Platform:
Squarespace
Agency:
UpSpring PR
Platform:
Squarespace
| Agency:
UpSpring PR
The Soake Pools website is one of the largest and most complex digital experiences built at UpSpring, designed to balance visual immersion with clarity around a highly customizable product. The site needed to inspire aspiration while also functioning as a practical tool for prospective clients, the internal sales team, and industry partners.
I approached the project with a focus on helping users understand layered customization options without feeling overwhelmed. Research into comparable luxury home and outdoor brands highlighted a common tension between inspiration and usability, which informed a strategy that pairs rich visuals with clear structure and progressive disclosure. Each section was intentionally designed to guide users through decision-making while maintaining a sense of discovery.
Because the competitive landscape is relatively narrow, research extended beyond direct competitors to include high-end luxury brands and spa experiences. These references helped inform how atmosphere, visual restraint, and progressive disclosure could elevate a complex product into a more aspirational, experience-led journey.
The final experience supports both storytelling and conversion, and became a key driver for the client’s paid advertising efforts, contributing to a reported 100x return on ad spend.
One of the core UX challenges was presenting Soake’s phased customization options in a way that felt intuitive and spatial rather than technical. During research and exploration, we identified the need for an interaction that could visually respond to user choice without fragmenting the experience.
I designed a phase selector that dynamically updates imagery based on selection, allowing users to immediately see how different options impact the final product. Each selection is tied to structured backend content, ensuring consistency while keeping the interaction fluid and responsive. This approach translates a complex configuration process into a clear, visual moment of understanding.
One of the core UX challenges was presenting Soake’s phased customization options in a way that felt intuitive and spatial rather than technical. During research and exploration, we identified the need for an interaction that could visually respond to user choice without fragmenting the experience.
I designed a phase selector that dynamically updates imagery based on selection, allowing users to immediately see how different options impact the final product. Each selection is tied to structured backend content, ensuring consistency while keeping the interaction fluid and responsive. This approach translates a complex configuration process into a clear, visual moment of understanding.
To reinforce the site’s immersive quality, subtle visual and interaction details were layered throughout the experience. These elements are not decorative for their own sake, but work together to support mood, pacing, and continuity.
Large-scale imagery on the homepage allows the site to feel seasonally relevant, while gradients across backgrounds and images echo the calm transition of entering water on a hot day. A restrained ripple effect in the footer, inspired by light moving across a pool’s surface, carries the brand’s connection to water through to the final moment of the experience.
