Designing an agency site that explains the offer fast and turns interest into structured inquiries.
Designing an agency site that explains the offer fast and turns interest into structured inquiries.
Designing an agency site that explains the offer fast and turns interest into structured inquiries.
End-to-end Experience Design
End-to-end Experience Design
03
03
Overview
Overview
DeepSoCal is a regional strategic design agency serving Southern California brands at the intersection of strategy, research, design, and emerging AI capabilities.
I designed the marketing site so first time visitors can quickly understand what DeepSoCal does, see proof of work, and take the next step without digging through long pages. In parallel, I explored an internal DeepSoCal Agent prototype that turns early client inputs into a structured starting plan for strategy work.
DeepSoCal is a regional strategic design agency serving Southern California brands at the intersection of strategy, research, design, and emerging AI capabilities.
I designed the marketing site so first time visitors can quickly understand what DeepSoCal does, see proof of work, and take the next step without digging through long pages. In parallel, I explored an internal DeepSoCal Agent prototype that turns early client inputs into a structured starting plan for strategy work.
Duration:
Duration:
6 weeks
6 weeks
Role:
Role:
Product & Digital Experience Designer (Founding Team)
Product & Digital Experience Designer (Founding Team)
Status:
Status:
In progress (v1 shipped, iteration ongoing)
In progress (v1 shipped, iteration ongoing)
Platform:
Platform:
Responsive marketing website, internal web prototype
Responsive marketing website, internal web prototype
Focus Areas:
Focus Areas:
Strategic positioning, information architecture, and trust-led design
Strategic positioning, information architecture, and trust-led design
Editorial, calm layout that explains the offer fast and routes users into Services and Work.
Editorial, calm layout that explains the offer fast and routes users into Services and Work.
Context
& Problem
Context & Problem
Context & Problem
DeepSoCal was early-stage, so the site had to do more than look good. It needed to earn trust fast, explain the work without long explanations, and make it obvious what a first step looks like. The tricky part was balancing two truths: the brand is lifestyle-forward, but the business is strategy-heavy. If the site leaned too abstract, it felt vague. If it leaned too “agency,” it lost the culture.
DeepSoCal was early-stage, so the site had to do more than look good. It needed to earn trust fast, explain the work without long explanations, and make it obvious what a first step looks like. The tricky part was balancing two truths: the brand is lifestyle-forward, but the business is strategy-heavy. If the site leaned too abstract, it felt vague. If it leaned too “agency,” it lost the culture.
MY ROLE &
CONSTRAINTS
MY ROLE & CONSTRAINTS
MY ROLE & CONSTRAINTS
I owned the experience design for the marketing site end-to-end, and I also explored the first version of the DeepSoCal Agent as a supporting internal tool.
Responsibilities
Defined the site structure across Services, Work, About, and Shop so people could self-navigate fast
Built page templates and modular sections so the team could ship updates without redesigning pages
Set the visual system to feel editorial and premium, without hiding the information
Prototyped the DeepSoCal Agent concept to support research, onboarding, and early strategy direction
Constraints
Tight timeline and limited inputs, so the structure had to be reusable from day one
The brand needed room to evolve, so we avoided fragile one-off layouts
No mature analytics yet, so we designed for clarity first and defined what to measure next
I owned the experience design for the marketing site end-to-end, and I also explored the first version of the DeepSoCal Agent as a supporting internal tool.
Responsibilities
Defined the site structure across Services, Work, About, and Shop so people could self-navigate fast
Built page templates and modular sections so the team could ship updates without redesigning pages
Set the visual system to feel editorial and premium, without hiding the information
Prototyped the DeepSoCal Agent concept to support research, onboarding, and early strategy direction
Constraints
Tight timeline and limited inputs, so the structure had to be reusable from day one
The brand needed room to evolve, so we avoided fragile one-off layouts
No mature analytics yet, so we designed for clarity first and defined what to measure next
Designing a unified foundation across brand, website, and emerging agent workflows.
Designing a unified foundation across brand, website, and emerging agent workflows.
DISCOVERY &
KEY INSIGHTS
DISCOVERY & KEY INSIGHTS
DISCOVERY & KEY INSIGHTS
People didn’t need more words they needed faster orientation: “What do you do, and is it for me?”
Credibility came from structure: clear services, clear work examples, and a calm visual rhythm
Lifestyle brands respond to story, but decisions still happen on specifics (scope, timeline, process)
A lightweight “agent” experience could reduce back-and-forth by turning inputs into a clean starting point
People didn’t need more words they needed faster orientation: “What do you do, and is it for me?”
Credibility came from structure: clear services, clear work examples, and a calm visual rhythm
Lifestyle brands respond to story, but decisions still happen on specifics (scope, timeline, process)
A lightweight “agent” experience could reduce back-and-forth by turning inputs into a clean starting point
Structuring information to support early-stage confidence and decision-making.
Structuring information to support early-stage confidence and decision-making.
Structuring information to support early-stage confidence and decision-making.
Design
Approach
Design Approach
Design Approach
I designed the site like a good pitch deck: strong first impression, then clear proof. The layout stays bold, but the information stays readable. Instead of adding pages, I focused on a few repeatable building blocks service cards, proof modules, and simple calls-to-action so the team can expand without breaking the system.
I designed the site like a good pitch deck: strong first impression, then clear proof. The layout stays bold, but the information stays readable. Instead of adding pages, I focused on a few repeatable building blocks service cards, proof modules, and simple calls-to-action so the team can expand without breaking the system.
I designed the site like a good pitch deck: strong first impression, then clear proof. The layout stays bold, but the information stays readable. Instead of adding pages, I focused on a few repeatable building blocks service cards, proof modules, and simple calls-to-action so the team can expand without breaking the system.
KEY
EXPERIENCES
KEY EXPERIENCES
KEY EXPERIENCES
Only a few flows are shown here. I picked the ones that explain the business fastest and connect directly to conversion.
Only a few flows are shown here. I picked the ones that explain the business fastest and connect directly to conversion.
Flow 1 — Service exploration
Why this flow matters:
This is where trust is won or lost. People should understand the offer without needing a call.
Why this flow matters:
This is where trust is won or lost. People should understand the offer without needing a call.
Services are organized by outcomes, with scannable summaries and one clear next step to start.
Services are organized by outcomes, with scannable summaries and one clear next step to start.
Flow 2 — Engagement entry
Why this flow matters:
The CTA needs to feel low-pressure, but still specific enough to start a real conversation.
Why this flow matters:
The CTA needs to feel low-pressure, but still specific enough to start a real conversation.
Direct contact path with no friction. It gets people to the right inbox fast.
Direct contact path with no friction. It gets people to the right inbox fast.
Flow 3 — DeepSoCal Agent (Exploration)
Why this flow matters:
Extends clarity and support without over-automation.
Why this flow matters:
Extends clarity and support without over-automation.
Internal concept that uses company research plus a selected goal to recommend a starting plan and next actions.
Internal concept that uses company research plus a selected goal to recommend a starting plan and next actions.
Flow 4 — Strategy workspace
Why this flow matters:
Once a prospect becomes a client, the work needs a home. This explores how strategy artifacts could live in one place.
Why this flow matters:
Once a prospect becomes a client, the work needs a home. This explores how strategy artifacts could live in one place.
Workspace concept for turning research into a working plan (modules + a lightweight assistant).
Workspace concept for turning research into a working plan (modules + a lightweight assistant).
Progress
Progress
The site is being built in parallel with the brand’s ongoing positioning,
so this case study reflects what’s live now and what’s being refined.
What’s in place today
A clear structure across Services, Work, About, and Shop
Reusable page sections so updates don’t require redesign
A consistent editorial layout that keeps information readable
Agent prototype
Early flows for research, onboarding, and service recommendations
A strategy workspace concept for organizing outputs
What I’d measure next
Where people drop off between Services → “Work with us”
Which service pages actually lead to inquiries
Whether the Agent prototype reduces repeat questions during onboarding
The site is being built in parallel with the brand’s ongoing positioning,
so this case study reflects what’s live now and what’s being refined.
What’s in place today
A clear structure across Services, Work, About, and Shop
Reusable page sections so updates don’t require redesign
A consistent editorial layout that keeps information readable
Agent prototype
Early flows for research, onboarding, and service recommendations
A strategy workspace concept for organizing outputs
What I’d measure next
Where people drop off between Services → “Work with us”
Which service pages actually lead to inquiries
Whether the Agent prototype reduces repeat questions during onboarding
Key takeaway:
Designing a trust-first system that stays bold, but doesn’t hide the details.
Key takeaway:
Designing a trust-first system that stays bold, but doesn’t hide the details.
Product Designer · Systems & Marketplace Design
Phone: +234 805 131 3516
Email: israel.adeleke@outlook.com
