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Context and Problem 🧩

The original website was built quickly to meet early business needs. It served its purpose, but over time, gaps in structure, consistency, and usability began to show. Visual elements felt outdated, content was overwhelming in places, and there was no clear system behind the design. Internally, the team lacked shared guidelines, which made updates slow and inconsistent.

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Goals 🚀

• Modernize the visual language to better reflect the company’s expertise
• Simplify the experience and reduce friction in converting visitors into clients
• Build a flexible design system and internal documentation for scalability
• Improve user engagement across key pages
• Use the new brand system to create marketing materials and merchandise
• Launch blog articles to boost content presence and SEO </aside>

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Client 🏢

Client is a European software company working with clients across various industries, from solo founders to large enterprise teams. New website needed to reflect their experience and trustworthiness, not just function.

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Website Redesign Process 📝

• 1. UX Research
• 2. UI Design
• 2. Usability Testing </aside>

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Website Solution ✅

• Old Version
• New Version

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Design Guidelines ✅

Developed a comprehensive 35+ slide presentation covering the brand story, tone of voice, text hierarchy, logo usage, grid systems, examples, and restrictions, ensuring consistent and cohesive branding across all materials.

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Print Design ✅

Designed T-shirts, hoodies, mugs, banners, test tasks, notebooks, business cards, and badges, ensuring consistency with the brand guidelines and overall design identity.

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Results 🏆

• 50% decrease in task completion time (A/B testing results)
• 48% user growth in week one (Google Analytics)
• 38% boost in new users post-launch (Google Analytics)
• 26% increase in total sessions in the first week (Google Analytics)
• 307 sessions driven by social media (week one)
• 150s average session duration (Google Analytics)
• 20+ blog articles written and aligned with the brand’s tone of voice, contributing to national recognition by Clutch as one of the top 7 fastest-growing companies.
• 40-page brand documentation created, optimizing logo use, photographic style, and text hierarchy for scalability. </aside>

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Key Learnings ✍️

This was one of my first large team projects, where I truly learned the value of feedback. I’m grateful it was done on-site, and I had the chance to collaborate with team in person, contribute across verious project stages, see how company processes work from the inside, and learn directly from the head designer.

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