Design process
1.- Conducted a visual analysis of the existing site to identify branding inconsistencies.
2.- Created mood boards and visual references to propose an updated look and feel.
3.- Designed desktop and mobile mockups in Figma, focusing on:
Clear hierarchy of headings and sections.
Typography and colors aligned with the visual identity.
Reusable components to facilitate implementation.
4.- Handoff to the development team included detailed visual specifications.
Challenge
The pre-existing website presented multiple friction points, ranging from visual inconsistencies that clashed with the company’s brand image to a content structure that lacked the necessary clarity for B2B clients.
These aesthetic and organizational issues were compounded by a mobile interface that failed to adhere to responsive design best practices.
Operationally, the absence of a CRM or digital tracking system forced the team to manage contacts manually and store data locally, resulting in a critical lack of baseline metrics to evaluate the site's previous performance.
