Overview
Soul Landing
Company
Soul Labs
Timeline
2024
—
2025
Role
UI / UX Designer
Growth
$10M Raised - 647K Visitors
Overview
This project involved the full redesign of the Soul Labs landing experience, aligning the platform’s interface with its evolving mission, vision, and product direction. The goal was to transform a fragmented and unclear experience into a cohesive, narrative-driven entry point that communicates the value of a complex DeFi ecosystem.
Growth:
$10M Raised
647K + Unique Visitors
+45% Conversion to Testnet
The redesign introduced a unified visual system, clearer messaging, and a structured user journey that guides visitors seamlessly from discovery to product interaction. In parallel, a dedicated Public Sale page was created to support the fundraising process, simplifying complex information and enabling users to confidently participate in the launch.
Challenges
The original experience lacked a clear narrative and cohesive identity, making it difficult for users to understand the product and its value proposition. One of the main challenges was restructuring the content and information architecture to create a logical, guided journey that communicates a complex protocol in a simple and approachable way.
Another key challenge was balancing clarity with conversion. The landing page needed to educate users while also driving engagement with the testnet and supporting participation in the public sale. This required aligning messaging, visual hierarchy, and interaction design to reduce friction and build trust.
Additionally, designing for a fundraising context introduced higher expectations around credibility and transparency. The interface had to clearly explain processes, reduce uncertainty, and guide users through critical actions without overwhelming them.
Results
The redesigned experience delivers a clear and cohesive narrative that improves user understanding and guides visitors more effectively into the product ecosystem. The introduction of a unified visual system and structured content flow enhances both usability and brand perception.
The project contributed to significant growth, including over 647K unique visitors and a 45% increase in conversion to testnet, while also supporting a successful $10M fundraising round. The dedicated Public Sale experience improved clarity and user confidence during the launch process, reinforcing trust and reducing friction in high-stakes interactions.
Overall, the redesign demonstrates how strong information architecture, clear messaging, and thoughtful interaction design can drive both engagement and conversion in complex Web3 products.
Designed with intention, refined with care.
And probably tested at 2am with coffee.
©2026 AM.
Overview
Soul Landing
Company
Soul Labs
Timeline
2024
—
2025
Role
UI / UX Designer
Growth
$10M Raised - 647K Visitors
Overview
This project involved the full redesign of the Soul Labs landing experience, aligning the platform’s interface with its evolving mission, vision, and product direction. The goal was to transform a fragmented and unclear experience into a cohesive, narrative-driven entry point that communicates the value of a complex DeFi ecosystem.
Growth:
$10M Raised
647K + Unique Visitors
+45% Conversion to Testnet
The redesign introduced a unified visual system, clearer messaging, and a structured user journey that guides visitors seamlessly from discovery to product interaction. In parallel, a dedicated Public Sale page was created to support the fundraising process, simplifying complex information and enabling users to confidently participate in the launch.
Challenges
The original experience lacked a clear narrative and cohesive identity, making it difficult for users to understand the product and its value proposition. One of the main challenges was restructuring the content and information architecture to create a logical, guided journey that communicates a complex protocol in a simple and approachable way.
Another key challenge was balancing clarity with conversion. The landing page needed to educate users while also driving engagement with the testnet and supporting participation in the public sale. This required aligning messaging, visual hierarchy, and interaction design to reduce friction and build trust.
Additionally, designing for a fundraising context introduced higher expectations around credibility and transparency. The interface had to clearly explain processes, reduce uncertainty, and guide users through critical actions without overwhelming them.
Results
The redesigned experience delivers a clear and cohesive narrative that improves user understanding and guides visitors more effectively into the product ecosystem. The introduction of a unified visual system and structured content flow enhances both usability and brand perception.
The project contributed to significant growth, including over 647K unique visitors and a 45% increase in conversion to testnet, while also supporting a successful $10M fundraising round. The dedicated Public Sale experience improved clarity and user confidence during the launch process, reinforcing trust and reducing friction in high-stakes interactions.
Overall, the redesign demonstrates how strong information architecture, clear messaging, and thoughtful interaction design can drive both engagement and conversion in complex Web3 products.
Designed with intention, refined with care.
And probably tested at 2am with coffee.
©2026 AM.