more users publish in their first session
growth in daily active users after the redesign
higher CTR after the messaging rework
One decision drove the rest: make the site behave like the product. Motion, interaction, and video became the way the story gets told, so a visitor experiences what Tolstoy does before reading a word about it.
The same thinking carried into the product side. In 2023 we redesigned the Shop app experience around one job, getting a new user to publish a video fast, because a first session that ends in a published video is the session that creates a customer.
Tolstoy sells interaction, and its site sat still. The product turned browsing into watching and watching into buying, but the website did none of that: static pages describing a dynamic product, with a structure that undersold how much the platform could do.
For a company positioning itself as the category leader in shoppable video, the gap between product and site was the brand problem.
We designed the site and built it modular in Webflow, with motion and content working as one system that reads like a live demo. Tightening the messaging and hierarchy lifted CTR 44%, and the modular build let Tolstoy's team keep shipping pages as the product line grew.
We redesigned the Shop app experience around first-session publishing: fewer steps, sharper defaults, and an interface that stays out of the way of creating. First-session publishing rose 39% and daily active users grew 54% after the redesign.
The partnership ran seven years, from 2018 to 2025, from Tolstoy's earliest product to the AI commerce platform now serving more than 5,000 brands. The 2023 redesign moved the numbers that matter for a self-serve product: more first-session publishing, more daily active users, more clicks on the story.
We designed the site and built it modular in Webflow, with motion and content working as one system that reads like a live demo. Tightening the messaging and hierarchy lifted CTR 44%, and the modular build let Tolstoy's team keep shipping pages as the product line grew.
We redesigned the Shop app experience around first-session publishing: fewer steps, sharper defaults, and an interface that stays out of the way of creating. First-session publishing rose 39% and daily active users grew 54% after the redesign.
The partnership ran seven years, from 2018 to 2025, from Tolstoy's earliest product to the AI commerce platform now serving more than 5,000 brands. The 2023 redesign moved the numbers that matter for a self-serve product: more first-session publishing, more daily active users, more clicks on the story.
more users publish in their first session
growth in daily active users after the redesign
higher CTR after the messaging rework
