Smokeball Australia
On my full time job I work for Smokeball. I lead the ongoing evolution of the Smokeball AU, US, and UK websites. My focus is on maintaining a premium brand aesthetic while constantly optimising the user journey to drive lead generation and increase conversions.
Client
Smokeball Australia
Service Provided
Web Design, Web Development
The Goal:
The objective is to ensure Smokeball remains the leading legal practice management software through a high-performing digital presence. I focus on continuous design iterations that simplify complex software features into digestible, benefit-driven layouts that resonate with legal professionals.
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The Challenge:
Working on a large-scale marketing site requires balancing brand consistency with the need for constant experimentation. The challenge lies in managing a deep library of pages and CMS content while identifying friction points in the user journey that hinder conversion rates and demo sign-ups.
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The Result
Through a cycle of data-driven design and regular performance audits, I’ve helped maintain a site that is both visually polished and conversion-focused. By optimizing the UI and refining the mobile experience, we continue to see improved user engagement and a streamlined path from discovery to lead.
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