Project 02² / WEB²

SaaS Website Redesign

Simplifying a complicated product into a focused digital experience that makes the next step obvious.

ClientWorkflow Platform

FormatResponsive Website

IndustrySaaS

01 / The challenge

Good information.
A better experience.

The product had expanded quickly and the website expanded with it. Visitors were being asked to understand too many features, pathways, and calls to action before they understood the product's basic value.

Too many competing navigation choices

Long feature descriptions before clear value

Inconsistent page structures and CTA hierarchy

02 / Before

Quarterly Business Review — Q1 FY26 (Draft v7 FINAL_rev2)

Prepared by Finance & Operations · Internal use only · Page 14 of 62

Total revenue for the quarter was $8,412,600 which represents an increase over the prior comparable period.
Gross profit came in at $2,140,880, and margin was broadly consistent with prior quarters.
Customer count increased to 152 accounts across all segments and geographies.
Operating expenses increased due to headcount, tooling, and travel normalization.
Churn remained within the tolerance band agreed by the leadership committee.
Pipeline coverage ratio is being tracked weekly by the regional teams.
See appendix C for the detailed segment breakdown and methodology notes.

Figure 3.1 — Revenue by month ($000s, unaudited)

SegmentQ1Q4VarEnterprise4,1203,880+6.2%Mid-Market2,7402,410+13.7%SMB1,5521,490+4.2%

Source: internal reporting, extracted 04/12Confidential

03 / After

04 / The approach

Simplify. Structure. Transform.

Story

Reframe the experience around what the product is, why it matters, how it works, and what to do next.

Navigation

Reduce the primary navigation and move secondary choices deeper into the experience.

Interface

Create a modular system with stronger typography, product imagery, and deliberate whitespace.

Motion

Use restrained interaction to guide attention without distracting from comprehension.

05 / The system

A cohesive visual system built for clarity and impact.

TypographyAaSpace Grotesk / Inter / JetBrains Mono

Color

Black / Warm white / Flare orange

Layout

Modular grid system

Icon system○ □ ✦ ↗Geometric outline language

06 / Impact

A better story. Stronger outcomes.

01²

Clearer product positioning

02²

Simpler navigation

03²

Stronger CTA hierarchy

04²

Reusable responsive design language

Next project

Executive Performance Dashboard

Transforming spreadsheet reporting into decision-ready information for leadership.

View project →Start a Project ↗