UI/UX Case Study: SaaS Website Redesign

Project Overview

A 2-month journey to reimagine a 3-year-old SaaS website for a fresh, updated look. The goal was to align the online presence with the changing B2B SaaS market and address limitations in the current website.

Gathering Data

Stakeholder interviews, analytics review, and competitor analysis revealed unclear value proposition, outdated visuals, and confusing navigation.

Understanding User Needs

User journeys, personas, and pain points were mapped. Users struggled to find information and lacked trust due to inconsistent design.

Defining the Problem

• Clarify value proposition and key benefits
• Modernize visual design and brand perception
• Simplify navigation and improve content discoverability
• Increase trust and credibility for B2B buyers

Ideating and Prototyping

Explored multiple homepage and landing page layouts, tested navigation prototypes, and iterated on messaging. User feedback led to a clean, modern, conversion-focused design.

Lessons Learned

• Consistency builds trust: Unified branding and design language 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 business and user needs.