Platform:
Squarespace
Agency:
UpSpring PR
Platform:
Squarespace
| Agency:
UpSpring PR
The Soake Pools website was one of the largest and most complex digital experiences built at UpSpring, designed to balance visual immersion with clarity around a highly customizable product. I focused on helping users understand layered customization without feeling overwhelmed, pairing rich visuals with clear structure and progressive disclosure informed by research into luxury home, spa, and lifestyle brands.
The result is an experience that supports both inspiration and practical decision-making, and became a key driver for the client’s paid advertising efforts with a reported 100× return on ad spend.
Updated branding, guidelines, and language was falling out of step with the plain aesthetic of the site.
Choosing from size, tiles, steps, and coverings left users with incredibly long page scrolls and few visuals.
Plunge pools, gardens tubs, partners, and contractors were using the same pages. Either over or underwhelming the audience.
A core UX challenge was presenting Soake’s phased customization options in a way that felt intuitive rather than technical. I addressed this with a dynamic phase selector that updates imagery based on user choices, making a complex configuration process immediately clear and visually engaging.
Imagery and language are universally aligned to the updated to match the updated tone and branding. Animations are designed to smoothly transition, gradients are intentionally utilized on longer page sections to merge sections, while some backgrounds and the footer sport a caustics animation.
