Website Redesign

Provide a general summary of the services you provide, highlighting key features and benefits for potential clients.

3 The challenge

The agency brought strong design capabilities, but they were not yet familiar with our brand, product vision, or internal standards. Without close direction, the risk was a visually appealing website that didn’t reflect our identity or support our product goals. During this process I was:

Establishing the Design Framework

I created a clear set of design principles, brand guidelines, and UI foundations to ensure the agency had a solid starting point. This included: Tone‑of‑voice and content guidelines; Visual direction for imagery and iconography, • • Assigning tasks and priorities to the agency, • • Setting expectations for deliverables and timelines, • • Facilitating communication between internal teams and the agency, • • Evaluated the work against our brand and UX standards, dentified inconsistencies or misalignments

• • Provided clear, actionable feedback, I maintained a continuous quality‑control loop to ensure • • Alignment with our new design system, • • Cohesive storytelling across the entire website and • • Accessibility and usability best practices

2 My role

As the product designer on the project, I acted as the bridge between internal stakeholders and the external design team. My responsibilities included:

• Managing the end‑to‑end design workflow

• Translating business and brand requirements into actionable guidance

• Reviewing and validating all agency deliverables

• Ensuring alignment with our new design style and branding

• Providing feedback and direction to refine their work

• • Maintaining consistency across all redesigned pages and components

1 Overview

Our company initiated a full website redesign to modernize the brand, improve usability, and align the digital experience with our evolving product ecosystem. While the execution was outsourced to a design agency, I was responsible for maintaining the design process internally, ensuring quality, and guiding the agency to deliver work that matched our new design direction and brand identity.

4 Impact

• Delivered a fully redesigned website aligned with our brand and product vision

• Ensured high‑quality output from the external agency through structured guidance

• Improved user experience and visual consistency across the site

• Strengthened collaboration between internal teams and external partners

• • Established a scalable design foundation for future updates

5 Outcome

The redesign successfully modernized our digital presence while staying true to our brand identity. By managing the process and guiding the external agency, I ensured the final product met our standards, supported our business goals, and created a cohesive, user‑centered experience.