Northwind — SaaS Platform Redesign
We unified Northwind's marketing site and product dashboard into a single, fast, on-brand experience — and turned trial signups into paying customers.
A disjointed experience losing trials
Northwind Cloud had grown fast, but their digital experience hadn't kept up. The marketing site and product dashboard were built by different teams, looked unrelated, and loaded slowly. Trial users dropped off before activation because the first-run experience was confusing and the docs were buried.
Fragmented identity
Marketing site and product UI felt like two different companies
4.5s+ load times
Average page load over 4.5 seconds on mobile devices
11% activation
Only 11% of trial users activated within 7 days of signup
No design system
Every change was slow and inconsistent across the product
One system, one brand, one fast experience
We rebuilt the marketing site and dashboard on a shared headless architecture and design system, then redesigned onboarding around the aha moment.
Unified design system
A single component library serving both marketing and product, so the brand felt continuous end-to-end.
Headless & edge-rendered
Next.js on the edge with incremental static regeneration cut load times by 68%.
Onboarding redesign
A guided first-run flow surfaced the aha moment within 3 minutes, with contextual help.
Metrics that moved
Tech stack
"Webfix rebuilt our marketing site and product onboarding in eight weeks. Activation jumped 60% and our team can finally ship content without engineering."
VP Product, Northwind Cloud
Atelier — Shopify Plus Storefront
A custom Shopify Plus storefront that matched Atelier's editorial brand — faster, more shoppable, and built to convert on mobile.
A premium brand in a generic shell
Atelier Studio's clothing was luxury, but their Shopify storefront used a stock theme that undersold the brand. Mobile checkout was multi-step and slow, and product photography was cramped in rigid grids. Returning customers had no quick reorder path.
Stock theme mismatch
Generic Shopify theme couldn't express the editorial brand voice
5-step checkout
Mobile checkout took 5+ steps and 9 seconds to load
$84 AOV ceiling
Average order value stagnating with no growth in sight
No upsell logic
No cross-sell or upsell logic in the cart to lift AOV
A storefront worthy of the brand
We built a custom Shopify Plus theme with editorial layouts, a one-page mobile checkout, and smart upsell logic — all on a headless Hydrogen front end.
Editorial custom theme
Full-bleed imagery, lookbook collections, and motion that matched the brand's print aesthetic.
One-page mobile checkout
Shop Pay acceleration and a condensed checkout cut mobile friction dramatically.
Smart upsell engine
Cart and product-page upsells driven by inventory and bundle logic lifted AOV 24%.
Metrics that moved
Tech stack
"Our Shopify store finally looks like our brand. Mobile conversion is up 38% and average order value climbed 24% in the first quarter after launch."
Founder, Atelier Studio
Verdant — Organic SEO Growth
A technical and content SEO program that took Verdant Wellness from page 2 to the top 3 — and made organic their biggest revenue channel.
Great products, invisible in search
Verdant Wellness made genuinely effective supplements, but their site was technically messy and their content was thin. They were stuck on page 2 for their highest-intent keywords and depended on paid ads for almost all acquisition.
Page 2 stagnation
Core product keywords stuck on page 2 of search results
Thin content
Duplicated, shallow content across all product pages
Poor Core Web Vitals
Slow, render-blocking pages failing vital metrics
Weak backlinks
Almost no referring domains — no authority signals
Technical fixes plus a content engine
We cleaned up the technical foundation, rebuilt the content around search intent, and launched a digital-PR link building program in parallel.
Technical overhaul
Schema markup, render-path fixes, and Core Web Vitals optimization across every template.
Intent-led content
90+ new guides and refreshed product pages mapped to commercial and informational intent.
Digital PR & links
Outreach to health and wellness publications earned 180+ referring domains in 12 months.
Metrics that moved
Tech stack
"We went from page 2 to the top 3 for our most valuable keywords. SEO is now our biggest revenue channel and it keeps compounding."
CEO, Verdant Wellness
Harbor — WordPress Publishing Platform
A lean, hardened WordPress rebuild that gave Harbor's editors a fast workflow and readers a snappy, reliable news experience.
A bloated stack weighing down the newsroom
Harbor News had run on WordPress for years, accumulating 40+ plugins, conflicting page builders, and a theme patched into fragility. Pages took 5+ seconds to load, editors fought the CMS, and readers were bouncing.
40+ plugins
Overlapping functionality and constant conflicts between plugins
5s+ load time
Average article load time over 5 seconds on desktop
Editor bottleneck
Editors needed developer help for simple layout changes
Recurring fires
Downtime and security patching fires on a monthly basis
Less plugins, more Gutenberg
We rebuilt on a custom Gutenberg block theme, replaced 40 plugins with 6 purpose-built ones, and moved media to a CDN with aggressive caching.
Custom block theme
Editors assemble stories from a curated set of branded blocks — no code, no page builder.
Plugin rationalization
40+ plugins cut to 6 hardened, audited ones — fewer conflicts, fewer security holes.
CDN & caching layer
Edge caching and a media CDN dropped article load time from 5s to 1.3s.
Metrics that moved
Tech stack
"Webfix cut our plugin sprawl in half and gave our editors a block editor they actually enjoy. Readers stay longer and our pageviews are up over 50%."
Editor-in-Chief, Harbor News
Pulse — Social & Email Growth Engine
A social and email growth engine that turned Pulse Fitness's loyal following into a predictable, owned revenue channel.
A following with no owned revenue
Pulse Fitness had a passionate social following but almost no owned channel revenue. Email was an afterthought — a single newsletter blast with no segmentation — and member churn was climbing as onboarding went silent after sign-up.
One-size-fits-all email
A single undifferentiated blast — no lifecycle, no segmentation
Rising churn
Member churn climbing as new signups got no onboarding nurture
No content calendar
Social content was sporadic with no calendar or repurposing
Zero attribution
No way to measure which channels drove membership revenue
A sustainable social + email engine
We built a segmented lifecycle email program, a content calendar with repurposing built in, and attribution that tied every channel back to membership revenue.
Lifecycle email flows
Welcome, re-engagement, and win-back flows segmented by membership stage and behavior.
Content calendar
A 90-day calendar with repurposing rails — one pillar piece became 12 social posts and 3 emails.
Revenue attribution
UTM and CRM tagging tied every email and social touch to membership revenue and churn.
Metrics that moved
Tech stack
"Webfix built a social and email engine we can actually sustain. Email is now a third of our revenue and churn is down 19%."
CMO, Pulse Fitness
Summit — Fintech App UX Redesign
A complete UX redesign of Summit's mobile banking app — simplifying complex financial flows into an intuitive, trustworthy experience that users actually love.
Powerful features nobody could use
Summit Banking had built a feature-rich mobile app, but every user test ended in frustration. Transfers took too many steps, investment views were buried, and the dashboard overwhelmed new users. App store reviews mentioned confusion more than any bug.
7-step transfer
Sending money required 7 taps through a maze of screens
Hidden investments
Portfolio views buried three menus deep with no summary
3.1 app store rating
Reviews cited confusion and complexity over and over
41% drop-off
41% of new users abandoned onboarding before completion
Clarity over complexity, trust over features
We rebuilt the app around a single home dashboard, a 3-step transfer flow, and a progressive onboarding that earned trust step by step — validated with weekly user testing.
Unified dashboard
A single home screen with balances, recent activity, and one-tap access to every core action.
3-step transfers
A streamlined flow cut transfers from 7 taps to 3 with smart recipients and biometric confirm.
Progressive onboarding
A guided setup revealed features contextually, building confidence before asking for more.
Metrics that moved
Tech stack
"Webfix redesigned our app from the ground up. Onboarding completion jumped 57% and our app store rating went from 3.1 to 4.8. The user testing process they ran was worth every penny."
Head of Product, Summit Banking
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