The Movement Project

Soma Movement Studio needed a digital space that reflected the calm, fluid experience of their physical studio while also reducing confusion around offerings, memberships, and bookings.

I led a full website revamp focused on clarity, flow, and conversion. The existing site relied heavily on stock imagery and fragmented navigation, which made it difficult for both new and returning clients to understand where to begin.

The first priority was restructuring the site’s information hierarchy. I reorganized the main navigation based on user intent, surfacing essential pages such as offerings, memberships, FAQs, and bookings early in the journey. This allowed users to quickly find what they needed without relying on email inquiries or additional support.

Content played a central role in the redesign. I rewrote the homepage and core pages to feel more welcoming while clearly communicating what the studio offers. The FAQ page was completely rebuilt from scratch using real feedback from the Soma community, addressing common questions around arrival, bookings, memberships, and expectations for first-time visitors.

Visually, the website was transformed to better reflect the studio’s physical environment. All stock imagery was replaced with real photography from a previous studio shoot, along with custom images and personal photography. I introduced depth and subtle motion throughout the site using scroll-based interactions and organic dividers, creating a sense of flow inspired by movement. The colour palette was refined to improve contrast, readability, and cohesion across pages.

To support business goals, I designed clear and seamless booking pathways across the website, mobile app, and third-party platforms. This included redesigned pages for recovery services and clinic appointments, as well as a cohesive transition to the Jane booking system, which was customized to align with Soma’s branding. App download links were strategically placed throughout the site to encourage adoption and streamline bookings.

The offerings and memberships pages were restructured to improve clarity and scannability. Services were broken into distinct categories — movement, recovery, and clinic — with clear descriptions for each. Membership options were separated by type and further differentiated from workshops and events, making it easier for clients to understand their options and choose what suited them best.

In addition to refining existing content, I launched new pages to support the studio’s growth. This included a retail boutique page for online purchases with in-store pickup, as well as a dedicated page for Soma’s sister studio, Movement Reformer. By clearly separating the two offerings and linking directly to the sister studio’s website, confusion was reduced and traffic to the external site increased.

The result is a cohesive, movement-led digital experience that aligns with Soma’s values, improves usability, and supports both community engagement and business growth.