Every (small) Business needs a Spark
The challenge
Spark Business needed to evolve beyond a feature-heavy product site into a clear, confidence-building experience for small business owners. The previous experience struggled to balance complexity with usability—offering powerful tools, but without a cohesive narrative or a mobile-first mindset. The challenge was to modernize the brand, simplify decision-making, and create an experience that felt trustworthy, intuitive, and scalable across devices and products.
The insight
Small business owners don’t think in terms of tools—they think in terms of momentum. Payments, storefronts, pricing, and insights all need to work together seamlessly, especially on mobile, where many owners manage their business day to day. We recognized that clarity wasn’t just a UX concern—it was a brand signal. A simplified, mobile-minded experience could communicate confidence, credibility, and capability all at once.
The solution
We led a ground-up redesign of the Spark Business web experience, unifying brand, UX, and product storytelling into a cohesive, mobile-first system. The site was restructured around clear customer journeys, using modular layouts, strong hierarchy, and scannable content to make offerings easy to understand at a glance while keeping depth accessible when needed. A refreshed visual language—confident color, clean typography, and purposeful iconography—modernized the brand without sacrificing warmth, while simplified product descriptions, pricing, and benefit-led messaging brought clarity and competitive distinction to a complex ecosystem.
