UI/UX Case Study
SaaS Website Redesign
A complete redesign of a SaaS platform website to improve user engagement, modernize the brand, and drive conversions in a competitive B2B market.
Project Overview
A strong digital presence is key in our highly competitive environment. This story is about a 2-month journey we took as designers to reimagine a 3-year-old website for a fresh, new, updated one. This project was driven by the need to align our online presence with the changing B2B SaaS market and the limitations found in our current website.
Gathering Data
We conducted stakeholder interviews, analyzed analytics, and reviewed competitor sites to understand user needs and business goals. Key findings included unclear value proposition, outdated visuals, and a confusing navigation structure.
Understanding User Needs
We mapped user journeys, created personas, and identified pain points in the current experience. Users struggled to find relevant information and lacked trust in the brand due to inconsistent design.
Defining the Problem
- How might we clarify the value proposition and key benefits?
- How might we modernize the visual design and brand perception?
- How might we simplify navigation and improve content discoverability?
- How might we increase trust and credibility for B2B buyers?
Ideating and Prototyping
We explored multiple homepage and landing page layouts, tested navigation prototypes, and iterated on messaging. User feedback guided us to a clean, modern, and conversion-focused design.
Lessons Learned
- Consistency builds trust.
Unified branding and design language across the site increased user confidence and engagement.
- Clarity drives action.
Clear CTAs and messaging improved conversion rates and reduced bounce.
- Iterate with real users.
Frequent user testing and feedback loops ensured the redesign met both business and user needs.