Lead with a concise membership snapshot and immediate CTA, then provide the details people need to evaluate the commitment before offering a second path to join.

Quick Snapshot
Quick Snapshot
Key benefits and value are visible immediately.

Key benefits and value are visible immediately.

Progressive Detail
Progressive Detail
More information appears as visitors continue exploring.

More information appears as visitors continue exploring.

Timely CTAs
Timely CTAs
Join actions appear both before and after deeper consideration.

Join actions appear both before and after deeper consideration.

Visual Design & Rebranding

Brand direction
Keep the personality, make it easier to use
Keep the personality, make it easier to use
Create a playful, welcoming digital experience that reflects Dusty & Co.’s vibrant creative community while making the site easier to navigate and trust.
Create a playful, welcoming digital experience that reflects Dusty & Co.’s vibrant creative community while making the site easier to navigate and trust.
Brand traits
Playful · Genuine · Casual · Youthful · Community-driven
Playful · Genuine · Casual · Youthful · Community-driven
Playful · Genuine · Casual · Youthful · Community-driven
elements
Vibrant Green · Typography · Graphic Motifs · Illustration · Consistent Photography Style
Vibrant Green · Typography · Graphic Motifs · Illustration · Consistent Photography Style
Vibrant Green · Typography · Graphic Motifs · Illustration · Consistent Photography Style
previous visual system
new visual system
BRAND APPLICATION
Social Media & Marketing
Extended the visual system into a flexible social media template set for studio stories, offerings, events, and community content.

Strategic Delivery

What I Delivered

01 Redesign
Responsive Website Redesign
End-to-end responsive web experience covering the Homepage, Try Class, Semester Class, and Membership flows.

End-to-end responsive web experience covering the Homepage, Try Class, Semester Class, and Membership flows.

02 restructure
Information Architecture
Scalable navigation model and intent-based class organization.

Scalable navigation model and intent-based class organization.

03 rebranding
Visual Identity System
Comprehensive brand guidelines, flexible social media marketing templates, and a scalable UI component library.

Comprehensive brand guidelines, flexible social media marketing templates, and a scalable UI component library.

04 implementation
Wix Studio Build
Developed the live site in Wix, connecting all scheduling workflows and preparing the platform for launch.

Developed the live site in Wix, connecting all scheduling workflows and preparing the platform for launch.

Next Steps

01 pilot & measure
Launch + measure
Track homepage-to-class progression, booking initiation and completion, mobile performance, and routine support inquiries.

Track homepage-to-class progression, booking initiation and completion, mobile performance, and routine support inquiries.

02 Expand
Complete the commerce experience
Bring the Store into the redesigned system and align product discovery and purchase with the rest of the site.

Bring the Store into the redesigned system and align product discovery and purchase with the rest of the site.

03 member portal
Refine the member portal
Migrate third-party kiln tracking and studio scheduling into a more cohesive native member experience.

Migrate third-party kiln tracking and studio scheduling into a more cohesive native member experience.

Next Project

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