Project

My Role

UX/UI Design Consultant 2020

Contract Remote

Skills

UI Design UX Design Visual Design Design Technology Prototyping Brand Strategy Illustration Wireframing Design Thinking Interaction Design

Technologies

Figma Font-end Frameworks Sublime Text

Remind me what the colors mean?

Company

Beezwax

Enterprise SaaS B2B

The site was overloaded with content, poorly organized, and lacked a clear purpose for user engagement. Its branding, color scheme, and content hierarchy felt disjointed and confusing. My goal was to clarify the value proposition by simplifying the layout, creating a more structured branding and design system, and bringing a sense of cohesion and clarity to the overall experience.

Project Goals

Make the site purpose more intuitive
Drive web traffic towards the contact form
Organize content
Create a cohesive and compelling design system
Simplify the user journey

Approach

I started by interviewing stakeholders to gain a clear understanding of the site's core purpose, how it was intended to be used, and how users were actually interacting with it while identifying both strengths and pain points. Next, I conducted a heuristic design review to pinpoint obvious usability issues and stumbling blocks. With these insights, I began iterating on potential improvements, using Balsamiq and later Figma to sketch rough concepts for reflowing the site’s layout, focusing initially on the landing page experience. After extensive discussions, I rapidly built a coded prototype to effectively demonstrate the new ideas and branding direction, bringing the vision to life in a tangible, interactive way.

Original state...