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SaaS marketing website

Retreat Guru

Redesigning Retreat Guru's Website for Clarity & Conversion

Team

Marketing Director, CEO & Developers

My Role

Discovery, Research & Design

Tools

Figma & FigJam

Business →

Retreat Guru helps retreat centers manage their retreats, bookings, guests, and operations through its software platform. The website was an important entry point for potential customers, but the existing experience relied heavily on a single long page to communicate the product. The redesign aimed to make the website easier to understand while creating clearer paths toward exploring the product and its features, understanding its value, and taking action.

Challenge →

The existing website had plenty of information, but it wasn’t helping visitors understand the product quickly. Everything lived on a single long page, with product features, benefits, and supporting information competing for attention. The challenge wasn’t simply to make the website look better, it was to rethink how the story was told.

Help visitors quickly understand what Retreat Guru does and who it is for
Organize a complex set of product capabilities into a more intuitive structure
Create a clearer journey from,
learning about the product → exploring features → taking action

Help visitors quickly understand what Retreat Guru does and who it is for
Organize a complex set of product capabilities into a more intuitive structure
Create a clearer journey from,
learning about the product → exploring features → taking action

Solution →

I transformed the existing one-page website into a clearer, more structured product experience. The redesign focused on improving content hierarchy, simplifying navigation, and helping visitors understand the product without having to work through a wall of information.

Restructured content around user needs and key product areas
Added stronger product visuals, storytelling, and calls-to-action

Impact →

The new experience made the product easier to understand and gave visitors a clearer path from discovering the product → exploring its capabilities → taking action.

Improved scannability and reduced information overload
Created a more scalable structure for future content and product growth

My Contributions

I led the design process from UX exploration through final UI, balancing business goals, user needs, and the complexity of the product.

Led the UX and content structure: Conducted content and competitive analysis, defined the information architecture, and created wireframes to turn a long, information-heavy page into a clearer product story.
Designed the visual experience: Created the high-fidelity UI along with custom visuals, product screens, and feature-focused graphics to make complex product capabilities easier to understand and more engaging to explore.
Collaborated through implementation: Worked closely with stakeholders and developers to refine designs, address technical considerations, and ensure the final website stayed consistent with the intended experience.

From Old Website to Purpose-Driven Redesign

The Opportunity

The redesign started with a simple observation: the website had a lot to say, but it wasn't always clear what visitors should take away from it.

The existing experience placed most of the product information on one long page. Features, benefits, supporting content, and calls-to-action were all competing for attention.

Before changing the visual design, I wanted to understand what information mattered most, how it should be organized, and how a visitor should move through the story.

The software wasn't the problem. The page was telling people what it does, not why it matters.

The Opportunity

The redesign started with a simple observation: the website had a lot to say, but it wasn't always clear what visitors should take away from it.

The existing experience placed most of the product information on one long page. Features, benefits, supporting content, and calls-to-action were all competing for attention.

Before changing the visual design, I wanted to understand what information mattered most, how it should be organized, and how a visitor should move through the story.

The software wasn't the problem. The page was telling people what it does, not why it matters.

The Opportunity

The redesign started with a simple observation: the website had a lot to say, but it wasn't always clear what visitors should take away from it.

The existing experience placed most of the product information on one long page. Features, benefits, supporting content, and calls-to-action were all competing for attention.

Before changing the visual design, I wanted to understand what information mattered most, how it should be organized, and how a visitor should move through the story.

The software wasn't the problem. The page was telling people what it does, not why it matters.

Auditing the old site
Before planning anything new, I went through the old page from top to bottom and noted everything that got in a visitor's way. Most of it came back to the same thing. The page said everything, but it didn't guide anyone through it.

Research: Looking at the competition

Before drawing anything, I went through the sites retreat centers would compare us against. I wasn't looking for features to copy. I wanted to see how each site gets a visitor from "what is this?" to "I should book a call."

Four patterns kept repeating. Each one pointed to something our old page was missing. The takeaway was simple. The strongest sites sell the outcome first and hold the detail back until you ask for it. Our old page did the opposite.

Exploring Ideas and Finding the Right Direction

With the key patterns from the competitive research in mind, I started exploring different ways to structure the experience. I sketched out page concepts, tested different content hierarchies, and experimented with how product benefits, features, social proof, and calls-to-action could work together.

The goal wasn't to settle on the first good-looking layout. It was to explore enough directions to understand what made the story clearer and what created unnecessary friction.

Exploring Ideas and Finding the Right Direction

The goal wasn't to settle on the first good-looking layout. It was to explore enough directions to understand what made the story clearer and what created unnecessary friction.

From Exploration to Final Design

After exploring the initial concepts, I reviewed the directions with the marketing team and stakeholders. These reviews helped refine the content hierarchy, page structure, messaging, and overall flow.

Rather than treating feedback as a final approval step, I used each round of review to test whether the designs were communicating the product clearly and supporting the business goals.

After several iterations, we aligned on a direction and I moved into the final high-fidelity designs.

From Exploration to Final Design

Rather than treating feedback as a final approval step, I used each round of review to test whether the designs were communicating the product clearly and supporting the business goals.

After several iterations, we aligned on a direction and I moved into the final high-fidelity designs.

Outcomes

The redesign created a more structured foundation for Retreat Guru's SaaS website and changed the way the product was presented from a long list of information to a guided product story.

Clearer product narrative - benefits and product capabilities were organized around what visitors needed to understand.
More focused exploration - visitors could progressively move from understanding the product to exploring features and taking action.
Scalable structure - the new page architecture made it easier to introduce additional product content, case studies, resources, and feature pages.
Stronger design-to-development handoff - documented layouts, components, interactions, and final UI gave developers a clearer reference during implementation.

What I learned

This project reinforced that good SaaS website design starts with information architecture, not visual styling. The biggest improvement didn't come from adding more content or visual effects, it came from deciding what deserved attention, when users needed it, and how each section connected to the next.

It also strengthened my approach to stakeholder collaboration: explore broadly, bring people into the process early, use feedback to refine the direction, then document the decisions clearly for implementation.