Discovery

The brief was a refresh, not a rebrand – typography and color stayed, but the architecture and content had to be rebuilt. I ran competitive benchmarking against other enterprise finance platforms and current B2B SaaS trends, audited existing content for gaps and duplication, and reviewed Plausible and Clarity to see where visitors were actually dropping off.

Because the product sits in a technical, regulated space, accurate positioning depended on more than a content audit. I worked directly with internal subject-matter experts to understand what the product does at a level deep enough to describe it correctly – a necessary step whenever design has to communicate a domain it doesn't originate from.

Insight

Process

There wasn't time for full Figma wireframes on every page, so I adopted an AI-first workflow: prompting for structural direction, generating a working prototype, then refining and building live in Elementor. This is a deliberate method for a fast-moving in-house context, not a shortcut around research – every prototype was still checked against the IA and content decisions from discovery before it shipped.

Design system

Built a cohesive, multi-dimensional design system with a clear component hierarchy inside the existing brand constraints. Because the site ships page-by-page rather than as one relaunch, the system had to be strict enough that new pages slot in without visual drift.

Accessibility

Built into the redesign as standard, not an afterthought:

• Contrast ratios meeting WCAG AA
• Full keyboard navigation support
• Legible font sizing across breakpoints

• Descriptive alt text on all imagery
• User controls on all video content
• Consistent focus states on interactive elements

Outcome

The redesign is rolling out incrementally rather than as one relaunch. Pages already live are tracked in Plausible and Clarity, and the pattern is consistent: fewer visitors left immediately, the ones who stayed engaged with more of the site, and average time on page rose accordingly.