An entire website redesign for Ideally.
We gave Ideally’s marketing site a full refresh to better express the brand’s personality, values, and future vision. The old site lacked clear hierarchy and messaging, and it wasn’t working well as a tool for the sales team. We needed something more dynamic, scalable, and aligned with the bold creative direction set by Previously Unavailable.
Ideally’s old website felt static and underwhelming beyond the initial hero section. There was limited messaging hierarchy, no clear pathways for different types of users, and a small page count (only 4) which restricted storytelling and flexibility. The eye asset from the brand was strong, but overall navigation and content structure needed a rethink.
While working as a product designer at Ideally, I temporarily joined the marketing team to lead the redesign. My experience in UX and familiarity with the product made me a natural fit for shaping the site’s new architecture, structure and flow.
Responsibilities:
I conducted a UX audit of the old site and benchmarked against marketing sites from other SaaS companies such as Worksome, Copilot, Typeform, Tracksuit, Webflow, Butter, and Intercom. This helped us identify patterns, strengths, and gaps across the industry. I presented these findings to stakeholders early on to ensure alignment.
With the audit and research insights in hand, I worked with marketing leadership, the CEOs, copywriters, and brand strategists to reshape the sitemap. We moved from a limited 4-page site to a 17-page structure, allowing for clearer storytelling, distinct user journeys, and scalable template blocks that could be duplicated as the business grew.