Indystructible Designs Case Study
User Experience, Branding & Digital Marketing Strategy
"Note: Some details have been generalized to respect confidentiality."
Snapshot
Company: Indystructible Designs (Indianapolis, IN)
Industry: Small Business / Multi-industry (food service, beauty, logistics, lifestyle)
Role: Founder • Creative Director • Lead UX Designer
Scope: Brand identity + website UX + marketing collateral + launch support
Scale: 25+ clients served
Outcome: Built a repeatable UX + brand process to help small businesses launch clear, trustworthy customer journeys—turning unclear messaging into structured experiences that increase inquiries, bookings, and sales.
Overview
Problem Statement
Many clients came in with strong services/products but lacked a clear brand system, structured messaging, or a website that guided customers to take action.
Budgets were often limited, timelines tight, and requirements broad (logo + website + menus + ads). The challenge was delivering agency-level strategy and execution while keeping solutions lightweight, scalable, and launch-ready.
Users & Audience
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Solo entrepreneurs, small teams, and first-time business owners
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Industries: restaurants, logistics, beauty, financial services, retail
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Location: primarily Indianapolis and surrounding areas
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Goals: build trust, clarify services, grow audience, drive sales
Roles & Responsibilities
As Founder, Creative Director, and Lead UX Designer, I:
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Ran discovery sessions to define business goals, target customers, and success metrics
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Created mini personas, competitor scans, and moodboards to set direction
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Designed and built responsive websites from wireframes to launch (WordPress, Webflow, Shopify; Figma for design)
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Built brand kits (logo, color, typography, usage rules) and reusable templates for social and print
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Produced marketing collateral (menus, brochures, billboards, ads) and supported design-to-print production
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Managed scope, timelines, estimates, and stakeholder feedback loops
Process & What I Did
Indystructible Designs Process
User & Business Discovery
I start by clarifying the customer journey: who the customer is, what they need, what questions they have, and what action we want them to take (book, call, order, request quote). I translate discovery into simple personas, messaging themes, and a site map that prioritizes conversion.
Brand Strategy
I create a consistent visual language that can scale across website, social, and print—logo, type, color palette, and reusable components (buttons, cards, CTA patterns, promo layouts).
Website UX And Information Architecture
I design mobile-first page structures with clear calls to action, simple navigation, and scan-friendly layouts. Typical deliverables include wireframes, content hierarchy, and prototypes before build.
Launch support and iteration
After launch, I help clients tighten pages based on real-world feedback (common questions, booking friction, or menu clarity) and provide templates so they can keep marketing consistent.
After launch, I help clients tighten pages based on real-world feedback (common questions, booking friction, or menu clarity) and provide templates so they can keep marketing consistent.
Featured Projects Work
Duckett’s Seafood — Restaurant Brand + Website UX Context
Context
Duckett’s Seafood needed a cohesive brand presence and a website experience that made it easier for customers to browse offerings and take action.
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What I delivered​
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Full website build
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Logo and brand assets
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Menus (print + digital), brochures, signage, and supporting materials
UX focus​
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Designed a mobile-first experience that makes menu browsing fast and intuitive
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Clear page hierarchy and call-to-action placement to support online ordering and in-person visits
Outcome
Increased foot traffic and boosted online ordering.
Huge Impact (Indiana & Kentucky) — Menu System + Brand Elements for Scale
Context
Huge Impact needed a strong, consistent brand system across materials to support growth while keeping execution practical for daily operations.
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What I delivered
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Paper + digital menus
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Branded elements and repeatable layouts
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Close collaboration with owners to translate vision into consistent, scalable assets
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UX focus
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Built a menu hierarchy that improves scanability and decision-making
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Created reusable templates so promotions and menu updates stay consistent across locations
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Outcome
Enabled the team to scale to two locations and support franchise operations.
Indy Game Nation — Booking-Focused Website UX
Context
Indy Game Nation (a mobile game truck business) needed a site that helped customers understand offerings quickly and book with confidence.
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What I delivered
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Vibrant, user-friendly website experience
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Improved site structure and navigation with a booking-first approach
UX focus
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Simplified navigation so users can find packages/pricing faster
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Designed a clearer flow from “explore” → “choose” → “book/contact”
Outcome
More bookings through better site navigation and a more intuitive user experience.
Outcomes & Evidence
Outcomes
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Delivered brand systems and websites that improved clarity, trust, and conversion paths for small businesses (Ux Design Portfolio)
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Built scalable templates so clients could maintain consistency after launch (Ux Design Portfolio)
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Created a repeatable process that enabled delivering high-quality work across many industries and budgets (Ux Design Portfolio)
How I validated
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Tested navigation and clarity through stakeholder walkthroughs and quick usability checks (5-second tests, mobile reviews, “find X” tasks)
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Iterated based on real customer questions and client-reported friction after launch
Key Takeaways
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Small business UX is a constraint-heavy environment: tight budgets, fast delivery, and broad needs—so prioritization is the product skill.
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Consistent systems (brand + layout templates) reduce ongoing effort and raise quality long-term.
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Clear CTAs + information hierarchy usually beat “more content” for conversion.