Design Strategy and UX for WildCraft Studio School’s Corporate Programming
To increase WildCraft Studio School’s bookings with corporate clients for their creative team-building offerings I initiated a rethinking of audience needs, redesigned a lead generating landing page, and created a modular set of marketing decks, increasing revenue 140% in one year.
Role: Design Strategist, Service Designer, UX Designer and Researcher, Visual Designer
1—Led interviews with former clients to uncover audience priorities and friction points.
2—Facilitated a collaborative workshop to clarify ideal audience segments, audience needs, and internal team roles—leading to a refreshed sales strategy.
3—Designed a high-conversion landing page optimized for lead capture and clear messaging.
4—Developed a modular marketing deck system that could flex across client types, use cases, and booking cycles.
5—Reworked the sales funnel to better align outreach, intake, and follow-up.
Research
Interviews with clients identified recurring needs and friction points. Client groupings started to emerge: cultural interests (eg native crafts or AAPI heritage), physical product research (new ways of making applied to apparel design), creatives seeking a unique way to connect and relax, and non-creatives looking for a way to expand their mindsets through making.
Workshop
We built on these findings in a staff workshop focused around a card sorting activity to further refine client groupings and needs, and to review our existing sales funnel.
Needs Focused Approach
User research and our workshop built the foundation we needed to refocus our offerings and sales tools to client needs, rather than internal categories.
Landing Page Update
The information architecture of our updated landing page reflects the client groups and event types we had identified.
1—Leading with a clear value proposition grounded in research and outcomes, positioning WildCraft as a strategic partner, not just an activity provider.
2—Two-tier CTA tailored to different lead intents — ready-to-book vs. price-seekers.
3—Trust Logos: highlighting social proof above the fold boosts credibility and signals scale.
4—Hero Photo: a warm, joyful image reinforcing the experience element and showing WildCraft’s heart and soul.
5—Pop up CTA allows users to opt in at any time.
6—Quote testimonial adds human voice and speaks directly to client pain points: ease of planning.
7—Client needs focused content sections speak to different use cases.
8—Ending with a strong footer CTA.
Outcomes:
Following the launch of our new landing page and deck, inquiries increased by 44% and proposals increased by 85% in under a year.
Building a Modular Marketing System
To support the lead generating landing page, we refreshed our suite of marketing materials. To allow for quick turnaround of client specific presentations, I created a modular system of slides in Figma. Using components for sections and for page types, allows us to quickly and easily create variations on our sales presentation.
Outcomes:
In just 3.5 months (April–July 2025), we matched our entire 2023 proposal volume and booked nearly 60% of 2023's total.
Key Takeaways:
—A modular marketing system allows for quick responses to diverse use client use cases.
—Updated messaging that leads with client needs significantly improved inquiry quality and volume.
Next Steps:
—Develop a defined suite of team-building offerings, tailored by group size, industry, and event type.
—Create case study materials and follow-up tools to support post-event storytelling and client referrals.
—Build internal systems for faster intake, quoting, and booking — turning high interest into high efficiency.