Performance & UI/UX Overhaul – What Changed?

‍

Old Website Design

‍

New Website Design

‍

Old Website Performace

‍

‍

New Website Performace

‍

Research & User Insights

To ground our design in user needs and industry standards, I conducted a thorough competitor analysis:

• Benchmarking Key Competitors: Observed leading technology firms and identified best practices, such as streamlined visual hierarchies, responsive layouts, and clear branding.
• Unique Value Proposition: Strategically designed the layout to balance the client’s innovative identity with elements proven to attract and retain enterprise-level clients.

These insights shaped the initial wireframes and mockups, helping create a professional, industry-aligned website that still showcased the client’s unique strengths.

User Journey and Flow‍

‍The user flow redesign focused on segmenting and guiding users to key information:

• Clear Navigation Paths: Developed guided pathways that reduced friction and prioritized essential information.
• Reduced Clicks to Key Content: Optimized pathways so users could access main sections with fewer clicks, ensuring ease of access and lowering abandonment rates.

The proposed user flow was validated with stakeholders, aligning with both user expectations and the client’s business objectives.

Design System Implementation

‍Using Figma, I built a comprehensive design system to streamline consistency and future updates:

• Standardized Brand Elements: Established a cohesive color scheme, typography, and CTA styles that enhanced brand recognition.
• Modular Components: Designed a component library to simplify updates and ensure scalability for new sections and features.
• Interactive Features: Created subtle animations and hover effects that guided users’ attention to key elements without overwhelming the experience.

The design system allowed for visual consistency and flexibility in future product iterations, ultimately reducing design time on future updates.

Development and A/B Testing

‍The final designs were implemented in Webflow, with Google Analytics and Google Tag Manager integrations for performance tracking. Key elements underwent A/B testing to fine-tune for optimal impact:

• Performance Metrics: Achieved a 2.2-second Largest Contentful Paint (LCP) and a 96-millisecond Interaction to Next Paint (INP), both within industry standards.
• ‍Conversion Optimization: A/B testing showed that revised CTA placements and improved layouts increased conversions by 25%, reflecting the effectiveness of data-driven adjustments.

User-Centered Design:

Used research insights and user feedback to optimize navigation, reducing friction and clarifying user pathways.

Improved Usability:

Revised navigation and layouts made it easier for users to find essential information, reducing bounce rates and improving time-on-page.

Visual Design Enhancements:

Modernized visuals to reflect an enterprise-ready brand, balancing trust and innovation to resonate with high-value clients.

Key Features Implemented:

Delivered a scalable, component-based design system, simplified user flows, and interactive elements to support user engagement.

Technical Innovations:

Achieved industry-standard performance benchmarks, with the website loading quickly and responding seamlessly to user actions.

Product Iterations:

Leveraged A/B testing to refine CTA placements and layout choices, leading to a more user-centric, high-performing design.

Performance Improvements:

Reduced load times and enhanced responsiveness, creating a more seamless and enjoyable user experience.