01Commercial decision
33% price increase
The founder raised prices before launch based on confidence in the new brand direction.
Client case study
Sogro
A dated, mobile-hostile marketing service became a clearer brand, funnel, pricing experience, and owner-manageable platform while moving off discontinued infrastructure.
The founder raised prices 33% before launch based on confidence in the new direction.
Situation and responsibility
What was at stake
Sogro helped companies grow audiences through hashtag connections, but its dated site did not make the offer clear and was especially clunky on the mobile devices bringing most traffic.
The product also needed to move off discontinued Parse infrastructure. The founder needed direct visibility into accounts, payments, and changes without depending on a developer.
- Client
- Sogro
- Founder
- Aaron Irmas
- Migration
- Parse to WordPress
- Responsibility
- Identity, UX, frontend, WordPress, Stripe, dashboards, and marketing materials
Diana’s responsibility
- Explored and selected a clearer brand personality
- Designed the mobile-first funnel and interactive pricing
- Migrated data into a maintainable WordPress system
- Surfaced account and payment information for the founder
Important decisions
Judgment made visible
Each response follows from an observed condition. The last column marks the tempting shortcut the work needed to avoid.
| What you notice | What it may mean | A useful response | What to resist |
|---|---|---|---|
| Most visitors arrived on phones. | Mobile clarity was central to conversion. | Design and test the funnel mobile-first. | Do not shrink a desktop story into a phone. |
| The service felt abstract. | More feature copy would not create understanding. | Use a seed-to-growth story to show the process. | Do not bury the next action in jargon. |
| Parse was discontinued. | Brand work and operational continuity had to ship together. | Move to WordPress and add business-intelligence views. | Do not discard historical account records. |
Decisions and delivery
How the work moved
- 01
Make the offer legible
Test brand directions and tell the service story through a simple growth metaphor.
- 02
Remove buying friction
Create mobile-first pages and a package generator for account count and billing frequency.
- 03
Give the owner visibility
Map historical data into WordPress and surface accounts, payments, and changes.
Working through a similar constraint?
Describe the problem →Visual evidence
The product in view
A sequence of available project views shows how the system behaves across moments, not only as a single polished frame.
Supported outcomes
What the evidence supports
Quantitative claims appear only where the repository provides them. The remaining outcomes are explicitly qualitative, operational, or statements of responsibility.
02Responsibility
End-to-end delivery
Identity, responsive experience, frontend, payments, platform, and materials moved together.
03Operational outcome
Self-serve visibility
The founder could review account and payment data without developer intervention.
Bring me the version that is hard to explain.
If the product works but the story and system around it are holding growth back, describe the gap.
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