As part of the creative team tasked with redesigning and developing the Subsplash marketing website, I was challenged with a difficult responsibility: to increase user engagement while also improving loading times. This was a top priority, as all leads that fuel company revenue come through the website. 

To help achieve this, we needed to migrate to a more robust web platform like Webflow, but this presented a huge risk as we could lose traffic and hurt our Search Engine Optimization in the process. However, through extensive planning and careful testing, putting special attention to measuring our web core vitals at every step of the process, and ensuring we were always following SEO best practices, we were able to achieve a successful migration without experiencing any significant decline in traffic during the migration period.

To increase engagement, I created dozens of animations and interactive experiences across the site using Lottie animations, a vector-based animation format based in JavaScript Object Notation “JSON”. Implementing this required extensive knowledge in JavaScript, HTML/CSS, and animation tools such as After Effects. My goal was to create a user experience that felt unique and engaging. 

Apart from using the Lottie animation protocol, we carefully developed design layouts throughout the site to make it more visually appealing and easier to navigate. This attention to detail paid off, as even new users were able to quickly find what they wanted without any assistance or confusion. 

As soon as we launched the new design, we noticed an increase in engagement from our users. Subsplash customers now had access to faster loading times and a more engaging experience on our website.

The response was overwhelming. We received an influx of positive feedback from customers about how easy it was for them to navigate and interact with the new site. This increased engagement led to tripled the conversion rate in comparison to the old site.

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