Playful Experiences — Case Study

01 — Context

A creative agency whose value wasn't landing.

Playful Experiences is a creative agency that combines strategy, technology, and experiences to help SMEs and brands express their identity and connect with their audience.

The problem: the existing site didn't capture that value. The story was dispersed across social media and campaign posts, making conversion difficult. Visitors didn't know what the agency did in the first 30 seconds — and the team spent hours answering the same questions through DMs and calls.

02 — Business goals

Three measurable goals aligned with the founder.

Before any sketch, the founder and I aligned on three goals. Every design decision after that point had to serve at least one of them.

Goal 01

Consolidate digital identity

Unify the brand narrative to clearly communicate the agency's value — eliminating the dispersion across social media and the web.

Goal 02

Generate qualified leads

Design a B2B conversion funnel that filters customer needs from the first contact — reducing time spent on unqualified leads.

Goal 03

Optimize channels

Reduce dependence on DMs and calls through an information architecture that autonomously answers questions about process, timelines, and next steps.

03 — My role

Three hats in one project.

The agency's brand had a mystical tone but lacked clarity. My work had to translate that tone into a scannable narrative, give it structure, and make the site maintainable after handoff.

Role 01

UX Writing

Interpreted the brand's abstract mission into a clear narrative that could live on the home page without needing a tour guide.

Role 02

IA & Visual Design

Structured the information architecture, designed the visual interface, and ensured compliance with accessibility standards (WCAG 2.1).

Role 03

CMS & Operability

Defined CMS logic and recorded explanatory videos with a user manual so the client could operate the site independently.

04 — Research

Where the current system was leaking.

I audited the existing channels and benchmarked against agencies doing this well. Three patterns emerged:

Finding 01

Channel mismatch

High interest on social media, but the website wasn't converting that attention. Visitors scanned, didn't find a clear next step, and left.

Finding 02

No CMS in place

The team needed a CMS and editorial guidelines to keep the site updated — otherwise it would go stale within weeks.

Finding 03

Reference gap

Successful agencies use strong visual storytelling, clear before/after examples, social proof, and specific CTAs. The current site had none of these.

05 — Process

From discovery to ten weeks shipped.

The timeline was tight. I worked in two-week sprints with clear "done" criteria for each phase — so the client could see progress without getting stuck in endless revision loops.

Step 01

Discover

Audit of current channels, conversion gaps, and competitor agencies.

Step 02

Define

IA aligned with the three business goals. Content priorities agreed.

Step 03

Design

Narrative-first home, diagnostic form flow, and self-service FAQ.

Step 04

Validate

Prototype review with potential clients and the internal team.

Step 05

Ship

Handoff, CMS training videos, and post-launch adjustments based on data.

06 — Key decisions

Three design calls that moved the numbers.

Narrative-first homepage

The first section explains what the agency does in one sentence. The second goes deeper into the how. The third is an interactive grid that groups campaigns under the brand's core concepts: Expectation, Activation, Experience. No mystery, no paragraphs. You scan, you understand, you scroll.

Quick diagnostic form

Instead of a generic contact form, users answer a short sequence of questions before submitting: Are you a business, an individual, or a creative project? What's your stage? What do you want to activate?

Yes, it adds friction. But it replaces hours of back-and-forth emails with a single well-scoped inbound. The client gets context. The user gets a more useful response. Both sides win.

Playful Experiences — Diagnostic form flow

Self-service FAQ as architecture

I moved the six most-asked DM questions directly into the information architecture — with answers that are honest, not sales copy. The goal was to make the FAQ feel like the team's real voice, because the users who still reached out after reading it were the ones worth talking to.

Playful Experiences — Self-service FAQ section

07 — Business impact

What changed after launch.

Numbers measured 90 days after launch, compared to the three months before.

+20–30%

Lead conversion from social to landing

+25%

Time on Home / Services / Cases pages

2–5 / day

Completed diagnostic forms

−30%

DMs / calls for basic enquiries

First the story, then the design. Without a clear narrative, a website is just a catalog.

08 — What I learned

If I did this project again.

First the story, then the design. Without a clear narrative, a website is just a catalog of services.
Accessibility first: let users access every service and understand how it works without needing a call.
Showing results and the process shortens the sales cycle. A quick diagnostic form qualifies better than any contact field.
CMS training videos are the deliverable nobody talks about but everybody needs. Design that can't be updated is design that dies in six months.

How do you communicate what makes a creative agency different?