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goodques
Creative Direction | Web Design
GoodQues is best known for inspiring brands with raw human insight, extracted through the modern execution of quantitative and qualitative research.
the problem
GoodQues had built a very credible business. They had press. They had clients like TikTok, Meta, and PepsiCo. They had a point of view that genuinely set them apart in an industry that had been playing it safe for decades. What they didn't have was a website that showed any of it.
The old site was stuck in time, built for a version of the company that no longer existed. After investing in a new brand identity, the website didn't match. For a company whose entire positioning is built around being the anti-research research company (playful, human, high-end) a site that felt flat and templated was a contradiction.
GoodQues uses gamified research experiences, applied meditation, therapy tactics, and resonant copywriting to get data that traditional firms simply can't. But none of that was landing the way it should, which is why we took and interactive approach when redesigning an immersive experience for a one-page-scroll website.
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the solution
GoodQues' entire business case is that human-first design produces better outcomes. Custom CSS and scroll and hover animations were implemented throughout as deliberate design choices that mirrored the way GoodQues actually works. Every interaction was intentional. The site moves the way their research does: with curiosity, with personality, and with a clear point of view. A visitor scrolling through doesn't just read about the gamified approach, they get to experience it.
Creative direction led with emotion. Large-scale, full-bleed animations and playful illustrations. Age-diverse, high-end photography that felt luxury and human simultaneously. The balance between playful and professional was the throughline in every decision, making sure the fun never undermined the credibility, and the credibility never flattened the fun.
The single-scroll structure kept the experience seamless and immersive, guiding visitors from mission to proof to approach in a way that felt like being walked through something rather than handed a brochure. By the time a prospect reaches the bottom, they don't need to be convinced. They already get it because the site gave them the experience first.
the results
600%
increase in website retention.
178%
increase in website conversions.
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Need a brand or website designed with this kind of strategic insight and intention?
