Swedish UGC SaaS that had outgrown its founding-era Wix template. The 2021 site positioned Reeler as a generic UGC tool — light on workflow specificity, light on the customer trust it had quietly earned (EF, Akademibokhandeln, Bokus, Radinn, Hyper Island). New product capabilities — review, crop, organize, publish — were buried in feature lists. The site was leaving meetings on the table because procurement teams couldn't find proof points.
Full Wix Studio redesign — same platform, completely rethought information architecture. New hero anchored on the "92% of consumers trust UGC" research stat. Five-step workflow (Collect · Review · Crop · Organize · Publish) given dedicated visual treatment. Industries hub with thirteen vertical landing pages for SEO and sales enablement. Customer logos and named testimonials surfaced to the homepage. Bilingual content patterns for Swedish + worldwide audiences.
13 industry landing pages live · named customer logos surfaced · five-step workflow as a navigable IA spine · same Wix plan, materially better site
A Wix-to-Wix redesign that turned a generic UGC tool into a vertical-specific buying decision.
Reeler had quietly become the UGC platform of choice for a serious roster of Nordic brands — EF, Akademibokhandeln, Bokus, Radinn, Hyper Island, Tree of Pets, Skånska Byggvaror, Tradebay. Their old Wix site, built around the original 2021 launch, didn't make any of that legible. Procurement teams couldn't tell from the homepage whether Reeler was a serious enterprise tool or a side project. The team was losing late-stage deals because the site couldn't do the proof work.
A Webflow or headless migration would have cost months of platform learning and editorial-team retraining for marginal gain. Wix Studio in 2024 had closed most of the design-fidelity gap. The right answer wasn't a platform change — it was a real redesign with information architecture worth the customer roster.
A full Wix Studio redesign on the existing Wix plan. New homepage anchored on the trust stat — "92% of consumers trust user-generated content more than any other marketing content." Five-step workflow (Collect · Review · Crop · Organize · Publish) elevated from a feature list into the IA spine — each step gets a section, a screenshot, and a customer quote. Industries hub with thirteen vertical-specific landing pages (Beauty, Fashion, Food & Drinks, Travel, Education, Home Improvement, Pet Goods, Real Estate, Sporting Goods, Sports, Content, Consumer Goods, Home Decoration) for SEO and outbound enablement. Customer logo strip and named testimonials lifted from the case-study pages onto the homepage.
Thirteen industry landing pages live on launch day. Eight named customer logos on the homepage, where there had been none. The five-step workflow turned from a buried feature comparison into the architecture of the entire site. Most importantly: the same Wix plan, the same editor the marketing team already knew, a materially better selling site.
